“As compared to the last three-four years, gold prices are relatively low this time. We hope people invest in the yellow metal,” said Vijay Khanna, president of Karol Bagh Jewellers’ Association and zonal chairman of All India Gems and Jewellers’ Federation.
To attract more customers, some jewellers have even announced easy payment options. “Those who want to invest will buy gold, but we have come up with interesting offers for those who don’t want to spend a lot. This time there is more variety in jewellery. We have also been getting a lot of orders for gold coins,” said a jeweller in Lajpat Nagar.
Sunita Verma, an entrepreneur, has already decided on the gold set she plans to buy on Dhanteras. “There is a mad rush in the market on Dhanteras. This is why I decided to select the jewellery a day in advance. I’ll just make the payment tomorrow.”
Traders say that a lot has changed over the years. Earlier, their associations used to decorate the market with lights and have shopping carnivals offering discounts on several products. “E-commerce has severely impacted the business. Now, though there is rush in the market, it doesn’t necessarily translate into business,” said a trader.
“As compared to the last few years, the rush is more this time. This is a good sign. Traders are trying to overcome the damage done by e-commerce,” said Praveen Khandelwal, general secretary of Confederation of All India Traders.