India is a land of traditions and culture that dictates the lifestyle of people here. With more Indian men and women getting educated and with the increasing impact of western ideals on young Indians, several traditional practices that were upheld for ages are losing value at a fast pace.

Open display of affection is held taboo in Indian society. Even married couples in India rarely hold hands or show other overt expressions of love while in public. However this trend is fast changing with media hype and increased acceptance of western lifestyle.

In this scenario it does not come as a surprise that Valentine’s Day is gaining popularity among young Indians. The older folks however, prefer to cling on to the traditional practices in which they were raised and many times disapprove Valentine’s Day to a large extent. Many Indians even believe that celebrations like Valentine’s Day will soon eat into the rich Indian Culture if allowed to continue and ultimately lead to moral destruction of Indian Society.

All this has not in any way deterred Indian couples from using this time of the year to show their love and affection. Valentine’s Day gifts are now hot selling items in online and offline stores with cards, red roses, chocolates and heart shaped balloons topping the list. Youngsters use their creativity to express Valentine’s Day wishes in unique ways. The easy availability of mobile gadgets and the internet is a boon to those who celebrate the day.

While the youth in metro cities and other urban areas indulge in finding ways to express their love on Valentine’s Day, the situation is quiet different in rural areas of India where traditions still have a stronghold. Even young married couples here do not use February 14th to their advantage.

Valentine’s Day is a regular working day with no special fanfare. However it is the busiest day of the year for several commercial establishments like restaurants, discos and gift stores who cash in on young passions that are ablaze on this day.

In spite of the controversy surrounding Valentine’s Day, this celebration is one that seems to be gaining popularity each year. The day is not far when Valentine’s Day will come to be another important Indian Celebration.

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