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Significance of Aashadam

PHOTO: K. GAJENDRAN

SHOPPERS' DELIGHT Aashadam is synonymous with discount sales.

For purchase only

Aashadam is one indication that Daushivayaham commenced and is to be spent wholly for visiting holy shrines, temples in addition to charity, bhajan and slokas in praise of gods/goddesses. Business houses cleverly found an innovative idea--of offering huge discounts and gifts for the purchases made during Aashadamleaving their customers not much time for any other purpose such as devotion except spending their time in shopping. Today's Aashadam is for purchase and purchase only.

Puliyuraan Krish Varan
Malkajgiri

No more shoonya maasa

In olden days Aashadam was considered to be a shoonya maasa i.e. no auspicious functions were performed in this month. The gold jewellery and cloth shops wore a deserted look. In order to improve their sales in this month merchants began to announce discount and therefore people began to throng these shops. Aashadam comes after mrugasira karte -- commencement of rainy season. But even the seasons have changed. There are no rains in Aashadam and the temperatures are also high.

B.Vishwanatha Rao
Saidabad

Changed outlook

The outlook of society about the Aashadam is altered today. Really auspicious events like marriages or stepping into new career lines aren't done during this period. But otherwise there is hardly anybody taking the month into account. People are going about as per their conveniences and necessities and are least bothered to hang on to such traditions. But cloth stores these days are creating a hullabaloo out of it .

Preethi Shravan
Tarnaka

Clearing old stock

Aashadam provides a good opportunity for the business houses (especially textile garments wallahs) to get rid of the old stocks before introduction of the latest trendy wear. Usually the prices are doubled and everywhere all over the city, you will find the board Sale Sale! `50% discount offered' prominently displayed by many a shop.

V.K.Sharma
Habshiguda

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