Akshaya Tritiya, is a Hindu holy day, that falls on the third Tithi (Lunar day) of Bright Half (Shukla Paksha) of Hindu month of Vaishakha. This day is ruled by god Vishnu, the preserver-god in the Hindu Trinity. It is also traditionally celebrated as the birth day of the Hindu sage Parashurama, the sixth avatar (incarnation) of the god Vishnu. According to Hindu mythology, on this day the Treta Yuga began and the river Ganges, the most holy and sacred river of India, descended to the earth from the heaven.
The word "Akshaya" means the never diminishing in Sanskrit and the day is believed to bring good luck and success. It is belived that if you do a charity on this day you will be blessed and will receive blessings many fold. Nowdays jewellers have turned the purity into a marketing gimmick. The day is particularly considered auspicious for starting new ventures. The legend states that any venture initiated on the auspicious day of Akshaya Tritiya shall continue to grow and bring prosperity. Hence, it is normal to see many of the new ventures, like starting a business, ground breaking for construction on the Akshaya Tritiya.
This day is being considered as sacred occasion for starting new ventures and doing charities for helping the poor, giving succor to the sick, orphans etc. Articles which give protection from the sun like an umbrella, a pair of slippers, etc. should also be given away in charity on this day. But unfortunately, now a days the Jewelers/real estate lobbies etc. are using this occasion for achieving their sales target! Hindus are becoming prey to their business tools!.
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