Aadi is finally here! So, whenever we’re in the month of Aadi, all we see is “SALES, SALES, SALES!”.
Prior to the pandemic, when you walk down the streets of Little India during this month, you’ll hear all the anne calling you in, saying, ‘AADI SALES!,’ and our mothers are usually the ones who get excited.
But does AADI only refer to ‘sales’? Certainly not!
Aadi is the fourth month in the Tamil calendar, falling between mid-July and mid-August. For the year 2021, aadi begins on July 17 and ends on August 16. In the Aadi month, Lord Surya (the Sun God) is said to shift his direction from north to south.
This Dakshinayana punyakalam, or night time of the Devas, lasts six months from Aadi to Margazhi.
Many people consider Aadi to be inauspicious and avoid major celebrations such as marriages during this month. This is primarily due to the fact that this month marks the beginning of dawn or night time for the devas, or demigods (‘dakshinaayana punyakalam’). So, it would be difficult to receive the devas’ aashirwadams or blessings while they were resting.
Initially, some of our communities separated newlywed couples during the Aadi month. The bride’s parents used to bring her back to their home. This was due to the fact that women who conceived during the Aadi month gave birth during the hottest months, April and May. Those days Previously, when there were no hospitals, infant mortality was high during the hot months.
That is why this month is primarily meant for spiritual reflective thinking.
If there are no auspicious events happening during these months, it also means that this is the ‘downtime’ of the jewellery and saree business because there will be no purchasing mandated. This is why there are ‘Aadi sales.’
To boost sales during this period, store owners began announcing special offers, which had now become a permanent fixture. To attract more customers during this slow shopping season, retailers began making offers that are difficult for even the most casual buyer to refuse. Fast moving and expensive goods are offered at unimaginable prices, attracting everyone.
The cash generated is reinvested in order to purchase the most recent stock and new market arrivals, which serves as a significant asset for their Deepavali sales in October and November.
That’s why, we must explore our Hindu traditions and beliefs not only religiously, but also scientifically and logically. They have thought of so many things that have made our lives so much easier.
On that note, was there anything else we missed about the month of Aadi? Please share your thoughts in the comments section below.