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Dehradun: Prime Minister Narendra Modi’s recent appeal to citizens to reduce consumption of petrol, diesel, LPG, cooking oil, foreign travel, and gold has stirred heated discussions across the country.

In Dehradun’s bullion market, however, the appeal has had an unexpected effect: gold purchases have increased rather than decreased.

In Dhamaawala, Paltan Bazaar, and other jewelry hubs of Dehradun, customers are flocking to shops. Many believe the Prime Minister’s statement signals a possible rise in gold prices due to global tensions in the Middle East.

Saroj, a customer buying gold in Dhamawala, explained, “I’m getting married next year, and gold is unavoidable for weddings. If we don’t buy now, prices could rise further. The appeal has only made us more anxious.”

For families with fixed events like weddings, postponing purchases is impossible. Customers say the appeal has created confusion rather than clarity.

Traders share similar concerns. Sunil Mason, president of the Dehradun Sarafa Mandal, said, “Gold is not just a commodity in India; it is part of our culture and emotions. Weddings, festivals, and rituals depend on it. A single statement can impact the entire trade system.”

He warned that such appeals could backfire, as uncertainty often increases demand. “If people believe prices will rise or imports will be affected, they buy more. Millions of livelihoods depend on gold and silver trade,” Mason added.

Rajiv, a bullion trader in Dhamaawala Market, agreed that customers will not stop buying. “Even when prices reached record highs earlier, demand did not fall. People buy when they need it. Right now, customers are asking only one question: will gold become more expensive?”

Harsh Rastogi, another trader, said the Prime Minister’s statement has created panic. “Customers are constantly asking whether gold availability will decrease or prices will rise suddenly. This fear is driving demand.”

The overall picture from Dehradun’s market shows that the Prime Minister’s appeal has had more of a psychological impact than a practical one. Buying has not slowed, but discussions have intensified. Customers are interpreting the appeal as a warning of future price hikes, prompting early purchases.

Traders believe the coming weeks will reveal the real impact. If fears about rising prices continue, the appeal could negatively affect the market by creating instability. For now, gold remains a cultural necessity, and customers are unwilling to give it up.