Diwali is a beautiful and magnificent festival of indulgence. Lights, celebration, prayers, and giving fill this day. Hindus celebrate during the month of Karthik on the Hindu Calendar. Jains, Sikhs, and Newar Buddhists also participate in this festival. Diwali begins in Autumn at the end of summer harvest and coincides with “Amarasya,” the darkest day of the year. This festival has several meanings including “victory of light over dark,” “knowledge over ignorance,” and “victory of good over evil.” Earthen lamps and artificial lights abound as you walk by houses, temples and public places in regions of India. 


Diwali is derived from a Sanskrit word Deepavali, meaning “row or string of lights.” “Deeps” is an earthen lamp and “vali” is a series of something or continuous row. This festival is a tradition where Hindus clean, repair, renovate, paint, and buy new things. They buy new goods, including gold jewelry, gold coins, and gold bars. It is considered good luck to purchase gold throughout this five-day festival.


The five days of this festival include Dhanteras, Chhoti Diwali, Badi Diwali, Govardhan Puja, and Bhai Duj. The days celebrate the tradition of the victory of the Ram and the King of Ayodhya. They triumphed over demon King Ravana in the Kingdom of Lanka. Diwali is known as the day when Ram, Sita, Lakshman, and Hanuman returned to Ayodhya after 14 years exiled. The Kingdom lit up with lamps and people celebrating the return of the righteous heir to the throne.

The First Day—Dhanteres

Dhanteres is traditionally the day when people buy gold, jewelry utensils, and clothing. Gold bars and jewelry are often given as gifts. However, gold is said to be good luck purchased any day of the Diwali festival. Houses and offices are cleaned, repainted, and decorated with lights.

The Second Day—Chhoti Diwali (Narak Chaturdashi)

Chhoti Diwali is the day of sweets! During this day, delicious sweets are prepared and bought to share with guests, friends, and family. In addition to homemade sweets, laddos and halwas are popular.

The Third Day—Diwali (Lakshmi Pujan)

The third day, Diwali is the primary and most significant day of the festival. Hindus worship and celebrate the goddess Lakshmi, the goddess of wealth and prosperity. The auspicious or “muhurat” timing for this takes place between 5:57 pm and 7:53 pm. Families pray together, sing sacred songs, and then take blessings from the holy flame. Afterward, family and friends get together to exchange sweets and presents. They also indulge in sweet and savory foods.

The Fourth Day—Govardhan Puja

This day celebrates husband and wife and the unique bond they share. In some regions, the husband lavishes gifts on his wife. In other regions, parents bestow gifts and a family meal on their newly married sons or daughters and their spouses. Another reason why gifts are such an important part of this tradition.

The Fifth Day—Bhai Duj

The last day of this celebration is about the brother and sister and their sibling bond. A brother will travel to his sister’s home, and she will perform a ritual called “tilak.” Tilak is when the sister decorates her brother’s forehead with a round of vermillion (Sindoor). Sindoor is an orange-colored or red cosmetic powder used throughout India. This traditional day is similar to the Hindu Festival of Rakshabandhan.



Many Hindus and others buy gold during this festival for several reasons. One is the story of King Hima’s son. A snakebite was predicted to kill King Hima’s son on the fourth day of his marriage. His wife laid out ornaments of gold by the door to protect him. After being blinded and dazzled by the gold, the snake was unable to enter the home. Many believe that gold brings luck to every family member and protects against ill will. Which is why many who celebrate this festival buy gold for themselves and loved ones.


According to Rahul Agarwal, director of Wealth Discovery, gold is an excellent way to achieve diversification in one’s investment portfolio. It can also keep one safe from a depreciation of the U.S. Dollar, geopolitical uncertainty and seasonal demand. Therefore, gold investments are a smart choice for many families year round, in addition to the Diwali festival. Not only does gold make an incredible gift for friends and family, but it is a high-value investment that holds its value for years. Gold bars, in particular, have immense potential for financial gain. The Hindu religion has a cultural love for all that gold offers. It is financial security for those of all income levels. As the value of Indian currency has reduced and massive rises in inflation have taken place, purchasing gold is a safe investment choice. Diwali is an ideal time to buy.


Gold bars make a smart investment. Here are some suggestions in the spirit of the Diwali Festival of Lights.

  • Goddess Lakshmi PAMP Suisse Religious Series Gold Bars
    Part of the PAMP Suisse Religious Series, the Goddess Lakshmi gold bar is an ideal gift for friends or family. It also makes a beautiful collection and investment piece. This gold bar contains 999.9% pure gold and is a weight of 1 troy ounce. Lakshmi is the goddess of fortune, wealth, and prosperity. Her four hands represent the four goals of human life according to the Hindus—dharma, kama, artha, and moksha. On the back of the bar is the PAMP logo “SUISSE” as well as “1 ounce”, “Fine Gold” and “999.9”. An Assay card guarantees the weight and purity.
  • PAMP Suisse Lady Fortuna Bars
    These stunning gold bars are 99.9% pure gold with a weight of 1 troy ounce. Made by the highly reputable swiss refinery PAMP Suisse, these bars are sure to make great gifts and investments. Lady Fortuna, the Roman Goddess of luck, prosperity, and welfare graces the obverse of this bar. The back displays “SUISSE,” “1 ounce”, “Fine Gold” and “99.9.” Veriscan® technology guarantees authenticity when you purchase this gold bar.
  • PAMP Series Lunar Series Gold Bars
    These bars depict the Chinese Zodiac Characters, including the Dragon, Snake, Horse, Goat, Monkey, Rooster, Dog, Pig, Rat, Ox, Tiger and Rabbit. Made from .9999 pure gold with the PAMP Suisse logo. Each bar represents a personality, and therefore these bars make excellent gifts for family and friends. These gold bars come in an Assay card, and buyers have the option of 5 gram, 1 ounce, and 100-gram weights.



Bullion Exchanges is a trusted Precious Metals Retailer located in the heart of New York City’s Diamond District. At Bullion Exchanges, we have a wide variety of products including but not limited to metals that range from the ever-popular gold and silver to the newly emerging platinum and palladium. We offer a wide selection of products appealing to 1st-time buyers and the long-term collectors.

Gold and silver have always been a popular way of investing in hard assets, especially in times of uncertainty and stock market volatility. With the direction the economy is heading nowadays, many people are seeking out investments that have withstood the test of time, like gold and silver. While you can purchase these precious metals over the counter directly at many banks and private mints, Bullion Exchanges has made it possible for you to see all the best options available from around the world with just a few clicks of the mouse.

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