KOCHI: Kerala once again reaffirmed its enduring love affair with gold this Akshaya Tritiya, as families across the state flocked to jewellery showrooms, undeterred by record-high prices. Despite gold reaching ₹8,980 per gram — a 34% jump from last year’s ₹6,700 — caution was nowhere to be seen. Instead, Kerala chose celebration.
From as early as 8 a.m., jewellery stores opened to large crowds. Traditional rituals marked the occasion, with oil lamps lit and vibrant floral decorations setting the tone. Across more than 12,000 jewellery outlets statewide, the rush to buy gold — even in the smallest denominations — was steady throughout the day.
“It’s incredible to witness such robust demand even at this price point. Over five lakh families made gold purchases today,” said Adv. S Abdul Nazer, general secretary of the All Kerala Gold and Silver Merchants Association (AKGSMA). “This isn’t just about jewellery — in Kerala, gold represents tradition, security, and sentiment.”
Lightweight ornaments, coins, 24-carat bars, diamonds, platinum, and silver jewellery all found takers. Many stores stocked items as light as 100 milligrams, enabling more people to participate in the auspicious purchase, regardless of budget.
“Kerala’s deep-rooted cultural and emotional bond with gold is unmatched,” said K Surendran, president of AKGSMA. “Despite the sharp rise in prices, people see gold as a safe and symbolic investment — something that continues to hold and grow in value.”
With total gold sales this year exceeding Rs 1,500 crore, Kerala once again proved that its golden spirit remains timeless — regardless of market trends. On Akshaya Tritiya, it’s not just gold that shines here — it’s tradition.
