Best Month to Buy Gold in India in 2026: A Complete Guide
Gold has always been one of the most trusted assets in India. It is not only a symbol of prosperity and tradition, but also a practical financial reserve that families rely on during important life events. Whether you plan to buy gold for investment, jewellery, weddings, gifting, or long-term savings, one question becomes important every year: Which is the best month to buy gold in India in 2026?
- Also Read: Live Gold Price Today
The truth is simple. There is no single month that is perfect for everyone. The best month to buy gold in India in 2026 depends on your purpose, your budget, and the form of gold you choose, such as coins, bars, jewellery, digital gold, ETFs, or Sovereign Gold Bonds. Some months are better because demand is lower and store-level premiums may be reduced. Other months are popular because they include major festivals and auspicious buying days, which increase demand and market activity.
This complete guide explains the best months to buy gold in 2026, how seasonal trends affect gold pricing, and what smart buyers do to avoid overpaying. It is written for Indian buyers who want clarity, confidence, and maximum value from every gram of gold.
Why Timing Matters When Buying Gold in India in 2026
Gold prices change almost every day. These changes happen because gold is a globally traded commodity, and Indian gold rates follow international trends along with domestic factors such as rupee movement and local demand. Timing matters because gold is not priced like regular consumer products. It is priced by the market and influenced by multiple economic forces.
Gold pricing in India is commonly affected by:
- International gold price movement.
- US dollar strength and currency fluctuations.
- Global inflation trends and interest rate decisions.
- Central bank gold buying and reserve policies.
- Geopolitical uncertainty and global risk sentiment.
- Seasonal demand in India during festivals and weddings.
Price is not the only concern. Jewellery includes additional costs such as making charges, wastage, stone charges, and GST. Two buyers purchasing the same weight of jewellery can end up paying very different amounts based on design complexity and store policies.
- Must Know: Best Day to Buy Gold Jewellery in India
This is why choosing the best month to buy gold in 2026 helps you achieve better value in three ways:
- It improves your chances of buying during a calmer demand period.
- It gives you more negotiating flexibility in making charges.
- It allows you to plan purchases around festivals, weddings, and gifting events.
When you plan your gold purchase month-wise, you reduce stress, avoid rushed buying, and increase the long-term satisfaction of your purchase.
Best Month to Buy Gold in India in 2026 (Quick Summary Table)
This table gives a clear month-wise snapshot of when gold buying can be favourable and what each month is best suited for.
| Month (2026) | Why It’s Good | Best For |
| January | Less crowd, seasonal regional buying | Chains, bangles, coins |
| February | Calm month, easier negotiation | Daily-wear, lightweight sets |
| March | Pre-season planning advantage | Bridal booking, custom designs |
| April | Akshaya Tritiya offers and variety | Bridal sets, heavy jewellery |
| May | Better flexibility after peak rush | Bangles, necklaces |
| June | Off-season value buying | Budget jewellery, minimal pieces |
| July | Stores push promotions to boost sales | Rings, bracelets, chains |
| August | Raksha Bandhan gifting demand | Gifts, pendants, earrings |
| September | Festive collections launch early | Traditional sets, wedding planning |
| October | Navratri and wedding season begins | Bridal jewellery, bangles |
| November | Dhanteras and Diwali peak buying | Gifts, coins, festive jewellery |
| December | Calm year-end purchase window | Smart buys, daily wear |
Best Month to Buy Gold in India in 2026
Now, let us explore each month in depth so you can decide the best month to buy Gold in India in 2026 based on your personal goal.
January (2026): A Calm and Practical Month for Gold Buying
January is a great month for gold purchases because shopping demand is usually lower than peak wedding and Diwali months. This gives buyers more time to compare designs, negotiate making charges, and choose jewellery without rush. In many regions, gold buying is also linked with seasonal traditions like Makar Sankranti and Pongal.
From a buyer’s perspective, January is attractive because the shopping experience is smoother, and many jewellers have fresh stock after year-end sales and inventory updates. For many families, January feels like the best month to buy Gold when they want calm shopping and better decision-making time.
