Finally the
Kerala Women’s Commission has identified the crisis. It seeks to limit the
amount of gold given at weddings to no more than 80 grams to reduce the burden
on families and help ease India's trade deficit. The decision is unparalleled
but I am not certain that the gold merchants in the state permit the political
bosses to take a decision in this direction.
The money
handed over to political parties by the gold merchants in the State is far beyond
any reckon and hence the rulers would never take a decision harming the prospects
of gold dealers. Or else ask the government to take action against obnoxious
advertisements in TV channels by unscrupulous gold merchants. For instance, in
a gold ad the ‘chatta’ cladded Boby Chemmannur plays football fouls with Argentinean
player Diego Maradonna. His intention is not to sell only 80 grams.
The gold
merchants with their prime time ads have become a total nuisance to channel viewers
especially the poor. If an ordinary man so thinks to sell his belongings to
find money for buying gold ornaments he cannot be blamed. So, there should be awareness
campaigns against the tendency of groom’s parents seeking increasing amounts of
gold at marriage. The propensity among parents to sell residential property to
buy gold for marriages should also be checked.
The Kerala
women’s fascination for gold is limitless and this can be proscribed only by
societal interference. Meanwhile, the gold merchants should be restricted from
their dishonest advertisement and subsequent bamboozle.
K A Solaman
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