Karva Chauth: A Glamourized Festival that is Popular Even Amongst the Younger Generation

As I am unmarried, I have never celebrated the festival of Karva Chauth. However, this festival has always fascinated me for its inherent charm and significance. What is even more exciting is its glamorous status in today's time. This is the result of increasing interest of companies in this festival, who see it as a great opportunity to market their products and services. Now, it is not only Diwali that witnesses intensive marketing by big companies, but also the festival of Karva Chauth.

Many companies have started offering their products and services with attractive schemes to people who are looking for ideal gift items for their wives. I For instance, I have seen one of my friends waiting eagerly for Karva Chauth as her husband always gives her expensive gift items on this particular day. It has become customary for husbands to offer gifts to their better halves on this auspicious occasion. So, companies are also targeting people who celebrate Karva Chauth with great pomp and show.

Last week I went to a nearby mall. I could find that every shop was beautifully decorated for the occasion of Karva Chauth. The jewelry and saree shops were offering special discounts and other attractive schemes. Even restaurants were advertising special delicacies for the couples who love to dine outside on the night of Karva Chauth. Some renowned beauty salons and clinics, with international fame were also seen targeting customers with their special beauty packages, leave aside the local beauty parlours. One thing is clear, husbands now do not require to indulge themselves into too much of thinking while deciding an attractive gift for their wives. The market is ready with numerous options, suiting every budget.

Another recent trend that I have observed is the increasing participation of young generation in this festival. This is indeed surprising because our hectic life schedule and western influence have made us, particularly our young generation, to forget many festivals. There are many people who do not even know the significance and essence of many festivals, which we have been celebrating for ages. In such a scenario, it is surprising to find young generation celebrate the festival of Karva Chauth for their loved ones. Even many of my unmarried friends keep this fast for their to-be-husbands. What ever be the reason, it is good to see that Karva chauth still holds importance in the lives of old and young alike.