Why January Is A Top Choice For Gold Jewellery Buying
- It offers a calmer shopping environment with fewer crowds
- It supports better negotiation on making charges
- It allows smart pre-wedding jewellery planning
- It gives more time to compare designs across stores
- It is ideal for simple jewellery purchases and savings
What Gold Jewellery To Purchase In January
January is suitable for planned and value-based gold buying, especially:
- Daily-wear gold chains
- Bangles and lightweight kadas
- Minimal earrings and studs
- Small pendants and rings
- Gold coins for family savings
Smart Gold Buying Tip For January
If you want better value and smooth shopping, you can:
- Check the live gold rate before visiting the store
- Compare making charges across two jewellers
- Choose BIS hallmarked jewellery only
- Avoid rushing into heavy designer pieces
- Ask for full bill breakup before payment
This approach helps you buy confidently and avoid unnecessary extra charges.
February (2026): A Great Month for Negotiation and Stress-Free Shopping
February is one of the most comfortable months for gold jewellery shopping because store footfall is usually lower than festival and wedding peak periods. This means you get better time with showroom staff, more attention while selecting designs, and stronger flexibility when discussing making charges and wastage.
From a buyer’s perspective, February works well because you can explore jewellery options without the pressure of crowds, limited stock, or rushed billing. Many shoppers consider February the best month to purchase Gold when their priority is value, comfort, and detailed comparison.
Why February Is A Top Choice For Gold Jewellery Buying
- It offers better showroom attention and customer service
- It creates more scope to negotiate making charges
- It helps buyers compare multiple designs calmly
- It reduces crowd pressure during selection and billing
- It supports better customization discussions for jewellery
What Gold Jewellery To Purchase In February
February is a smart choice for lightweight and wearable pieces like:
- Minimal chains with pendants
- Earrings and simple studs
- Daily-wear rings and bracelets
- Lightweight bangles
- Small gold coins for gifting
Smart Gold Buying Tip For February
If you want to buy smartly, you can:
- Visit stores on weekdays for even less crowd
- Ask about zero making charge offers if available
- Choose simple designs with lower wastage
- Compare buy-back or exchange policies
- Keep invoice and hallmark details safely
This approach ensures your purchase stays affordable and resale-friendly.
March (2026): A Smart Month for Early Wedding and Festive Planning
March is an excellent month for buyers who like planning ahead, especially families preparing for weddings or upcoming festival shopping. Bridal jewellery shopping becomes easier when you start early because you get enough time for selection, customisation, and matching jewellery with outfits.
From a buyer’s perspective, March is a practical month to buy Gold because you can avoid last-minute pressure and still access good variety before peak shopping seasons begin.
Why March Is A Top Choice For Gold Jewellery Buying
- It helps families plan wedding jewellery without hurry
- It gives enough time for customization and resizing
- It allows buyers to compare heavy sets peacefully
- It reduces the chances of paying rush premiums
- It supports better booking and design finalisation
What Gold Jewellery To Purchase In March
March is ideal for planned purchases such as:
- Bridal jewellery sets and necklaces
- Mangalsutra designs and chains
- Wedding bangles and kadas
- Statement earrings and jhumkas
- Family gold coins for long-term savings
Smart Gold Buying Tip For March
If you are buying wedding jewellery, you can:
- Shortlist designs and book them early
- Match jewellery tone with bridal outfit colours
- Confirm delivery timelines before payment
- Avoid overly stone-heavy pieces for resale purposes
- Ask for complete price breakup and purity verification
This planning approach reduces stress and improves long-term satisfaction.
April (2026): The Peak Month for Auspicious Gold Purchases
April is one of the biggest gold buying months in India because it often includes Akshaya Tritiya, one of the most auspicious occasions for purchasing gold. During this time, jewellers launch festive collections, bridal ranges, and store-level offers, which increases overall variety and excitement for buyers.
From a buyer’s perspective, April becomes the most active month for Gold buying because cultural belief, family purchases, and promotional deals all happen together, creating a strong gold-shopping season.
Why April Is A Top Choice For Gold Jewellery Buying
- It includes Akshaya Tritiya-driven buying sentiment
- It offers wide variety in bridal and festive designs
- It creates strong promotional offers in many showrooms
- It supports family purchases for long-term wealth
- It is considered highly auspicious across India
What Gold Jewellery To Purchase In April
April is perfect for heavy and celebration-focused gold buying such as:
- Bridal necklaces and layered sets
- Traditional bangles and wedding kadas
- Heavy earrings and temple jewellery
- Long chains and harams
- Gold coins for gifting and savings
Smart Gold Buying Tip For April
To buy confidently in April, you can:
- Finalise jewellery designs before Akshaya Tritiya week
- Book items early and pay on the auspicious day
- Compare making charges between multiple jewellers
- Choose BIS hallmarked pieces for purity assurance
- Avoid rushing due to crowd and festive urgency
This strategy ensures you benefit from auspicious timing without overspending.
