Jewellery traders serve ‘jhalmuri’ in Jaisalmer bullion market; flag rising gold prices, drop in sales

Traders said demand for gold jewellery had dropped sharply due to rising prices and changing consumer sentiment, which has affected their livelihood.

Jaisalmer: Jewellery traders in Rajasthan’s Jaisalmer on Monday staged a symbolic protest against sluggish gold sales by selling ‘jhalmuri’ in the city’s Sarrafa Market, saying declining customer interest had severely hit business.

Instead of displaying gold and silver ornaments, several traders were seen preparing and serving the puffed rice snack to passersby and customers.

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Traders said demand for gold jewellery had dropped sharply due to rising prices and changing consumer sentiment, which has affected their livelihood.

“We have been in this trade for generations, but sales have declined to such an extent that it is becoming difficult to even manage operational expenses,” trader Amrit Soni said.

Another trader said they respected government policies but current market conditions were pushing many businesses towards financial distress.

According to Soni, customer footfall has reduced significantly and many buyers are postponing purchases because of record-high gold prices.

Local residents and visitors gathered at the market out of curiosity, while many also tasted the ‘jhalmuri’ being distributed by traders.

Representatives of the local jewellery traders’ association said they would soon submit their concerns to the administration and seek measures to support the sector, which also provides employment to artisans and labourers associated with the jewellery trade