The surge in the price of gold has done little to dent India's appetite for the precious metal or dull its luster in their eyes.
India is the world's largest private consumer of gold, accounting for about 20 percent of global demand.
India's cultural affinity for gold is legendary.
Indian brides are traditionally adorned with heavy gold jewelry, considered a symbol of wealth, prosperity and also security.
It is estimated that two-thirds of gold consumption is linked to Indian weddings.
With around 10 million weddings per year in this country of 1.1 billion people, wedding-related demand is enormous, especially during the wedding season between October and January, April and May.
But this wedding season, the price of gold is at an all-time high, forcing many people to cut back on purchases.
The rise in the price of gold reflects the loss of confidence in foreign currencies, particularly the strength of the US dollar.
However, prices were boosted by India's purchase of 200 tonnes of gold from the International Monetary Fund (IMF).
Al Jazeera's Prerna Suri reports from New Delhi on the impact of price volatility on India's long-standing love of gold.
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