May (2026): A Balanced Month After Festival Rush
May is usually calmer compared to April’s peak Akshaya Tritiya season, making it a good month for buyers who want comfort and flexibility. Many jewellers continue promoting collections launched earlier, and buyers can often get better attention from staff and more time for thoughtful selection.
From a buyer’s perspective, May becomes a practical month for Gold buyers because the crowd pressure reduces and the shopping process feels easier and more manageable.
Why May Is A Top Choice For Gold Jewellery Buying
- It offers calmer shopping after peak seasonal demand
- It gives better showroom experience and design selection
- It allows better discussion on making charges
- It supports bridal jewellery finishing purchases
- It helps buyers avoid rushed festival buying decisions
What Gold Jewellery To Purchase In May
May works best for value-based purchases such as:
- Bangles, chains, and daily-wear ornaments
- Bridal add-ons like earrings and rings
- Traditional necklaces for functions
- Lightweight gifting jewellery
- Simple designs with lower wastage
Smart Gold Buying Tip For May
To get better value in May, you can:
- Re-check gold rate trends before visiting stores
- Ask about exchange offers for old jewellery
- Choose designs with practical resale potential
- Avoid unnecessary stone charges in heavy pieces
- Ensure you receive a complete bill with hallmark details
This ensures a well-planned purchase without festival-driven pressure.
June (2026): A Calm Off-Season Window for Value Buying
June is typically an off-season month for gold jewellery in many regions, which creates a smoother buying experience for planned shoppers. Lower demand often means less crowding, more customer attention, and better flexibility in store discussions.
From a buyer’s perspective, June can feel like the best month to buy Gold in India if your priority is value-focused shopping rather than festival-driven urgency.
Why June Is A Top Choice For Gold Jewellery Buying
- It offers peaceful shopping with fewer crowds
- It supports better making-charge discussions in stores
- It is ideal for investment-friendly simple jewellery
- It gives enough time for comparison shopping
- It reduces stress linked with peak demand buying
What Gold Jewellery To Purchase In June
June is suitable for practical and resale-friendly purchases like:
- Plain chains and simple bangles
- Minimal daily-wear jewellery
- Coins for long-term wealth storage
- Lightweight rings and studs
- Low-design pieces with lower making charges
Smart Gold Buying Tip For June
For smarter buying in June, you can:
- Choose simple designs for better resale value
- Confirm BIS hallmarking before final payment
- Avoid overpaying for trendy, high-making designs
- Compare store exchange and buy-back policies
- Keep your invoice safe for future resale needs
This approach helps you buy gold with clarity and long-term benefits.
July (2026): A Month for Promotions and Store Offers
July often comes with showroom-level offers because many jewellers aim to maintain steady sales during a slower season. While the gold price itself depends on international markets, the store-level costs like making charges may become more flexible depending on the jeweller.
From a buyer’s perspective, July becomes the best month to purchase Gold when you want offers, convenience, and a calm shopping environment without festival crowds.
Why July Is A Top Choice For Gold Jewellery Buying
- It may include store promotions and making-charge offers
- It gives buyers more time for selection and billing
- It supports exchange-based purchases using old gold
- It reduces crowd pressure in showrooms
- It is ideal for lightweight and daily-wear gold jewellery
What Gold Jewellery To Purchase In July
July is suitable for affordable and wearable purchases such as:
- Bracelets and daily-wear rings
- Simple chains and lightweight pendants
- Stud earrings and minimal jewellery
- Small bangles and kadas
- Exchange purchases for upgrading old gold
Smart Gold Buying Tip For July
To buy wisely in July, you can:
- Ask for written details of offers and discounts
- Confirm final net gold weight after deductions
- Avoid impulsive purchases due to sales campaigns
- Compare two stores before choosing one
- Check buy-back policy for long-term benefit
This keeps your purchase transparent and value-driven.
