Gold buying on Akshay Tritiya boosted by Gujarat’s first Gold ATM in Surat

Surat, Gujarat — On the auspicious occasion of Akshay Tritiya, traditionally known as a highly favorable day for buying gold and silver, Surat witnessed a blend of devotion and digital innovation. The city’s first-ever gold ATM has added a new dimension to how customers invest in precious metals.

According to Hindu tradition and scriptures, buying gold and silver on Akshay Tritiya is believed to bring eternal prosperity and financial growth. This year, while rising gold prices have slightly dampened large-ticket purchases, enthusiasm among customers remained high, especially with the convenience offered by the newly launched gold ATM.

Jeweller Deep Choksi, who owns the showroom where the ATM is installed, shared insights into customer behavior this year.“There’s been a continuous rise in gold prices, which is causing hesitation among buyers. But Akshay Tritiya has its own charm—people don’t skip buying. The number of visitors has matched last year, though the purchasing capacity seems to have reduced,” he said.“Those who used to buy 10 grams are now buying 7 to 8 grams. Still, interest in our new gold ATM has surprised us. Customers appreciate the transparency in pricing and ease of use.”

The gold ATM, the first in Gujarat, allows buyers to purchase gold and silver coins instantly using real-time market rates. Since its installation, the machine has dispensed over 140 gold coins and 200 silver coins, reflecting growing consumer trust in automated precious metal buying.

The unique pricing mechanism of the gold ATM, which fluctuates based on market changes, is also a draw.

“In the morning, the rate may be ₹10,000 per coin, but it could drop to ₹9,500 or ₹9,800 by evening,” explained Choksi. “This dynamic pricing gives customers a chance to benefit from lower prices during the day.”

Despite price volatility, the spiritual and cultural pull of Akshay Tritiya continues to drive footfall in jewellery stores. Surat, known as a diamond and textile hub, is now making a mark in gold retail innovation, with technology redefining age-old buying traditions.