Indians start preparation for Diwali from many days earlier. Home cleaning, painting, marketing, bonus, gifts, holidays, new releases, new openings, great offers, discounts etc. are the main attractions of Diwali. Enthusiasm and happiness appears on the faces of everyone.
Not only this, but Diwali comes along with a number of festivals too, each with different types of celebration and rituals and different reasons to celebrate.
Navratri Festival: A nine nights festival is the beginning of the festival season where in 'Maa Shakti' and her different incarnations worshipped for her divine blessings. This is a festival of fasts, dandiya and garbha rass which is celebrated all over India with devotion and enthusiasm. As per legends on this day goddess Durga killed buffalo headed demon - Mahishasura after continue fight for nine days.
Dussehra the festival of victory of good over evil is the tenth day of Navratri. The legends say that Lord Shri Rama killed Demon king – Ravana (a symbol of evil) on this day. Ten days Ramleela and dussehra fair is the main attraction of this festival. On Dussehra evening the effigies of Ravana, his brother Kumbhkarna and his son Meghnada burnt in fair.
Dhan Teras considered an auspicious day for buying utensils, gold and silver etc. On day of purchasing everyone try to purchase something. This is an auspicious day for starting new business too.
Naraka Chaturdashi is the festival marks victory of light over darkness. As per legends lord Krishna killed the demon Narakasura on this day.
Diwali fall after 20 days later to Dussehra. One this day Lord Rama returned to his capital Ayodhya along with his wife Sita and brother Lakshmana. Public of Ayodhya welcomed their king with illuminating clay diyas in Ayodhya, hence called Diwali which is the contraction of 'Deepawali' that means – 'row of lamps'.
The people wait for Diwali with heart, start to clean, decorate their surroundings and start Diwali purchasing many days earlier to it. Morning starts with Pitr-puja and in evening worship of Maa Lakshami (goddess of wealth) and lord Ganesha (god of auspicious beginnings) is the attraction of the festival.
People light oiled clay diya for wishing prosperity and well-being. Firing crackers, feasts and sweets distribution to neighbors, friends and relatives are the part of Diwali celebration.
Goverdhan puja or Annakoot is the next day of Diwali. The legends say lord Krishana lifted Goverdhana hill and saved cattles and public of Gokul from heavy rain and defeated Indra – the king of devtas. Cow decorated dung's symbolizing Goverdhan hill with sugarcane, books, weapon and tools etc. worshiped on this occasion in the evening.
In south India this day is celebrated as Bali-Pratipada which commemorates the victory of dwarf Vamana avtar of lord Vishnu over demon-king - Bali.
Bhaiduj is the next days to Goverdhan that symbolizes the affection of brother and sister. Sister tilaks her brother and offers sweet and food to him where brother in return gives presents to her.
Celebration in Business sector:
Companies launch their new products in markets on the occasion of Diwali. New deals are finalized. Big sales and discounts offered to clear old stocks. This occasion is considered as auspicious for opening new business, shop and outlets in business sector. Gifts distribution to clients and familiars on the occasion of Diwali considered the key to the success in business world. Customers are also offered gifts on purchasing new products. Intention for sale-purchase makes a smooth cash flow in market which results to smooth run of every business in this duration.
Share market rises to great peak on Diwali season and a smile and satisfaction appears on every face. New shares and mutual funds are launched by companies on this occasion.
Celebration by Salaried families:
Since employer provide bonus to their employees and this is the start of winter season, so people are ready to purchase winter clothes, and family goods with a handful of amount.
Schools, colleges and offices:
Since school, colleges, and all offices are closed on this occasion, parties and fairs arranged for celebration few days earlier to Diwali. Since this is the festival season, maximum enjoyment appears on kid's faces who are regularly receiving gifts and treats in every festival.
Since the occasion is auspicious, big budget movies are released and expected to be hit.
Banks offer more attractive interest rates on fixed deposits, home & car loans etc.
This is the best time for advertising business sector. Since every business sector tries to advertise their product to en-cash this season and advertisement is the best way for this purpose. Advertising companies have enough work in their grip and to make money.
Celebration by different Communities:
Diwali is the festival season when every community, every religion, every locality and every age group is full of enthusiasm. India is a country of festivals where people celebrate every festival with full enjoyment. Though the communities are differ in their religions and cultures but they live together like different colors of one rainbow. They live together with unity and brotherhood and the celebration of same festival in different ways by these communities makes each festival more attractive.