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INVOKING THE GODDESS OF WEALTH: Buying gold – and gold statuettes – during Diwali is an age-old Indian tradition, as devout Hindus invoke Laxmi, the goddess of wealth, and pray for the continued good health of their financial status. This Diwali is no different, and the jewellers report that their cash registers have not stopped jingling. Sales of silver and gold coins, small figurines of Goddess Laxmi and Lord Ganesh, the god of wisdom, are selling like the proverbial hot cakes. Marketmen say almost 40 per cent of the annual sales of these items are realised during the Diwali festival. By the way, sparkling sterling silver Ganeshas cost up to Rs 1.2 lakh (Rs 120,000) each. Companies, to keep up with changing trends, are also creating new designs for new tastes: delicate designs seem to be the flavour of this season. Pendants depicting goddesses are a hit. Adding to the brisk sale of these statuettes and coins are the promotional schemes launched by various companies that offer a free gold/silver coin upon the purchase of cars or high-value consumer durables. ALSO SEE: World's Most Powerful Businesswomen |
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