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Tanishq and the Festival It Made Its Own: The Story of Aao Manaaye #TanishqWaliDiwali
In India, Diwali and gold have shared a relationship so old that it has crossed the threshold from custom into something closer to instinct. The auspiciousness of buying gold on Dhanteras — the day before Diwali — is not a marketing invention. It is a tradition rooted in the belief that Lakshmi, the goddess of wealth and prosperity, enters a home through a gold purchase, that the gleam of new jewellery on the festival of lights is both a spiritual act and an expression of hop
Apr 88 min read
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