Kerala's golden obsession

 

Title: Kerala’s Golden Obsession: A Changing Tradition in the Face of Rising Costs

Kerala, the land of lush greenery, literacy, and cultural heritage, is also famously known for something less talked about in academic circles — its deep-rooted obsession with gold. For generations, gold has been more than just a metal in Kerala; it has symbolized wealth, pride, social status, and above all, the value of a bride in matrimonial alliances.

Traditionally, the worth of a bride was measured by the amount of gold she adorned on her wedding day. This unwritten societal norm was accepted across communities, cutting across religion and caste lines. A bride gleaming with sovereigns of gold ornaments was seen as a symbol of the family’s prosperity and generosity. The more gold presented, the higher the respect commanded in society. Jewellery shops flourished, and Kerala soon became home to the largest number of gold retailers in India — a status symbol deeply entrenched in its culture.

However, as the winds of change sweep across the social fabric, this tradition is beginning to shift. The steep rise in gold prices — crossing ₹60,000 per sovereign — has placed a heavy financial burden on families, especially those from middle and lower-income groups. The dream of marrying off a daughter in traditional grandeur now comes with a cost that many find hard to bear.

In response, a quiet yet significant transformation is underway. More families are choosing imitation jewellery — ornaments that look identical to real gold but cost a fraction. Brides now wear artificial gold on their wedding day just to match the aesthetics of tradition, while the actual monetary gifts are given in more practical forms like bank fixed deposits, property shares, or even vehicles like cars and scooters. The emphasis is slowly shifting from glitter to utility.

This change has two important implications. First, it signals a maturing society that is beginning to value financial stability over superficial show. Parents are becoming pragmatic — investing in long-term security for their daughters rather than spending lakhs on temporary display. Second, it poses a serious challenge to the gold jewellery industry in Kerala. If this trend continues to spread widely, many jewellery shops that thrive on wedding-related purchases may face closure or will be forced to reinvent their business model.

While this shift may be viewed as a threat by the jewellery sector, it also opens up an opportunity for social reform. The concept of equating a bride’s value with the weight of gold is inherently regressive. Moving away from this practice can lead to more egalitarian marriages, where the focus is on mutual respect and companionship rather than monetary display.

Kerala, known for its progressive thinking in education, health, and social indices, may well be on the cusp of redefining its marriage traditions too. The embrace of imitation jewellery and practical assets over real gold may not just be a response to rising prices, but a deeper realization — that the worth of a woman lies not in the gold she wears, but in the life she builds.


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