The shop owner, touched by the gesture, refused to take the full payment. “The couple entered the shop and the man gave me ₹1,120, saying he wanted to buy a mangalsutra for his wife

The shop owner, touched by the gesture, refused to take the full payment. “The couple entered the shop and the man gave me ₹1,120, saying he wanted to buy a mangalsutra for his wife. I was overwhelmed by his gesture. I just took ₹20 from him as a token of blessings, and handed over the mangalsutra to the couple,” the owner said...! 

The viral post highlights a 93-year-old man from Chhatrapati Sambhajinagar, Maharashtra, buying a mangalsutra—a traditional Hindu marital necklace—for his wife, with the jeweler charging only ₹20, moved by their 60+ years of enduring love, a gesture echoing a 2024 study in the Journal of Marriage and Family that found long-term marital bonds enhance emotional resilience in older adults.

This act contrasts with modern consumerism, as the couple’s modest ₹1,120 offering (including coin bundles) reflects their financial hardship—losing a son and dealing with another’s alcoholism—yet their devotion challenges the narrative that material wealth defines love, supported by anthropological evidence from the Indian Express showing mangalsutra’s evolution from a simple thread to a symbol of lifelong commitment.

The jeweler’s decision aligns with rare but documented cases of altruistic business practices, potentially influenced by cultural norms of respect for elders, as a 2023 study in Economic Anthropology noted a 15% increase in community-driven discounts in rural India, suggesting economic decisions can be shaped by social values rather than profit alone.