
How Modern Marketing Shaped the Gold-Buying Tradition on Dussehra
Dussehra, or Vijayadashami, is one of the most celebrated festivals in India. It is perceived as a symbol of the triumph of good over evil. Traditionally, the day has been marked by prayers, community gatherings and rituals. However, in the last few decades, a strong association has emerged between Dussehra and the purchase of gold….