I wonder if all those who rush to invest in gold today in order to multiply their prosperity give a thought to the reasons behind why AkshayaThrutia became important . Legend goes that Goddess Lakshmi wanted the king named —(not sure if it was Prajapathi ) to perform a Yaga and that he should donate the wealth She bestows on him to the poor in his kingdom. The practice continued ever since and it is believed 400 years agogoldsmiths in the North would extend their hospitality to some people and the latter in turn bought gold from them as a return gesture for feeding them. As all things in our tradition have got completely diluted , Akshaya Thruthiya also joined in doing so with the result the roles have reversed. Jewelers are literally making hay when the sun is shining, especially in Chennai when they are opening their stores at the dawn of the day to lure customers .In this scenario we have a couple of high end jewelers opening branches in the city inaugurated by celebrities and having them as their brand Ambassadors notwithstanding the ridiculous amounts paid to them to make their appearance just for a few moments. I wished the once leading lady of the celluloid world had donned the south Indian attire like the reigning celebrity did befitting the occasion when the magnum opus in T.Nagar was opened.