By Mohd Ziyaullah Khan
Valentine’s Day, once a modest celebration of love, has undergone a remarkable transformation in India in recent times. The traditional concept of expressing affection has evolved into a commercial extravaganza, influenced by global trends and marketing strategies. This shift reflects changes in societal values, consumer behaviour, and the impact of the globalised economy on local traditions. As per the Merriam Webster Dictionary, commercialization refers to the process of managing or operating something primarily for financial gain. In comparison to other holidays, this celebration of love often inundated stores, typically appearing as early as the week following Christmas and New Year celebrations.
Historical Context:
Historically, India has celebrated love through various festivals and rituals, such as the ancient Hindu festival of love, Vasant Panchami. However, the advent of Valentine’s Day in the Western world gained prominence globally, including India, in the late 20th century. Initially, the celebration in India was relatively subdued, with limited commercial influence. Valentine’s Day gained traction in the country in the past few decades due to emerging consumer culture and advertising. The term “valentine” transformed from a person to an exchangeable object. Companies capitalised on the holiday, promoting cards, chocolates, flowers, and jewellery. The commercialization extended to anti-Valentine merchandise for non-celebrators. Debates arise over whether the day’s function differs from historical celebrations. Sociologist Jefferey Alexander notes that rituals have always played a crucial role in human culture, fostering solidarity. Gift-giving, linked with peace and reciprocity, has been a constant in human relationships. But of late, the tables have turned as commercialization has emerged into this domain.
Globalization and Cultural Influence:
The increasing globalisation and exposure to Western media have played a pivotal role in shaping India’s cultural landscape. As the world became more interconnected, the celebration of Valentine’s Day gained momentum, especially among the younger generation. Bollywood movies, international brands, and social media platforms have contributed to the popularisation of Westernised expressions of love. Yet, celebrating Valentine’s Day is a personal choice, but participating in collective rituals positively impacts feelings of belonging. Thanks to the day’s commercialization, there are ways for everyone to participate, reflecting the contemporary reality of material and financial considerations in romantic relationships.”
Commercialization Trends:
The commercialization of Valentine’s Day in India is evident in various aspects, including:
Retail and Gifting Culture: The retail sector experiences a surge in sales during the Valentine’s season. Shops and online platforms are flooded with heart-shaped merchandise, greeting cards, flowers, and gift items. The gifting culture, once a simple expression of love, has transformed into an elaborate exchange of expensive presents.
Hospitality Industry Boom:
Restaurants, hotels, and cafes capitalise on the romantic fervour, offering special Valentine’s Day packages, themed dinners, and exclusive events. Couples are enticed by the allure of romantic getaways and luxurious dining experiences, contributing to a substantial boost in the hospitality sector.
Floral and Confectionery Market:
The demand for flowers, particularly roses, and chocolates skyrockets during Valentine’s week. Florists create elaborate arrangements, often at inflated prices, and confectionery shops introduce special Valentine-themed treats. The emphasis on these traditional symbols of love has become a lucrative business.
Fashion and Jewellery Trends:
The fashion and jewellery industry witnesses a surge in sales as couples seek trendy outfits and jewellery items as tokens of love. Advertisements promote exclusive Valentine’s Day collections, creating a sense of urgency among consumers to make extravagant purchases.
Online Marketing and Social Media Influence: Digital platforms play a crucial role in the commercialization of Valentine’s Day. Brands leverage social media to launch targeted campaigns, influencers endorse products, and online marketplaces offer exclusive deals. The pervasive online presence amplifies the commercial narrative, shaping consumer preferences.
Changing Societal Dynamics: The commercialization of Valentine’s Day in India reflects evolving societal dynamics. As the country undergoes urbanisation and a shift toward a consumer-driven economy, individuals, particularly the youth, are more inclined towards Westernised expressions of love. The emphasis on materialistic displays of affection has become synonymous with the contemporary Indian romantic experience.
Impact on Relationships: While the commercialization of Valentine’s Day has created new opportunities for businesses, it has also sparked debates on its impact on relationships. The pressure to conform to societal expectations, coupled with the commodification of love, raises questions about the authenticity of expressions. Some argue that the focus on grand gestures overshadows the essence of genuine emotional connections.
Cultural Critique and Resistance:
Notably, there is a growing cultural critique and resistance against the commercialization of Valentine’s Day in India. Various groups and individuals advocate for a return to more meaningful expressions of love, emphasising emotional connections over materialistic displays. Social movements promoting alternative celebrations, such as self-love and platonic affection, have gained traction.
Wrapping up
The commercialization of Valentine’s Day in India reflects a broader global trend where cultural exchanges and economic shifts influence traditional celebrations. While the commercial aspects contribute to economic growth, there is a need for a nuanced understanding of the impact on relationships and societal values. As India continues to navigate the complexities of modernization, the celebration of love on Valentine’s Day serves as a microcosm of evolving cultural dynamics in the country.
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(Mohd Ziyauallah Khan is a freelance content writer based in Nagpur. He is also an activist and social entrepreneur, co-founder of the group TruthScape, a team of digital activists fighting disinformation on social media.”)
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