Date:22/09/2006 URL: http://www.thehindu.com/2006/09/22/stories/2006092210540200.htm

New Delhi

Just for the love of jewellery

"Lucky Lakshmi" festival to be held

From times immemorial, jewellery has been an integral part of India's culture and tradition.

To celebrate this love for jewellery, the All India Gems and Jewellery Trade Federation on Thursday announced the launch of the country's first and largest jewellery festival.

In various cities

Titled "Lucky Lakshmi", the 45-day jewellery festival will be held in various cities across the country.

Marking the coming together of jewellers from different cities across the country, the festival is being organised as the jewellery trade is witnessing "fragmentation" these days.

Traders are competing with one another for the same share of the pie.

Moreover, the volatility in the price of gold is pushing the trade through a rough patch.

"Nowadays consumers are being bombarded with different jewellery offers. This is diluting the impact of jewellery on the minds of consumers. The objective of the `Lucky Lakshmi' festival is to win the hearts of the jewellery lovers. We want to see a smile on the face of every woman who buys jewellery, realising that she is the lucky Lakshmi," said the All India Gems and Jewellery Trade Federation vice-chairman Ashok Minawala.

100 Delhi jewellers

to take part

About 100 jewellers in Delhi are also part of the festival.

A customer who shops for Rs.3,000 worth of jewellery at the festival will receive a coupon that will enable him or her to win fabulous prizes.

The prizes include gold coins, watches and gift vouchers.

Besides the mega prize of a 5 kg gold bar, there will be four prizes of 4 kg gold bars and 101 gold-diamond watches. -- Staff Reporter

-- Staff Reporter