Desis love Gold. That is obviously a massive understatement. Desis love gold more than women love chatter, TV soaps and gossip; more than men love cars, ESPN and beer. As a culture, desis love gold more than the song-dance sequences of Bollywood and possibly more than emigrating to United States or United Kingdom.
Memorable events like weddings are littered and glittered with gold. The bride and the groom parties compete in their display of wealth and ornamental jewelery, at times, making it looking like arms race between US and USSR during the cold war era.
Gold takes precedence over utterly-butterly delicious Indian food during festivals like Diwali. TV ads show women drenched in gold double their body weights making you wonder if Karanam Malleswari is no accident.
When two non-desi women meet, they usually talk about career, family or a relationship (or may be that red-carpet dress Laura Linney or Charlize Theron wore for the Oscars). Desi conversation inadvertently begins in gold and ends in gold. The verbal crossfire may even trespass into jewelery for men from the more common conversation about bridal jewelery.
New theories suggest this strong affinity for gold may have to do with the roughly the same location of Au on the periodic table as India on a Mercator projected world map.