A weak rupee, a high gold price and changing fashions all play a part
, a jewellery shop in Thane, a suburb of Mumbai, is gearing up for the wedding season—a busy time for gold sales, even if demand is brisker still during Hindu festivals, when jewellers stay open almost round the clock. Free samosas and Pepsi are offered to those queuing outside; inside, the noise and bustle are non-stop.
Such efforts long seemed unavailing, but something seems to have shifted. Demand has fallen by a fifth since 2010.
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