August (2026): A Strong Month for Gold Gifting Purchases
August is a popular month for gifting gold, especially because of Raksha Bandhan and family celebrations. Many buyers prefer meaningful items like small pendants, earrings, and coins as gifts because they are easy to wear and hold long-term value.
From a buyer’s perspective, August becomes a good month to buy Gold when the goal is gifting and emotional buying rather than heavy jewellery investment.
Why August Is A Top Choice For Gold Jewellery Buying
- It supports gifting traditions like Raksha Bandhan
- It is ideal for small, meaningful jewellery purchases
- It offers lightweight designs suitable for daily wear
- It helps buyers avoid heavy festival crowds
- It allows thoughtful buying for family occasions
What Gold Jewellery To Purchase In August
August is ideal for gift-friendly purchases such as:
- Gold coins and small pendants
- Earrings and daily-wear studs
- Lightweight chains and bracelets
- Simple rings for personal gifting
- Minimal bangles for regular use
Smart Gold Buying Tip For August
For better gifting value, you can:
- Choose lightweight, versatile designs for everyday wear
- Prefer BIS hallmarked items for trust and resale value
- Ask for full bill breakup and warranty details
- Avoid high-making jewellery unless requested specifically
- Compare coin premiums if buying for investment gifting
This ensures the gift remains meaningful, practical, and valuable.
September (2026): Early Festive Shopping With Better Availability
September is a smart month for buyers who want festive jewellery collections before peak season crowds begin. Many jewellers launch new designs during this month, giving buyers more variety and a calmer buying experience compared to October and November rush.
From a buyer’s perspective, September becomes an excellent month for Gold buying because you get early access to festive designs without last-minute pressure.
Why September Is A Top Choice For Gold Jewellery Buying
- It provides early festive collections and better design variety
- It allows wedding jewellery planning before rush increases
- It supports calmer showroom shopping and decision making
- It reduces the risk of limited availability in peak season
- It helps buyers plan gifting and functions in advance
What Gold Jewellery To Purchase In September
September works well for planned festive jewellery like:
- Traditional necklaces and coordinated sets
- Bangles and celebration-ready designs
- Temple jewellery for festive wear
- Bridal shopping shortlists and bookings
- Simple chains with festive styling appeal
Smart Gold Buying Tip For September
To make September shopping easier, you can:
- Finalise festive jewellery early before demand rises
- Ask for delivery timelines if buying bridal pieces
- Compare making charges across showrooms
- Choose pieces that suit both festive and daily use
- Confirm purity and hallmarking on invoice
This approach helps you buy early with maximum design choice and clarity.
October (2026): Navratri Season and Wedding Jewellery Momentum
October is one of the most important gold-buying months due to Navratri and the start of peak wedding season in many regions. Jewellery stores stock bridal collections, heavy traditional pieces, and festive designs in a large variety during this time.
From a buyer’s perspective, October becomes another best month to buy gold jewellery in India because it offers auspicious timing, strong design variety, and wedding-focused collections.
Why October Is A Top Choice For Gold Jewellery Buying
- It includes Navratri, which is considered auspicious in many regions
- It offers strong bridal jewellery collections in stores
- It supports wedding season planning and purchasing
- It provides festive designs with higher showroom availability
- It is ideal for heavy traditional sets and ornaments
What Gold Jewellery To Purchase In October
October is ideal for celebration-focused purchases such as:
- Bridal necklaces and layered harams
- Bangles, kadas, and wedding jewellery sets
- Heavy earrings like jhumkas and chandbalis
- Traditional temple jewellery designs
- Bridal add-ons and coordinated matching sets
Smart Gold Buying Tip For October
To avoid overpaying during October demand, you can:
- Buy early in the month before peak wedding rush increases
- Book bridal sets in advance to secure designs
- Compare making charges and wastage across stores
- Avoid panic buying due to wedding urgency
- Verify full bill breakup including GST and stone charges
This approach keeps your bridal buying smooth, confident, and cost-controlled.
November (2026): Dhanteras and Diwali Peak Gold Season
November is one of the busiest months for gold buying in India because it includes Dhanteras and Diwali. This season brings massive demand for jewellery, coins, and gifting purchases, and jewellers run major campaigns, exchange deals, and festival offers.
From a buyer’s perspective, November is still the best month to buy Gold in India when your priority is auspicious buying, gifting, and traditional festival purchasing.
