Sunday, August 26, 2007

This rakhi, buy a glittering bond!


The most delicate thread of a rakhi signifies the toughest bond of them all – that of a brother and sister. The legendary pledge of security between a brother and a sister against all odds and misfortunes that may be in store for them is taken on Shravan Purnima that falls in August every year. And, gearing up for this day includes buying that exquisite gift that matches a sister’s love on that day.

This Raksha Bandhan, the festival holds promise of glittering joy, with gold rakhis such the offering by D’damas the flagship brand of Gitanjali Group, which has come up with exquisitely-designed gold rakhis.

The simple unassuming act of tying a Rakhi on one’s wrist isn’t just a festive occasion; it evokes strong and intense emotions in a person. The unspoken pledge between the siblings to reinforce a protective bond transgresses calling, borders even religions. It isn’t without surprise that Hindus, Muslims, Christians, Sikhs as well as Parsis are known to partake in the occasion that signifies sibling love irrespective of religion, race or community.

“This year, I have decided to invest a bit in the Rakhi and opt for a bejewelled Rakhi that my brother will be bound to keep for life,” says chartered accountant Naina Trivedi. “That way, he’ll be bound to repay me in the same coin and probably buy me something as costly or, better still, costlier,” adds Naina. “After having stopped short only of pointing out to the exquisite Blackberry I’ve got fixated on, I guess he should have got the message loud and clear. If he thinks it costs a lot, when I finally tie a costly Rakhi on his wrist, it should do the trick,” says Naina.

“It doesn’t always have to be a grand purchase,” says Mumbaibased Mangal Palace proprietor Ambalal Jain. “There’re many brothers who’d make just a token purchase, something modest, like say a pendant or an earring on the occasion of Raksha Bandhan,” he explains. After all, it’s not the quantum of purchase, but the thought behind the act that matters!

“Even if there’s no wedding in the family or any ceremony offering an excuse to indulge in jewellery purchase, buying ornaments – whether it’s a diamond bracelet, a gold necklace or even a silver ring – is a must on Raksha Bandhan,” says Padma Kapadia whose brother makes it a point to buy her the choicest jewellery in return for her rakhi.

The occasion, concurrently, spells good news for the nation’s jewellers. “Raksha Bandhan is one occasion when irrespective of one’s religion, there is a guaranteed spurt in sales. Every year, we experience a significant rise in sales in and around this period,” maintains Mangal Palace’s Ambalal Jain. “The surge in sales is about 60 per cent to 70 per cent in the week preceding Raksha Bandhan peaking on the penultimate day,” seconds Mudra Jewellers’ Naresh Kothari.As Jain puts it, “Every year, we experience a significant rise in sales in and around this period.”

Rakhi is after all, an expression of love. And of course, the commercial angle cannot be ignored. All you need to do is to scan the market, check the net, and ask your sister what she wants. That should help you finalise your gift.

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