Ranchi witnessed an extraordinary display of festive fervour as residents flocked to jewellery stores during Dhanteras, creating record-breaking sales of gold and silver despite prices touching new heights.
Traditional Spirit Overcomes Price Barriers
The age-old tradition of buying precious metals on Dhanteras proved stronger than economic considerations in Jharkhand's capital. Jewellers across the city reported unprecedented footfall and sales figures that surpassed all expectations.
Price Surge Fails to Dampen Enthusiasm
Despite gold hovering around ₹60,000 per 10 grams and silver crossing ₹75,000 per kilogram, customers showed remarkable enthusiasm. Many jewellery stores extended their working hours to accommodate the massive rush of buyers.
What's Driving This Gold Rush?
- Traditional beliefs: Dhanteras remains an auspicious day for precious metal investments
- Economic sentiment: Growing confidence in gold as a safe investment
- Post-pandemic celebrations: Renewed enthusiasm for traditional festivals
- Wedding season demand: Overlapping with upcoming wedding purchases
Jewellers Celebrate Record Business
Local jewellery merchants expressed astonishment at the overwhelming response. "We haven't seen such enthusiasm in years," shared a veteran jeweller from Main Road. "The high prices actually seemed to attract more buyers who see it as a secure investment."
Silver Steals the Spotlight
Silver products witnessed particularly strong demand, with many customers opting for silver articles and coins as more affordable alternatives to gold while still maintaining the traditional essence of Dhanteras purchases.
The phenomenal response in Ranchi reflects the enduring cultural significance of Dhanteras and the unshakeable faith in precious metals as both spiritual and financial assets in Indian households.
