DIVYANSH PRECIOUS STONES & METALS Pvt. Ltd.

The need for gold at weddings is a cultural norm and is deeply rooted in our culture. It’s a widely held belief that the more gold that bride wears, the higher the chances are for a successful and financially secure married life. There’s also the fact when a girl gets married and moves in with her husband and in-laws, she doesn’t take much in the way of personal wealth. The gold she wears on her wedding day is all hers, it’s what she takes with her – it’s what gives her power and financial security apart from that which her husband can provide. It’s a reserve for dire straits and financially strenuous times, and also a sign that she is to be taken seriously and treated with respect. The bride adorned with gold on her wedding has a subtle financial strength, and an unspoken power – she has assets of her own that are separate from her husband. This tradition and culture has been passed down from many generations, when women didn’t have the opportunities and freedoms that they do today, when they couldn’t go out into the world and earn for themselves. It’s a tradition of the girl’s family providing her the financial security for whatever may come to pass in her new life. It’s for these reasons that gold is such an integral, central part of Indian weddings.

With the increasing number of educated, capable and profitably employed Indians, there is a larger demand for gold from a larger number of people who can now afford it. The middle and richer classes of society greatly outnumber the poor, who also spend their savings on gold. The fluctuations in the gold rate don’t affect the buying power or desire of Indians to own gold, as weddings are planned years in advance, and the process of saving for gold wedding jewellery starts very early. In most parts of the country, girls are given gold on occasions like birthdays and as rewards for achievements, in anticipation of their wedding day. Indians will buy gold whatever the price.