Ugadi: Celebrate the New Year with gold
It is believed that Lord Brahma started creation on this day - Chaitra suddha padhyami, which is observed as Ugadi. The festival also marks the beginning of the spring season and is considered to be the auspicious time to purchase gold.
Ugadi is celebrated in its full fervour across South India. Ugadi is the New Year in Deccan India - a festival that celebrates the onset of spring and a time of the year that is marked with growth, prosperity and well-being of its people. Ugadi marks the celebration of new life in South India. It’s known as Ugadi in Karnataka and Andhra Pradesh and as Gudi Padva in Maharashtra. Ugadi is taken from the word Yugadi which means beginning of a new age. It is celebrated throughout the Deccan region. For centuries, India has witnessed a deep-rooted emotional bond existing between gold and the numerous religious and festive occasions, the country loves to celebrate.
The relationship is one of celebration, prosperity, continuity and strength. Irrespective of geography and festivals, gold continues to be at the heart of every celebration. The World Gold Council has always endeavored to promote Ugadi amongst the natives of Karnataka and Andhra Pradesh. They organize various events to promote the festival and its ritualistic association with gold, imbibing the cultural significance among the people. To add a golden glow to the festivities this New Year, WGC has created festive zone in the stores to showcase new gold jewellery for the festival.
Madhumita Dutta, Head of Marketing, World Gold Council says, “Ugadi is all about the hopes and joys of celebrating the advent of spring, New Year and new beginning for people in Karnataka and Andhra Pradesh. It is about giving a prosperous and auspicious start to the New Year with the purchase of new gold. To this effect, jewellers bring out fresh collections of gold jewellery to engage the attention of potential buyers. New designs in traditional gold jewellery are also brought out to engage new buyers. The markets definitely witness an upsurge in the demand for gold during the festival.”
During this time you will also women dressed to their best soaking in the festive spirit. They are seen with jasmine flowers woven in clusters and adorning their braids with a touch of gold which accentuates their beauty. Women also buy gold jewellery to add to their already enviable collection. Various designs of solid gold jewellery and temple motifs find favour with the women during this festive season.