Have you ever wondered why every Hindu woman seems to be wearing a different color each day during Navaratri lately? How did this trend become so mainstream, and why the sudden pressure to follow it?
Growing up in a moderately orthodox Brahmin family 40 years ago, I don’t recall any talk about color-coded outfits for Navaratri. We had rituals, prayers, and festivities, but nothing about wearing a specific color each day. Now, it feels like there’s an expectation for every woman to conform—whether out of devotion or because it’s supposedly tradition.
So, I did some digging, prompted by a post from my friend Veena Achar, and discovered the origin of this trend. Apparently, back in 2003, the marketing team at Maharashtra Times came up with this idea to engage more female readers during Navaratri. They crafted a narrative around nine distinct colors, each representing virtues like strength, tranquility, and devotion.
And voilà, it worked—maybe even more than they expected. Suddenly, Navaratri wasn’t just about celebrating the divine feminine; it became about wearing the “right” color each day, symbolizing that particular day’s virtue. The symbolism is charming—who wouldn’t want to channel tranquility, devotion, or strength? But it’s striking how quickly this marketing idea was embraced, transforming into what many now see as “tradition.”
It’s wild to think that I could embody a virtue for a whole day just by wearing that color. Should I try tranquility today or strength tomorrow? Or mix them both? Maybe just stick to one color for nine days and hope it carries all the virtues!
I’m genuinely curious—what do others think about this sudden push for Navaratri color codes? Are we unknowingly buying into a cleverly marketed idea that has now become almost obligatory? How many other “traditions” started out like this—a compelling story that became indistinguishable from something truly ancient?
For anyone else pondering this, here’s an interesting read that sheds some light on the phenomenon: https://lnkd.in/ghqUpBAn
Now, I’m not against celebrations at all—quite the opposite. My little Golu this year is a miniature, therapeutic version that brings together storytelling dolls, clay miniatures, and other tools I use every day to express, heal, and connect.
Disclaimer: These are just my personal reflections—not meant to disregard anyone’s choices or traditions.
And here’s a flower for today from Campus (though I can’t guarantee it matches today’s color!) 
Thank you, Veena Achar, for sparking this thought journey.
