Akshaya Tritiya or Akshaya Tadige as it is referred to in Karnataka is here once agian. It is that time of the year when jewellery stores do most business, thanks to the well marketed message of, "the more gold you buy, the more affluent you get".
"Our business increases by about 20 to 25 per cent, in both orders and other sales," says K K Prasad, manager of one of C Krishniah Chetty and Sons stores, adding that ear accessories are most popular as they are 'most wearable'.
While they expect more footfalls on the day, some of the smaller stores that City Express spoke to report that they haven't received too many orders this time.
"The idea that buying gold on Akshaya Tritiya is auspicious has been promoted in a big way for a decade or so, but for the past four to five years, sales have decreased," says Arpitha V, manager, Vijaya Parvathi Jewellers, Avenue Road.
However, she estimates that the footfalls on May 2 will rise up to about a hundred as opposed to the average four to five on other days.
Aai Matha Jewellers on Bannerghatta Main Road, Gittigere too feels that business was brisker last year.
"People generally get their pay by the 5th of the month, so those who want to buy smaller items of gold might not be able to afford them before the pay hits their account," says manager Raju Choudhary.
And there are those who still hold fast to the tradition of buying gold for the occasion.
"Gold jewellery is always a good investment," says Kavya Kaushik, a homemaker, who lives near Vidyapeetha Circle. Rather than spending on branded clothes, which are expensive too, she feels it's more prudent to save up a little more to buy gold jewellery.
Mangilal CV, who owns a store dealing in electrical items also has been buying gold jewellery every year for his wife, purely out of respect for tradition.
"I buy her silver jewellery for Dhanteras, During diwali, and gold jewellery for Akshaya Tritiya," he says, adding that this year he's gifting her a ring.