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Last week all my friends and we went out shopping during the greatest shopping fever in USA – Black Friday. To add the icing, today is the Cyber Monday – thereby adding wonderful deals on the internet encouraging the shoppers to shop around if they missed anything on the Friday. While on the way back home and discussing our loots, we discussed how consumer centric have all the festivals became? The day – "Black Friday" was supposed to be the "day after thanksgiving". As a tradition, the family would get together for the dinner on Thanksgiving Day and discuss their ideas. Getting clues from the discussions, the enthusiasts would then go out and buy the gifts to place under the Christmas tree. And look what has Black Friday turned out to be?

Is this insane? Does this happens only in US? Don't we Indians, despise such an expose of consumerism?

NO.

Just look at the lines of the consumers hoarding at the jewelers to buy gold on "Akshaya Tritiya" or the large number of shoppers buying metal on "Dhanteras". Ever noticed, how all the sales are offered around the major festivals be it global or regional?

The question then asked is why is there a mixture of the rituals along with the sales to promote consumerism. Well, they have always been together.

All our religion and the holidays are geared towards expanding the culture and helping the society. Growth is measured in terms of the accumulation of wealth or the realization of Lakshmi. Almost all of our functions or holidays or events tell us to buy new clothes, articles or even idols of gods. These have become rituals as we have been following them the same way in the past and want to follow them in the similar manner. Consider the growth of the society in this cycle – A household works hard to accumulate Lakshmi. The household later spends the same in the market (or gives it to the business) to get something to appease him, show off his acquisition of Lakshmi and at the same time – to complete the ritual. The business which takes the money from the household, in turn passes it on to the others who continue to produce the articles for which the Lakshmi is exchanged. This is a cycle. The more you spend, the better is the society. The better is the society, the better you live. After all we all strive for a better life, aren't we?

This phenomenon has not spared the God either. Look at Vishnu. Clad in golden clothes, wearing different types of cosmetics and even multiple jewelry. To decorate an idol of Vishnu, one needs to get to a clothes merchant, a jeweler, an idol maker and probably a painter as well. These will in turn reach out to their own industry for the raw materials. Every incarnation of Vishnu has been business friendly considering this. On the other hand consider the Shivalinga – not a great business friendly example. But wait till Shiva is transformed into Shankara through marriage with Parvati or is attracted by the Mohini avatar of Vishnu.

This transformation is actually realization of the needs. This is what we call as Marketing in the B-School.

We – Indians have all of it in us – turning business friendly, warlike or even knowledge oriented at any given instance. It's tough to say who is what at the given moment.

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