Why November Is A Top Choice For Gold Jewellery Buying
- It includes Dhanteras and Diwali, the biggest gold buying festivals
- It supports gifting and family jewellery purchases
- It offers heavy festive promotions in jewellery stores
- It creates strong emotional value for gold purchases
- It brings wide variety in festive designs and collections
What Gold Jewellery To Purchase In November
November is best for festive and gifting purchases like:
- Gold coins for gifting and savings
- Lightweight bangles and daily-wear jewellery
- Chains, pendants, and earrings
- Rings and symbolic gift pieces
- Family jewellery purchases for tradition
Smart Gold Buying Tip For November
To buy smartly during this peak month, you can:
- Shortlist designs earlier and avoid festival-day rush
- Confirm offer terms carefully before payment
- Compare making charges and exchange deductions
- Choose wearable pieces with resale value
- Ensure invoice includes weight, purity, and hallmarking details
This prevents rushed spending and keeps your festive purchase transparent.
December (2026): Calm Year-End Gold Buying for Smart Planners
December is usually calmer after the Diwali season, making it a good month for buyers who want relaxed shopping and more time to evaluate purchases. Some jewellers may also offer year-end promotions on selected designs to maintain sales activity.
From a buyer’s perspective, December becomes the best month to purchase Gold when you want a peaceful buying experience and a practical long-term purchase decision.
Why December Is A Top Choice For Gold Jewellery Buying
- It offers less crowd and smoother showroom experience
- It supports better attention and pricing discussions
- It helps planned buyers shop without festival pressure
- It may include selective year-end offers in stores
- It is ideal for daily-wear and long-term jewellery planning
What Gold Jewellery To Purchase In December
December is suitable for practical purchases such as:
- Simple chains and minimal bangles
- Daily-wear earrings and rings
- Investment-friendly jewellery designs
- Planned family purchases for next-year events
- Small coins for long-term savings
Smart Gold Buying Tip For December
To maximise value in December, you can:
- Review gold price trends before committing to heavy purchases
- Choose simple designs with lower making charges
- Confirm hallmarking and purity details on bill
- Avoid overbuying due to end-of-year offers
- Keep invoice safely for resale and insurance needs
This approach helps you buy confidently and plan gold purchases wisely for the future.
Best Month to Buy Gold in India in 2026 for Investment
Investment-focused gold buying should prioritise low premiums and high purity. Jewellery may not always be ideal for investment due to making charges and wastage deductions. If your goal is wealth preservation and liquidity, coins, bars, and certified investment gold options are usually better.
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Investment-friendly months often include calmer periods such as:
- February
- June
- July
- December
Investment-friendly gold forms include:
- Gold coins and bars
- Digital gold for small monthly accumulation
- Gold ETFs for market-linked convenience
- Sovereign Gold Bonds (if issued during 2026)
Best Month to Buy Gold Jewellery in India in 2026 for Weddings
Wedding jewellery buying requires planning, not rushing. Bridal jewellery often involves matching sets, heavy designs, and customization needs. Buying too late can lead to limited options, higher urgency costs, and delivery stress.
Wedding-friendly buying periods often include:
- March for early planning and booking
- April for Akshaya Tritiya selections
- September for festive collection previews
- October for peak bridal availability
A smart wedding buying approach is to shortlist designs early, reserve your preferred pieces, and complete billing on an auspicious day if your family follows tradition.
List Of Best Days To Buy Gold in India In 2026
India celebrates festivals and auspicious occasions throughout the year, and many families prefer buying gold on spiritually meaningful dates. These special days are believed to bring prosperity, good luck, and long-term financial stability. Below is a quick and easy list of the most important auspicious days to buy gold in 2026, including major festivals and Pushya Nakshatra dates.
