“Bandangal swarnam poleyanu…Ethrayadhikamundo athrayum santhosham” (Relations and gold are alike. The more you have, the happier you are) – The famous South Indian star Vijay says in the advertisement of a well known jeweler of Kerala. For Akshayathrithiya, 1000 kilo gold was bought by Keralites. It is believed that on this ‘auspicious occasion’ when you buy gold, you will be blessed with all the prosperities of life. All the jewel shops have come up with special collections and offers to boost up their business for this occasion. The ads of this time stresses on the importance of Akshayathrithiya and the necessity of buying gold.
Even an average middle class Keralite thinks his/her daughter should wear at least 100 soverign gold on her marriage day. Females who don’t wear gold are forced to wear it at least in the form of thali or mangalyasutra. This chain is worn by most of the ladies as they are made to believe it is on that chain the welfare of their entire family depends on. As ladies fail to get rid of the emotional approach, they start wearing ornaments of gold.
The picture shown above is a bride in Thrissur. She is wearing 1500 soverign. The matter of gold may not be a concern for rich ones. For the families with less income, the yellow metal is a scary thing to think off. Gold is not a metal that can always bring smile on every one’s face as you see in ads. The yellow metal also has a devil face. The sufferings of parents for buying some gold for their daughter, the tears of the females who are tortured in their husband’s house in the name of the quantity of gold they own… Stories go on like that. Still no one is ready to come forward against this social evil. Not many large hearted men exist in Kerala who can accept a lady without gold.
Revolutions are taking place everywhere; but not in the case of gold. And as there are no movements to make people aware, we still believe “pennayal ponnu venam” (if you are a lady, you must wear gold) !