CHENNAI: The advertisements are everywhere. They scream from the pages of newspapers, beseech from television screens and even call out from the radio. With only a few days left before the celestial bodies line up for what is believed to be one of the most auspicious days of the year, April 24 this year, Chennai is gearing up for purchases, steeped in faith and symbolism.Jewellery shops, which serve as the face of the Akshaya Tritiya craze, are preparing for what is undisputedly their busiest day. They have begun invoking the gods, literally, with special hoardings and posters of Lakshmi and Kubera, the Hindu goddess and lord of wealth respectively.A number of stores across the city have begun soliciting customers with a wide array of offers. The practice of ‘booking’ jewellery has also kicked off. The system allows buyers to pick out pieces of their choice on an earlier date without having to brave the Akshaya Tritiya crowds.Having ‘booked’ the ornaments by paying around 80 or 90 per cent of their cost, the customer can collect them from the store on the auspicious day after paying the remaining amount, without participating in the bustle. Many jewellers have announced special discounts applicable on Akshaya Tritiya day, slashing prices by up to `20 per gram, in an attempt to bring more customers in.Most of the major consumer durables dealers and some clothing stores have also announced discounts and sales to play their part in what has become a retail festival. So come Tuesday, if you are stuck in traffic jams in Chennai’s major shopping hubs, pray it does not mean you will be stuck in traffic jams through the year.
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