Searching for gold’s value beyond prices, the World Gold Council (WGC), an organisation funded by the world’s leading gold mining companies, is exploring spiritual connection of the yellow metal with Indian mythology.
WGC is considering of appointing Dr Devdutt Pattanaik, the famous writer of a number of books including “The Book of Ram” on Indian mythology, as a consultant to find ways of fitting gold in spiritualism. The Council is planning to engage Pattanaik by October. The first concept is likely to be introduced by April 2010. Today, gold is considered as an asset, for wearing and holding it for future. But, WGC is looking at gold beyond price where mythological connection would sell the precious metal extensively. “The concept has great potential as the metal will not only accumulate all the three forms of mythology like telling story, forming symbols (like trishul, om) and rituals, but will also fill the gap between the story-telling by our forefathers and rituals as of today,” said Ajay Mitra, MD, India sub-continent, WGC.
WGC is targeting working people, between the age group of 35-40 years, who are a bit affluent of money and have the capability to buy such luxurious items. It also aims to target upper class people with precious luxury items and young people of middle-level income group with mid-size jewellery.
The council is also planning to work with major temples trusts across the country to manufacture jewellery items for god and goddesses, either by themselves or engage local manufacturers to produce on their behalf. The first of such concept would emerge in the west, either in Maharashtra or Gujarat. Simultaneously, it would also launch similar concept in the north like Vaishno Devi Shrine Board.
Gold is preferably commoditised in India. It has some inherent spiritual and emotional strength. If that is explored, gold sales will have great potential here, said Dr Devdutt Pattanaik who confirmed having been engaged to explore its secret value.