| Auspicious Occasion | Date |
| Pushya Nakshatra | 14th January 2026 |
| Makar Sankranti | 14th January 2026 |
| Pushya Nakshatra | 11th February 2026 |
| Pushya Nakshatra | 10th March 2026 |
| Ugadi and Gudi Padwa | 30th March 2026 |
| Pushya Nakshatra | 6th April 2026 |
| Akshaya Tritiya | 30th April 2026 |
| Pushya Nakshatra | 3rd May 2026 |
| Pushya Nakshatra | 25th July 2026 |
| Pushya Nakshatra | 21st August 2026 |
| Pushya Nakshatra | 17th September 2026 |
| Navratri | 22nd September 2026 to 1st October 2026 |
| Dussehra | 2nd October 2026 |
| Pushya Nakshatra | 15th October 2026 |
| Dhanteras | 17th October 2026 |
| Diwali | 21st October 2026 |
| Balipratipada | 22nd October 2026 |
| Pushya Nakshatra | 11th November 2026 |
| Pushya Nakshatra | 8th December 2026 |
Common Mistakes to Avoid When Buying Gold in 2026
Many buyers lose money because they focus only on the gold rate and ignore the total jewellery cost. Planning your month is important, but checking fundamentals matters even more.
Avoid these common mistakes:
- Buying gold jewellery without checking BIS hallmark
- Ignoring making charges, wastage, and GST components
- Purchasing stone-studded jewellery without resale clarity
- Not asking for a full bill breakup and weight confirmation
- Rushing purchases during peak festival crowds
- Paying advances without written confirmation on rate lock and delivery
Gold buying becomes smart when it is planned, transparent, and documented properly.
Final Thoughts
The best month to buy gold in India in 2026 depends on your purpose. April and November remain culturally powerful months due to Akshaya Tritiya and Dhanteras. February, June, July, and December often offer calmer shopping conditions and better negotiation opportunities. March, September, and October work best for wedding planning because they provide enough time for selection and customization.
Gold is not just a purchase. Gold is a long-term asset decision. The best month is the one that matches your goal, budget, and timeline with clarity.
Sell Old Gold in 2026 with Attica Gold Company
If you plan to buy gold in 2026 and want to sell old jewellery for the best value, Attica Gold Company is the most trusted gold buyer. Attica offers scientific purity testing, transparent valuation, and instant payment, ensuring you receive fair market-linked pricing. Whether you have old ornaments, broken jewellery, coins, or gold biscuits, Attica helps you convert gold into cash safely and professionally. Contact us and visit your nearest Attica Gold Company branch and experience a reliable gold-selling process.
FAQs
Which is the best month to buy gold in 2026 in India?
The best month to buy gold in 2026 depends on your purpose. April and October are popular because Akshaya Tritiya, Navratri, and wedding shopping increase demand and availability. February, June, and December are often better for price-focused buyers because stores are less crowded and making charges can be negotiated. If you want both tradition and value, shortlist jewellery early and complete billing on an auspicious day like Pushya Nakshatra, Dhanteras, or Akshaya Tritiya.
Why is Pushya Nakshatra considered auspicious for buying gold?
Pushya Nakshatra is considered highly auspicious for buying gold because it is linked to prosperity, growth, and long-term stability in traditional beliefs. Many people prefer purchasing gold during Pushya Nakshatra since it is regarded as an ideal time for wealth-related investments. Another advantage is that Pushya Nakshatra occurs multiple times in a year, offering more opportunities compared to annual festivals. Buyers can also plan purchases during calmer store days and still enjoy auspicious timing.
What should I check before buying gold in 2026?
Before buying gold in 2026, always check BIS hallmarking, purity level, and detailed billing. Make sure your invoice clearly shows gold weight, rate per gram, making charges, GST, and stone charges if applicable. Compare making charges across multiple jewellers because this impacts overall cost more than many buyers realise. Avoid impulsive purchases during peak festival crowds without comparing designs. If resale value matters, choose simple jewellery with minimal stones and lower making charges for better value retention.
Which month is best for buying gold jewellery for weddings in 2026?
March, April, September, and October are among the best months to buy gold jewellery for weddings in 2026. March is ideal for early planning and custom orders, while April has Akshaya Tritiya demand and strong bridal collections. September offers festive designs with less crowd than peak months. October is excellent because Navratri and wedding shopping begin together. The smartest approach is to book jewellery early, compare making charges, and finalise billing on auspicious dates.
Which month is best for buying gold for investment in 2026?
For investment, February, June, July, and December are often better months because demand is usually lower and premiums may be less aggressive. Investment buyers should prefer gold coins, bars, or digital gold instead of heavy jewellery, since jewellery includes making charges and wastage. Buying during calmer months also allows better rate tracking and disciplined purchase planning. You can also use Pushya Nakshatra dates in these months to combine traditional timing with value-based buying decisions.
