Tradition Now Has Less Leg Space
There’s a world of difference between performing pujas after churning prasad, and willingly locking thousands – or lakhs – of hard-earned money into investments that then typically are further locked away in safes. Especially in this economy. Right off the bat, the ‘issue’ here hasn’t got anything to do with faith. But it does have everything to do with giving up fiscal liquidity in favour of a tradition, most aren’t sure they actually believe in (enough) – sans the egging on from elders. Mr. Neil Sonawala, Managing Director, Zen Diamond India, says: “Gen Z consumers are very much participating in Akshaya Tritiya, but their approach is evolving. While the cultural and auspicious significance of the day remains relevant, this cohort is less bound by traditions. Instead of viewing it purely as a day to buy gold for investment, they see it as an opportunity to purchase something meaningful, stylish, and wearable. We’re seeing younger consumers reinterpret the occasion in a way that aligns with their personal tastes and modern lifestyles.”