Karva Chauth, that most celebrated of all rituals for married couples just went by, heralded with the pomp and pageantry fit for a Bollywood drama. Evidently, ladies are still quite over the moon about the whole gig, excitedly discussing the ensemble they wore for the moon sighting. Lehenga-cholis, elegant anarkalis or sarees straight from Manish Malhotra or Sabyasachi’s style brochures with some big rocks thrown in. Surely, nothing less would do for them on this special night.
Skipping a day’s repast does not come easy. Or cheap.
Earlier, just a small blip on the pan India festival map, Karva Chauth (KC) has found widespread acceptance in a short span of time. The auspicious day of Karthik when married women fast from sunrise till moonrise for their husbands’ long life was a humble tradition prevalent largely in north India with some fun and games for the fasting ladies. Till Bollywood discovered it and eulogised it as the true test of a good wife. Starving yourself to prove your love/concern for your husband’s well-being might defy all logic, yet it appears to have attained the status of the ultimate test of conjugal love, courtesy our movies.
And over the last decade, everyone seems to be scrambling to get on to the KC bandwagon.
If one were to pinpoint that one film that tipped the scales in KC’s favour, it would have to be Dilwale Dulhaniya Le Jayenge. There’s a scene in the film that has Shah Rukh Khan playing Raj, where he observes a fast along with his lady-love played by Kajol. With the King of romance essaying a role like that, it is no surprise that observing a fast together became a new fad. SRK got a new fan following, inspiring Indian men to sign up for this penultimate romantic gesture.
But that too is old hat now. Missing a meal or two with your spouse is no longer good enough. Jewellery companies in particular have taken the lead in showing us the way forward — with ads that suggest that women who are willing to forego a day’s repast are likely to reap rich dividends