PIONEER EDGE NEWS SERVICE/Dehradun
The Doon Valley Mahanagar Udyog Vyapar Mandal (DVMUVM) intends to direct jewellers in the city market to provide proper information and sell gold and silver ornaments at similar prices. This comes after concerns were raised about customer trust in local jewellers, who are reportedly quoting varying prices contrary to uniform gold and silver rates. Several customers have claimed that jewellers in Dhamawala are quoting varying prices for gold and silver. In light of this, DVMUVM intends to address the issue with seriousness.
Customer Seema Bhushan said that she recently visited the Dhamawala market in Dehradun, which is home to several jewellery shops. She said that during her visit to one jewellery store, she was given a quote for the price of 24-carat gold. However, while visiting another jewellery shop on the same day, she received a different price for the same weight and quality of gold. This inconsistency in gold pricing among jewellers raises concerns, as it erodes customer trust. As a result, customers are increasingly being influenced to shop for gold and silver jewellery at branded stores instead.
Additionally, many other customers have voiced similar concerns regarding the discrepancies in gold and silver prices from different jewellery retailers at the same time.
The State general secretary of the Uttaranchal Jeweller Association and a jeweller in Dehradun, Gurjeet Singh emphasised that numerous jewellers use deceptive tactics, initially quoting lower gold and silver rates than competitors to lure customers, only to subsequently adjust these rates to match those of their competitors by manipulating making charges and other factors. He stressed that such practices are unfair, misleading and should be discontinued, as they undermine consumer trust and constitute unethical business behaviour.
The president of DVMUVM, Pankaj Masson informed that gold and silver prices are currently fluctuating rapidly, changing frequently throughout the day. He said that some jewellers might offer different prices to attract customers, only to later adjust their prices based on quality and craftsmanship to align with competitors. These are two factors contributing to the variations in gold and silver prices among jewellers. However, he emphasised that this situation raises concerns regarding customer trust. To address this, an upcoming meeting in a few days will focus on directing jewellers to provide consistent pricing information to customers regarding gold and silver rates.
