HYDERABAD: With Dhanteras just 10 days away, city shoppers have made advance plans for their gold purchases. Despite gold rates hovering around Rs 22,400 (for 10 gms), all roads, it seems, lead to jewellery stores.Some of the jewellery shops are helping regular customers book gold jewellery now itself under the prevailing rates and will be delivering the same on the festival day. “We will apply the prevailing market price on Danteras.However, we are taking in bookings for huge jewellery pieces based on today’s gold rate and will deliver them on the festive day as customer satisfaction is of utmost interest to us,” says P K Siraj, Executive Director of Malabar gold.Jewellery shops have already received about 1500 bookings for Danteras.“The gold rate is unpredictable and shows a sudden rise but never a sudden dip.Changing the traditional plans a little, I have booked a jewellery piece to be delivered on Danteras which will let me keep up the tradition of taking home jewellery on Danteras,” says Suma, a housewife shopping at Malabar gold.While many are following the tradition of purchasing gold for Danteras, which falls on Oct 24, quite a few others, it appears, have started doing so from this year.“I am new to the city and heard that Danteras is an auspicious day to buy jewellery. I am starting this tradition by purchasing a bangle for Danteras, Due to the unpredictable nature of gold price, I wish to book the bangle today and get it delivered for Danteras,” says Sriya, a student who has returned from the US.“This is my first Dhanteras after marriage and it is considered to be very auspicious, hence it’s obligatory for me to purchase heavy jewellery.I am planning to book a necklace in the coming week which will save me a little money when compared to purchasing it on festival day,” says Richa, a software professional. Stores across the city are, however, skeptical about the response and sales this time due to the high gold rate.A few jewellery stores fear the demand may not be as good as last time and are hence, counting on advance bookings. A few are even offering discounts of up to 6 per cent on wastage charges.
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