A newspaper advertisement promising silver at a “dream rate” of 1.65 lakh per kg caused chaos at a popular jewellery showroom in Ahmedabad’s Satellite area on Wednesday, as dozens of eager buyers rushed in expecting instant deals.
The advertisement by Kalamandir Jewellers, which has since gone viral, read: “Book your silver at 1.65 lakh per kg and get it on December 25.” However, with silver prices hovering near 2 lakh per kg, many readers overlooked the “book now, get later” part and assumed the offer was for immediate purchase.
“People came rushing in after reading the headline, thinking they could buy silver right away. When we explained that delivery would be in December, tempers flared,” said Paresh Rawal, the showroom manager.
The confusion led to heated exchanges, prompting the store to call the police. Satellite Police Inspector V.J. Chaudhari and his team arrived to manage the situation. “We asked customers to read the full ad carefully. Once they realised it was only for advance booking, the situation was brought under control,” he said.
Rawal later described the incident as a “minor misunderstanding born out of festive excitement and soaring silver prices.”
With Diwali approaching and bullion prices at record highs, jewellers say such rushes have become common. “People are in a hurry to buy before prices climb further, especially ahead of Dhanteras,” said another jeweller from the city.