Gold jewellery might be a luxury item. However, as far as Indians are concerned it is an essential commodity. The citizens save small amounts over a period in order to buy a gold jewellery item.
On the day before Deepavali, known as Danteras, the public pray and perform Pooja on the Goddess Lakshmi and Lord Kubera the Goddess and the Lord of Wealth respectively.
There is a strong belief/faith that buying gold on this day, it would grow into larger quantities, and also there certain other benefits as well!
In all the Indian festive and celebratory occasions, golden jewellery has a prominent role! It is told that one-third of the total expense of a planned marriage is reserved for buying gold! Presenting gold to the sons/daughters on their wedding day is symbolically taken as the seeking of blessings from the Goddess of Wealth, Lakshmi.
This day is very sacred for the Hindus and the Jains. The myth has it that the in Mahabharatha, Lord Vishnu gave a divine ‘Akshaya Patra’ (as an inexhaustible source for supply of food) to the Pandavas on the day of Akshaya Trithiyai. Buying gold on this day is considered to be the harbinger of unlimited wealth.
There is an ancient story from the myth about the King Hima. The son of King Hima had bee cursed that he will die on the 4th day of his marriage! In order to protect him from death, his wife kept a lot of gold surrounding him. When Lord Yama arrived to take the life of Hima’s son, he was thoroughly distracted by the glittering gold! He did not take the life of Hima’s son! This folklore has led to the strong faith that buying gold on the day of Danteras would drive away all the evil elements.
The 3rd day after Deepavali is known as Baliradhipada. On this day, King Bali (living in the netherworld) got the blessing from Lord Vishnu that he can visit the earth on this one day! As King Bali is considered as the symbol of wealth, the public prefers to buy gold jewellery on this day!