The ancient tradition of fasting in India has always been a sacred affair. Men and women continue to fast for many reasons. Right from religious purposes to freedom struggle, fasting has dominated the lifestyle of diverse cultures thriving in every part of the country. There are more than 150 types of fasts (well-known & lesser known) that are observed in India! While most of them are religious rituals, some of them have become glamorous-like fasting of married women during Karva Chauth.

Does the myth and legend of Karva Chauth dominate the New Age Indian Woman, with its fantasy, legend and its relevance, & glorification with generation next? What has made this fast so commercial, popular and certainly romantic for the young girls of marriageable age? We uncover the fascinating ritual of fasting.

Apart from Mahatma Gandhi’s fast for satyagrah, which became famous worldwide, the Karva Chauth has gained importance and popularity for various reasons. Every Hindu married woman is required to perform this fast approximately a month before Diwali, the biggest festival in the calendar year. Over the years the fast has become synonymous with young brides who fast and pray for the long lives of their husbands. What’s made the fast more popular is the influential Hindi cinema, which has glorified the pious wife (pati-vrata stree) through immortal song and dance sequences and crucial twists in the film story. Enough songs have become popular in the last fifty years singing the praises and power of a woman whose ‘suhaag’ shall forever remain protected as long as she keeps Karva Chauth. Her husband will come again and again as her savior for the next seven births!

Women in India have unflinching faith and power in this fast. The tradition is carried on from the mother-in-law to daughter-in-law, which is unique (as most other traditions are passed from mothers to daughters)! The New Age Hindu bride continues to be in the grip of this emotional, romantic bonding with her husband who is also her lover from the mysterious past. Karva Chauth has become so popular that now television commercials also have cashed on its immense popularity. Blockbuster films like Kabhi Khushi Khabi Gham, Mohabbatien and Hum Dil De Chuke Sanam have the leading heroines performing Karva Chauth. The songs are connected to the scenes of the fast have helped the movies to become popular. Young girls secretly keep fasts for their ‘boyfriends’ who would be their husbands of some past life! The romance attached to it makes them fast much before they are married!

A few women spoke about the relevance of the fast. Mrs. Ram Dayal is nearing eighty and she has kept her fast since she married 50 years ago. She says, “We fasted because it was in our culture and we wee scared not to displease our elders and gods. I am glad my daughter-in-law has continued the tradition, even though most girls in Mumbai don’t observe it.” Her daughter in law says, “I chose to respect my in-laws decision to observe the fast”, I really don’t know if it will help my ‘suhag or not. Is it not too preposterous to think like this today? I will also talk about it to my daughters but I am not sure they will agree to it. They already think less of the Hindi movies around and the traditions they explore.”

A young NRI girl came back to India to feel her roots. Married recently she came home to Delhi for Diwali and decided to observe the fast. Archana said over the e-mail, “It doesn’t matter much, but for me it was an experience to see these women dress up in the evening. The whole day long they fasted; shared stories did pooja-paath and put mehendi on their hands. And then in the evening they all gathered together on the terrace to see the moon. It was quite like the Hindi films, except that it was for real. Back in States I couldn’t do it. Maybe if we return to India I may continue. But can’t say for now…”

Says an Indian documentary producer over the phone, that, “Karva Chauth has been immortalized because it symbolizes eternal romance between a man and his wife. After marriage most people think it is full of adjustments and torture to the wife. This fast reinstates faith in married couples. I think it is a beautiful concept. I do know of some men also observing the fast with their wives.” He also adds, “Karva Chauth has become so popular that even commercials today use them.” The Cadbury and Chevrolet commercials prove that the romance of Karva Chauth remain popular in the market.