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Diwali is not only the most celebrated Festival in India but also an occasion at which gifts are exchanged between friends and families.
Private sector companies also disperse bonus to staff as a mark of celebration of Diwali, in addition to offering them gifts such as sweets, home appliances, electronic goods and other items. A company in Gujarat is reported to gift houses, cars and gold jewellery to its staff on Diwali Day.
The tradition of exchanging gifts and shopping is very popular during Diwali.
People go out of their way to splurge themselves and their loved ones as it is associated with prosperity.
This tradition of shopping and exchanging gifts has been harnessed by marketers today. Most manufacturers and suppliers launch their products or announce special offers to attract people.
Corporate India sees a boom time during Diwali.
Newspapers and magazines release special issues to commemorate Diwali.
The significance
The basic idea behind the tradition of exchanging Diwali Gifts is to accelerate the feeling of love, bonding, affection and appreciation. People convey their respect, good wishes, blessings, love and appreciation for their dear ones through gifts. Since Diwali is a religious festival, sending Diwali Gifts also symbolises one’s prayers to the Almighty for the prosperity and well-being of the recipient.
The Tradition
Gifts are exchanged on Diwali day and this is not a recent trend.
This has been followed since ancient times, when Indian households solely depend on farming and cattle rearing for their livelihood. Sweets and decorative items were produced at home and gifted.
In South India, newly married couples spend their first Diwali at the residence of the bride with other members of the family. Depending on affordability of the family, jewellery, silk sarees and cash offered to women (especially the bride, while men (especially bridegrooms) receive gold rings studded with diamonds or precious stones. Children are presented with new clothes.
Rich families gift cars, properties and other expensive items to daughters and sons-in-law, at least on the first Diwali after marriage.
A number of gift items that were popular in the 1960s have returned to the modern-day Diwali list. Among them are Lakshmi Statues, Figurines and Gold Coins, Ganesha Statues, Figurines and Gold Coins, Wrist Watches, Artifacts, Brass Lamps, Diwali Candles, Pooja Thali or Plaque, Silk Sarees, Silk Saree Wraps and Skirts, Boxes of Dry Fruits, Sweets and so on.
Photo Caption: 1. A wide range of gifts are on sale 2. Sweets appeal and satisfy all
