India is the place of 100’s of festivals. People celebrate these festivals with joy and happiness as these are linked to some or other ways to their happiness and prosperity. Among the all, Akshaya Tritiya is celebrated as a day on which people buy lot of Gold in form of raw gold bar or gold jewelry.
What is meaning of Akshaya Tritiya: Akshaya in Sanskrit means one that ‘never diminishes’ (a—kshaya) and the day is believed to bring good luck and success.
Astrological reason for celebrating Akshaya Tritiya day: This is the only day in a year when the Sun, which is the lord of the planets and Moon which is the lord of creativity are at their peak of radiance. Thus, Astrologer believe that this day is extremely auspicious thus there is no need to look for an auspicious time i.e. no ‘muhurat’ required to start any work, beginning new ventures, for investing and purchasing valuables especially gold, jewelry and diamond etc.
Mythological reason for celebrating Akshaya Tritiya: According to the ancient Hindu religious text /literatures like the Puranas, this day marked the beginning of the "SatyaYug" or the Golden Age - the first of the four Yugas.
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- It is also believed that on this day Lord Krishna gave Draupadi a bowl - Akshaya Patara (where food came in abundance) when the Pandavas were in exile. This third day in the bright fortnight of Vaishakh is also the day of the sixth incarnation of Lord Vishnu ~ the ‘preserving’ manifestation of God in the Hindu Trinity.
- This day is one of the most popular dates in Hindu calendar for marriages and partnerships. Also, on this day of Akshaya Tritiya, Maharishi Veda Vyas along with Lord Ganesha started writing the great epic Mahabharata. It is also the day the most sacred river of the Hindus, Ganga descended to earth.
- On this day Sudama visited his childhood friend Lord Krishna with a hearty gift of a handful of beaten rice (poha). The good returns (prasad) he got in return for his devotion to the Lord ha changes his life. This is day is also affirmation in the Holy Gita that “Whoever offers a leaf, a flower, a fruit or even water with devotion, that I accept, offered as it is with a loving heart “. Therefore, lot of people also do charity work like giving out pleasantries to people who are in need or helping with money etc to earn the bestow of good health and wealth.
Thus, economically this day (Akshaya Tritiya) is quite productive for marketers as they cash in on the festivity to boost their sales. Marketers indulge in high voltage advertisement campaigns especially the jewelry stores.
