# Festive gold buyers: verify purity, not just price, say Chamba traders 2026-11-04T06:55:12+00:00 | India | Indian Opinion Desk Corroboration: 1 independent outlet Ahead of the festive season, Chamba jewellery traders have warned customers to check the purity of gold ornaments, not just design and price. Jewellers Kamal Shammi and Jagdev Swarnakar advised buyers on Wednesday, 4 November, to verify the carat, 24, 22 or 18, and ensure the BIS hallmark and HUID number are present on each piece. Taking a proper bill at the time of purchase is also essential, they said. The traders said ornaments of different carats are available in the market but their purity levels vary. Buying solely on looks and cost risks losses. The advice comes as the festive season sees a surge in gold jewellery purchases across Chamba. ## Indian Opinion Analysis The advice from Chamba jewellery traders addresses a gap between festive-season buying enthusiasm and buyer awareness: many shoppers focus on design and price without verifying purity. Carat, BIS hallmark and HUID number are the three checks that separate genuine gold from adulterated or mislabelled ornaments. The traders’ warning implies that without these checks, buyers risk being sold lower-purity gold at premium rates. The consumer remains responsible for verifying each piece and retaining the bill, as no enforcement or testing mechanism at the point of sale is mentioned. ## Coverage - amarujala.com Straight consumer advisory based solely on trader quotes This brief was synthesised by AI from the source linked above. Tags: BIS, Chamba, gold Canonical: https://indianopinion.org/festive-gold-buyers-verify-purity-not-just-price-say-chamba-traders/ License: Summary and commentary (c) Indian Opinion, reusable with attribution. Facts belong to the linked sources. Cite: https://indianopinion.org/festive-gold-buyers-verify-purity-not-just-price-say-chamba-traders/#story-in-brief How this brief was made: an AI model read the report linked above and wrote this summary and analysis, which were published automatically. Published briefs are sampled every hour by an automated quality check; the editor verifies its findings and approves corrections, and corrected briefs carry a dated correction line. We do no original reporting. Methodology: https://indianopinion.org/ai-use-policy/