Tamil Nadu comes alive with great fervour during the famous Aadi maasam, a Tamil month that falls between July and August in the English calendar. This is a period that is especially famous for the innumerable tempting retail sales that pop up everywhere. What's even more interesting, is that these lively sales are rooted in a peculiar facet of Hindu astrology!
Are you curious about the month’s significance yet? Let’s dive into the significance of Aadi maasam, and its iconic sales.
The Fascinating Stories Behind Aadi Maasam
Aadi is the fourth month in the Tamil Calendar and falls between mid-July and mid-August. This month is said to mark the change in the position of the Sun from Uttaraayanam to Dakshinayanam, or northward to southward.
Since time immemorial, some schools of astrology have regarded this month as inauspicious and advised us against hosting big celebrations, such as weddings or house warmings. This superstition stems from the belief that Aadi marks the commencement of nighttime for the devas, also known as demigods; this period is oft referred to as 'dakshinaayana punyakalam’ in Tamil Nadu. Hence, receiving blessings from the devas during their restful period becomes challenging.
This is why some reckon that the month is primarily meant for spiritual reflective thinking.
To boost sales during this traditionally slow shopping period, store owners began announcing special offers, which eventually became a permanent fixture, and how! To ensure the flow of more enthusiastic customers during this period, shop owners began presenting irresistible deals on their products at unbelievably low prices, and ended up captivating a wide range of consumers, even those who were not typically inclined towards making purchases.
In contrast to this whole belief system, there exists another; one that believes that Aadi Maasam is the time when Goddess Shakthi is at her most powerful, and she is worshipped in all her glorious forms all month long. Her devotees fervently seek her blessings for wealth and happiness. This calls for a grand celebration, and the festive month of Aadi is filled with a multitude of events, laced with pomp and splendour. Aadi pirappu, Aadi Velli (Friday), Aadi Chevvai (Tuesday), Aadi Amavasai, Aadi Pooram, Aadi Karthigai, and Varalakshmi Nonbu are among the festivities that grace this auspicious period. However, shining above them all in significance is the revered occasion of Aadi Velli.
Aadi Velli holds a special significance due to its association with the divine forms of Goddess Shakthi celebrated on each of the five Fridays throughout the month. These Fridays are dedicated to the myriad different manifestations of the goddess, each bestowing exceptional blessings upon her devotees.
The first Friday is dedicated to Goddess Swarnambika, believed to be an embodiment of Goddess Parvati and the deity of wealth. The second Friday honours Goddess Angala Amman, a form of Goddess Kali, known for granting "Siddhi", extraordinary intelligence.
On the third Friday, devotees pay homage to Kalikambal, another form of Goddess Parvati, who blesses with courage and good health. The fourth Friday is devoted to Kamakshi Amman, another manifestation of Goddess Shakti with the ability to remove obstacles and bestow her devotees with courage and well-being.
The last and perhaps most significant Friday is reserved for Goddess Varalakshmi, a day cherished by South Indian women. On this day, women observe a fast, known as Varalakshmi Vrutham, and perform a special pooja, or ceremony, to invoke the blessings of the goddess for themselves, their marriages, and their families as a whole.
With each Friday in Aadi Velli being dedicated to a different divine form of Goddess Shakti, this sacred month provides devotees with a wonderful opportunity to connect with the goddess and seek her blessings for various aspects of their lives.
But Is It Time For New Ventures?
Yet another school of thought believes that Aadi is an auspicious month for new beginnings and new ventures; this means making significant purchases and preparing for celebrations and festivals! The belief is that any new endeavour or investment made during this time will bring prosperity and success.
People actively participate in cultural and religious celebrations, and shopping for essential items plays a crucial role in these grand preparations. The availability of discounts, promotions, and attractive offers during Aadi sales encourages all shoppers to head to their favourite stores. It breathes new life into stores and shopping complexes, and even encourages people to head online for their binge too!
Well, whatever the belief, Aadi sales most certainly attract a large number of people, creating a festive and lively atmosphere around the city. It becomes a time for social interactions and community bonding, as friends and family members come together to shop, share recommendations, and enjoy the cultural experience. The sales serve as a platform for people to connect, celebrate their traditions, and strengthen their cultural identity.
As the Tamil community engages in shopping traditions and practices during this auspicious month, it creates a vibrant market atmosphere with various benefits for consumers and businesses.
Embrace the spirit of Aadi and indulge in the joy of Aadi sales. Explore the wide collection of stunning sarees from Anya Online collection at up to 50% off! Join in the festivities, discover amazing deals, and celebrate the traditions of Aadi with us.