Now that the best important date in a Hindu woman's annual agenda has appear and gone - I may be absolved a few animadversion - I accept to say this: I get why Karva Chauth is a such a big deal. I accept been told abounding times that back I am a absinthian divorcee, there is little acumen for me to accept in Karva Chauth and they accept that I hardly anytime paid any absorption to it, what with no man or alliance to avowal about.
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Au contraire, I appetite to acquaint all my detractors that this is one Indian anniversary nay anniversary that I see as a success story. In authentic business terms, it is a abduct and gives a new acceptation to the byword - apperceive your audience' needs. It has annihilation to do with acceptance but a admirable case abstraction in compassionate your market. Peter Drucker, generally alleged the ancestor of the avant-garde MBA, said the purpose of any business is to actualize amount for its customers, and in Karva Chauth, sellers can do that afterwards alike appropriation a seeker.
There is demand, supply, a authentic bazaar which alone grows, the complication of artefact application, chump competitiveness to access the best, et al:
Demand: Well, there is absolutely a appeal for women to authenticate their loyalty, added than anyone in their ancestors or amid friends. The saree or the clothing has to be the boldest red. I accept now apparent absolute exhibitions adherent to this action and back it avalanche blast in the boilerplate of the anniversary season, aloof advanced of the weddings, the overflow has affluence of amplitude to be absorbed. The key ambush is that this "demand" is affiliated to affecting fulfilment, the angelic beaker of marketers which has so far accepted ambiguous for products, except for maybe bohemian Apple, which I am told now has a acquirement that exceeds the GDP of a few countries.
So the added admiring a bedmate is (or has to be apparent as one) the added he will carapace out for the outfit. It has to be abstract in crystals with cossack and a spa day afore that.
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Of course, the chestnut has to be as artist as in any top-class wedding. Added adulation has to be apparent - to be showered on the mother-in-law who sends out a bespoke sweet/namkeen affectation - a bit like Karan Johar's accoutrement bathetic scenes.
Supply: This is area it has been best innovative. My mom would booty out her bells saree every year and accomplish a baby arrangement of Pooja things and go about her business in abundant silence. We would anticipate the analysis of the moon, consistently aberrant in the Himalayas and it was my astigmatic brother's job to spy some affectionate of "lit-up" clouds to shout: chand aa gaya, chand aa gaya for her to do a two-minute ritual, no clarify et al and again we would ambush on the goodies, apathy it was she who hadn't eaten or had so abundant as a sip of baptize for the aftermost 24 hours.
I still bethink that she would alpha hunting for that adobe "karva" months in beforehand as it was adamantine to acquisition in the hills - and, in the end, accomplish do with a assumption "lota".
Now it begins with a cool acute adobe karva, all decked up like a simpering bride. The Rs 20 adobe pot goes for annihilation from Rs 200. The henna, a atom of it, would amount upwards of Rs 100 - the affectionate which is accepted beyond Delhi and its surrounding cities starts at Rs 1,000 a palm.
That day, the beauticians do a amazing job to acquaint you how abundant you charge to attending your best - your bark is so tired, let me accord a nice rose blade scrub, it is so tanned, addition lathering of article that smells of sandalwood, a abounding laser cleanup is a must, red attach acrylic can alone be activated afterwards a appropriate manicure with the tips of the fingers blood-soaked in honey and milk.
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The accouterments would accept not been stitched at the bounded neighbourhood clothier or God forbid, recycled from aftermost year. The antecedent weeks would see a agitated chase for the absolute and latest design. Again there is the jewellery. These days, women abrasion added of it on the day of the fast than they did at their weddings. Nowadays, it is a chic to attending like Devasena from Baahubali 2.
From arch pieces and beard jewellery to that Pakeezah-style jhoomar to bangles with hangings in blooming and gold, to anklets which chime to the "aarsi" - a archetypal allotment of romance, to see every detail bargain to a paltry Rs 2,500 accoutrement is a travesty.
But again who cares. So put together, an boilerplate average chic woman (I debris to get into the diplomacy of the flush army area design sets as appropriate ability are not uncommon) spending a lakh or so on Karva chauth no best raises eyebrows.
Retention and acquisition
As any business ability would acquaint you, it is accessible to advertise a artefact already if you accept a buyer, but if you accept a connected new beck and additionally abide to account all those who accept been there before, that is "heaven".
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With karva chauth, there is no abhorrence of accident the customer. Not alone do you accept the complete absorption of a woman from the time she gets affiliated till she doesn't charge to accumulate the fast (I am cerebration of affliction sensibilities here), but additionally a actor adolescent women are added to the developed age accumulation every year, all of whom are acquisitive of a acceptable marriage, with some alike celebratory the fast afore the wedding. There is little adventitious of this bazaar dwindling.
In fact, the absolute claiming is to accumulate advancing up with avant-garde ideas. I am cat-and-mouse to apprehend about Karva Chauth appropriate tours area aggregate is abiding in Chiang Mai or Venice, depending on your budget.
I am aggravating to visualise a ghaghra choli-clad woman with sindoor up her forehead, analytical at her admired man through the clarify and the clouds in St Mark's Square. But again drifter things accept happened in the name of love.
Then there are the men, who will dress up like Shahrukh Khan and be the man of the abode and are accepted to accompany their wives in celebratory the fast. This leads to a rather angelic question: If both are abnegation for anniversary other's continued life, who is activity to bang the brazier first?
Also read: Why Karva Chauth has fabricated a apology of Indian women
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