Rattan is only 19 years old and he is working overtime in a Pizza corner. When I asked him why is he working double shift in spite of bad health, his reply was 14th February. I was supposed to as him about 14^th Feb, but quickly realized that it’s Valentine’s Day – the day eagerly awaited by both young and old across the world and Indians has joined the every growing Valentine celebrations.

This is just a small story. I come across many such stories of my friends when we were in college. They used to work in bars, petrol pumps, road shows just to make that extra buck so that they can spend that money on their Valentine.

Why do we Indians celebrate Valentine’s Day? Do we really need a Day to express our love to out beloved ones? I don’t think so. Valentine’s Day is a western concept. The concept was launched in India by multinationals who wanted to target the younger crowd and promote their products. Things clicked for them and we religiously followed it. People shop till they drop for this day. From simple cards to flowers, artificial rings, to diamond and platinum jewelry, everything sells for this day.

Indians have forgotten Karwa Chauth a very religious festival where the wife waits the whole day without even taking a drop of water and only takes the food from her husband after seeing the full moon. Can any Valentine’s Day boast of this kind of love and affection? Taking no credit from Saint Valentine, who helped young lovers and married then off, Valentine’s Day in India is, just a marketing ploy to target the Indian consumers.

In my viewpoint I don’t need a day to express and spend precious moments with my partner.  It’s just a marketing gimmick where we empty our pockets by buying our valentine expensive gifts. For me- everyday is a Valentine’s Day, every hour; every second is a valentine’s day. So for me 14^th February is just another day.