Bhubaneswar, Nov. 9: A dip in the price of gold failed to make the desired impact as jewellery shop owners complained of moderate business on the occasion of Dhanteras today.

The price of 10gm gold now is around Rs 25,550, which is less compared to Rs 27,000 last year.

Despite the dip in price, traders said sales were less as compared to last year. "People are buying low-weight gold items. No one is investing much. Moreover, a number of jewellery shops have come up in the city in the past one year and this has divided the customer base," said Trilochan Sadangi of Syndicate Jewellers.

Shoppers were seen buying gold and silver items, including anklets, toe-rings and worship articles. The demand for electronic items has also gone up.

Dhanteras or Dhantrayodashi falls on the 13th day of the lunar phase or krishna paksha in the Hindu month of Kartik. There is a popular belief that buying gold and silver on this auspicious day brings prosperity.

Merchants The Telegraph spoke to said items made from gold and silver such as small flowers, figures of animals and birds and coins bearing Ashok Chakra are in demand this year.

"During Dhanteras, we buy gold or silver as a token of prosperity. I don't prefer buying jewellery," said 38-year old tour operator Niranjan Behera.

"Retail trade is doing good and preferably the sale will continue till Diwali," said Mitesh Khimji, director of Khimji Jewellers inthe city.

While a number of people chose to shop at the local markets, many people opted for online shopping.