From Traditions to Transactions

Anjali Jay Mehta

August is more than just another month on the calendar. It marks the beginning of India’s festive season. From Raksha Bandhan and Janmashtami to Paryushan, Onam, and the celebrations that follow in the coming months, festivals bring families together, strengthen traditions and create memories that last a lifetime.

But alongside these celebrations, another season quietly begins—the shopping season.

Today, festivals are no longer just occasions of faith and togetherness; they have become major commercial events. Weeks before a festival arrives, our mobile phones are flooded with sale notifications, discounts and “limited-time offers.” Shopping malls, e-commerce platforms and brands prepare for festivals almost as eagerly as families do.

There is nothing wrong with business thriving during festivals. In fact, these months generate employment, boost local markets and support thousands of small traders, artisans and businesses. A healthy festive economy benefits the nation.

The concern begins when celebrations are measured not by relationships, but by receipts. The pressure to buy expensive gifts, wear the latest fashion and match social expectations often overshadows the values these festivals were meant to celebrate.

Raksha Bandhan reminds us of bonds. Janmashtami teaches us faith and righteousness. Paryushan speaks of forgiveness and self-reflection. Onam celebrates gratitude, equality and community. Yet, somewhere between online carts and festive sales, these messages often take a back seat.

Perhaps the question is not whether festivals should help businesses—they certainly should. The real question is whether commerce should define our celebrations.

A festival is remembered not for the biggest discount, but for the warmth of family, the joy of togetherness and the values we carry forward.

As the festive season unfolds, let us celebrate wholeheartedly, support local businesses and artisans, but never allow transactions to replace traditions.

Because the true spirit of a festival cannot be purchased—it can only be experienced.