Bollywood and Karwa Chauth: a “commercial” love story

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Do you remember a time when Karwa Chauth was just a festival and not a big day of shopping and selling? Well, neither does GenZ.

Celebrated in the Hindu month of Kartik, Karwa Chauth is a one-day fast observed by married women for the well-being and long life of their husbands. Over the years however, the traditional practices of Karwa Chauth faded and a more commercialized festival took their place.

For example, the e-commerce giant Amazon, as part of its “Great Indian Festival” sale, has a section specially organized for Karwa Chauth. Here you can find everything from “Decorative sets of pooja thali” To “Pooja samagri“with saris and”Shringhaar”. The items on sale not only show you how materialistic the festival has become, but also highlight the very essence of the festival itself, the patriarchy, as only housewares and feminine style choices are on sale. . Even the prices of gold jewelry have fallen in the wake of Karwa Chauth and Diwali.

Another e-commerce site, igp.com, has different sales sections – gifts for your mother-in-law, gifts for your daughter-in-law, for your wife, etc. In the same way, Indegift.in, will deliver literally everything you can think of regarding Karwa Chauth to your doorstep, be it sargi, candy or flowers.


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