Kochi, Sep 10(ANI): With gold prices soaring across the country, bullion merchants, jewellers and even customers are a worried lot in Kerala.

The disappointment looms large particularly in the context of the ensuing festival season. In the past, people used to buy gold well before the festivities, but, with gold now priced at Rs16,000 per 10 grams, buying it was becoming difficult.

Normally, the demand for gold rises between August and October in anticipation of the festivals of Dussera, Deepavali and Dhanteras, followed by the Christmas and New Year.

Kerala has one of the highest consumptions of gold and silver ornaments in the country, but the global upsurge in the gold prices has adversely affected the business.

“Traditionally, gold had been the most ideal mode of investment among the people of Kerala and also as jewellery. However, of late, particularly in the context of global trends of rising prices, to a great extent, our business has been severely hit since the purchasing power of the public has slid down and we are the worst sufferers,” said N P Tony, the manager of a jewellery showroom. (ANI)