Kochi: Kerala witnessed a massive golden rush on Sunday as people celebrated Akshaya Tritiya, one of the most auspicious days in the Hindu calendar. Despite the global economic climate, the state’s jewellery sector recorded a turnover of approximately ₹1,260 crore by Sunday evening. According to data from the All Kerala Gold and Silver Merchants Association (AKGSMA), nearly 900 kg of gold was sold across 12,000 showrooms statewide.

S Abdul Nazar, general secretary of the association, highlighted that a stable price environment on the festival day acted as a significant catalyst for the high footfall.

Spiritual significance of the day

The word Akshaya in Sanskrit translates to "never diminishing" or "eternal”. Falling on the third lunar day of the bright half of the month of Vaishakha, the festival is rooted in the belief that any venture started or investment made on this day will grow and bring lasting prosperity. Gold is considered a symbol of Goddess Lakshmi, and buying it on this day is believed to ensure that wealth remains ever-growing in the household. In Kerala, this has evolved into a major commercial event with showrooms opening as early as 8 am to accommodate families buying everything from small coins to heavy ornaments to honour the tradition.

Traditional rituals and new beginnings

Beyond the purchase of precious metals, the day involves core rituals such as Annadaan, where donating food and water is said to earn eternal merit. Families perform special pujas for Lord Vishnu and Goddess Lakshmi to seek stability and abundance. As an "Abujha Muhurat”, the day is considered so inherently auspicious that practitioners believe no specific time needs to be checked to start a business, sign a contract, or conduct a wedding. This unique combination of spiritual devotion and commercial tradition continues to make it one of the busiest days of the year for the state.