Transcending back in the 90s, it was a world of
simple glory and tranquillity. Everyone had a simple way of living and
they gave utmost importance to their traditional roots. That was the time when
Diwali was truly celebrated as a majestic and grand festival. With the thought
of hefty bonuses, Diwali is no longer considered a festival. It has become a
marketing gimmick for large end retailers and e-commerce websites. Today,
people are flooded with innumerous Diwali offers and sales.
1. New dimension of gifting
Started as a simple trend of sending sweets to loved ones,
gifting has a new meaning now. Sending chocolates and varied Turkish delights
to relatives has changed the whole game. If it is a beloved relative, a
colossal showpiece and lavish chocolates are staple gifts. There was a time
when grandparents used to gift their children money and sweets, but now it is
all about the latest smartphone and laptop.
2.
Rangoli
Back
in 90's, women were always excited to make rangoli. But now, after the 9-5 job,
nobody has any energy left to create these art pieces. By putting an end to the
laborious task of making rangoli, machine-made rangoli steals one’s heart away.
Now, there are all types of LED and floating rangoli in the market. But nothing
can beat the happiness and excitement, once the day-long process of handmade
rangoli ceases.
3.
Card Party
Uprooting
from generic get together to card parties, the new generation has added a new
aspect to the Diwali festivities. Pre-Diwali cards party sets the mood for
Diwali. People flaunt about how busy they are due to these upcoming parties.
For them, their religious and spiritual meaning of Diwali is at rest while they
indulge in unnecessary money splurge.
4.
Changing market scenarios
Earlier,
every aspect of Diwali had a handcrafted touch to it. Today, there are all
kinds of services available. Going out for Diwali dinners has replaced
delicious food cooked at home. Even the sweets that were sent out to the
relatives were made at home earlier. But the new savoury and delicacies
available in the market have entered the loop. This has blown away the whole
concept of handmade sweets and there is no personalised feeling attached to
this form of gifting.
5.
Digital Hypocrisy
There
is no end to the digital world, the more you explore it, the more you get
addicted to this puddle. With the advent of numerous e-commerce websites and
shopping portals, it has become easier for the working professionals to stay on
top of their game. Instead of going to the market and witnessing all the
festivities, they prefer to give wings to their requisites digitally. Trendy
clothes, chic accessories, urban bags, comfortable shoes, etc. form a part of
the online Diwali business.
6.
Social Media
Back
in 1990’s, there was no way to share pictures of your Diwali decorations and
beauteous rangolis. As you enter the technology-driven paradise, you ponder
upon social media and its reach. People are more concerned about making their
decorations picture-perfect. Flaunting your Rangoli, new clothes and
accessories by clicking perfectly angled selfies and uploading them to Facebook
and Instagram has reversed the whole ball game. With the new geo-location
filters and festive stickers, Whatsapp and Snapchat have garnered all the
Diwali traffic. Is this what we have become? Making rangoli and decorating our
house for the sake of it or are we truly celebrating this festival with high
spirits?
7.
Festive Gatherings
There
was a time when Diwali gatherings had a different feel to it. It was about
enjoying the laughter and fun with everyone. All relatives used to come
together to celebrate this auspicious occasion of lights, but now sending a
mere Whatsapp message is enough to maintain these ties. Festive gatherings
today are all about flaunting your new clothes and jewellery. Following an
individualistic approach, is it because of the dawn of nuclear families?
Yes, we know it is a fast-paced world and
nothing is dynamic. Changes are a part of life and we should adapt to these
changes. But amidst these drastic changes we seem to have lost ourselves. Are
we still connected to our Indian culture or just racing against time for
happiness? We leave you to ponder upon this thought and hope that you make the
best choice this Diwali.
