A gold shopping festival named The Great Indian Gold Rush is being organised by World Gold Council (WGC) from September 19 to October 19, 2009, at leading retail outfits across five cities in India, reports say. The gold festival is coinciding with the festive season in India, when it is a tradition to purchase gold as an auspicious symbol. WGC has lined up attractive lucky draws and gold prizes to lure the consumer purchase.

There are weekly luck draws upon purchases of Rs.5,000. Prizes worth 1490gms of gold are announced for the entire festival and will be distributed in phases, as – weekly prizes of 10gms to 100gms of gold wins; and a grand bumper prize of 250 gms of gold will be handed at the end of the month, reports say.

So far, the participation has been fairly encouraging, across Mumbai, Delhi, Bangalore and Vidarbha, and so also consumer response. The plethora of buying options being offered by the associate retailers and the mood itself of celebrating gold and gold jewellery, the festival is aimed at making gold purchase more exciting and realistic for the consumer.