Himani Verma
Rising value of gold attracts buyers to the yellow metal. It protects against market volatility and offers earning opportunity as its value increases.
Jewellery brands offer discounts and lucrative deals to attract customers during festivals. The deals include lower making charges, etc.
Gold can be easily liquidated any time. People also invest in gold for portfolio diversification and minimise the market risks or losses.
Besides gold’s huge cultural significance, people also buy the precious metal for gifting. Indians traditionally gift gold jewellery items like necklaces, bracelets, chains, rings, etc.
Family Legacy
Many people buy this precious metal during the festival season when the jewellery brands offer special discounts to procure them cheap and hold them for the long term to pass on as inheritance.