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  5. Dhanteras, Diwali 2025: Why do people buy gold during Dhantrayodashi and Deepawali

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Dhanteras, Diwali 2025: Why do people buy gold during Dhantrayodashi and Deepawali

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By Sangeeta Ojha

3 min read | Updated on October 16, 2025, 07:18 IST

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SUMMARY

People buy gold on Dhanteras primarily due to its auspiciousness. Additionally, gold is viewed as a stable investment that offers financial security.

why do people buy gold on dhanteras diwali

Purchasing gold coins and bars during the auspicious festive season of Dhanteras and Diwali continues to hold immense significance in our culture. | Image: Shutterstock

Gold holds a special place in Indian culture. People buy gold on Dhanteras primarily due to its auspiciousness, as this festival marks the beginning of Diwali and is believed to bring prosperity and good fortune. Additionally, gold is viewed as a stable investment that offers financial security.

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This tradition is linked to Lord Dhanvantari, the deity of health and wealth, making gold purchases a way to seek blessings for the coming year.

"Purchasing gold coins and bars during the auspicious festive season of Dhanteras and Diwali continues to hold immense significance in our culture. Dhanteras marks the beginning of Diwali and purchasing gold is a traditional custom, symbolising prosperity and well-being, either for oneself or as a gifting option. It is also associated with Goddess Lakshmi and Lord Dhanvantari, who are linked to wealth and health. Purchasing even a small gold coin during this auspicious time symbolises inviting abundance and long-term prosperity. Gifting gold at this time gives an enduring emotional and spiritual meaning," said Samit Guha, Managing Director & CEO, MMTC-PAMP
This festive season, gold continues to hold its timeless charm. Dhanteras has always been an auspicious time to buy gold, and this year is no exception.
Gold as a financial investment

  • Unlike cash, which can lose purchasing power due to inflation, gold tends to maintain or increase its value over time.

  • Gold can easily be sold or exchanged for cash when needed.

  • Money experts recommend allocating 8-10% of your investment portfolio to gold.

  • During times of inflation, currency fluctuations, or global crises, gold often acts as a hedge, protecting your wealth.

  • Buying gold during festivals often comes with special offers, discounts, and auspicious timings, making it a smart time to invest.

“Dhanteras and Diwali are the top-most gold-buying occasions in India. Consumers traditionally plan at least a token purchase, as gold is believed to herald good fortune, wealth, and prosperity, a sentiment visible in the sharp rise in gold buying historically witnessed during this period," said Sachin Jain, Regional CEO, India, World Gold Council   We anticipate strong consumer buying interest across various gold purchases – from higher cartage gold jewellery to investment products like digital gold, coins, and ETFs, added Jain.
"Even with prices at record highs, we are seeing strong demand as families continue to invest for weddings and long-term security. Gold remains a trusted asset in Indian households, both for its cultural significance and as a safe store of value. While buyers may be paying more this festive season, they also believe prices will rise further, making this a timely purchase," said Piyush Gupta, Director, PP Jewellers.
Despite higher gold prices this year, we believe the sentiment of tradition will continue to drive demand. Gold is not just a purchase; it is an emotion tied to wealth security and family celebrations, added Gupta.
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About The Author

sangeeta-ojha.webp
Sangeeta Ojha is a business and finance journalist with vast experience across leading media platforms, including Mint and India Today. Passionate about personal finance, she has built a reputation for covering a wide range of PF topics—from income tax and mutual funds to insurance, savings, and investing.

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