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Valentine’s Day8k8, a day synonymous with flowers, chocolates, and love, has become a global celebration of affection. But beneath the romantic gestures and heart-shaped cards lies a rich and sometimes controversial history. 

How did a holiday rooted in martyrdom and ancient rituals transform into a multi-billion-dollar consumer event? What role did major corporations play in shaping our modern understanding of love and gifting? And why does this seemingly innocent holiday spark such fierce cultural debates in India? 

Let’s explore the journey of Valentine’s Day from cultural beginning to commercialised celebration –

Legendary Origin of Valentine’s Day

Valentine's Day is commonly associated with Saint Valentine, a Christian martyr. However, the precise details of his life remain a mystery, and there are multiple theories regarding his connection to the day of love.

One prominent legend suggests that Valentine was a Roman priest during the reign of Emperor Claudius II. Claudius had banned marriages for young soldiers, believing that single men made better warriors. Valentine defied the emperor’s decree and secretly performed marriages for young couples. When his actions were discovered, Valentine was arrested and ultimately executed on February 14th, around the year 269 AD. Over the centuries, Saint Valentine became a symbol of love and defiance, and his day began to be associated with romance and affection.

Another theory links the day to the ancient Roman festival of Lupercalia, which was celebrated around mid-February and was characterised by fertility rituals. As Christianity spread, the church sought to replace pagan festivals with Christian holidays, and Lupercalia was eventually replaced with St. Valentine’s Day. 

From Love to Commerce

Over time, Valentine’s Day evolved from a solemn religious observance into a full-blown commercial event. The practice of giving gifts, particularly greeting cards, flowers, and chocolates, became central to the celebration.

In the 19th century, the tradition of sending handwritten love letters became widespread. This was further popularised by the introduction of mass-produced Valentine’s Day cards. In the US, Hallmark Cards, founded in 1910, played a significant role in popularizing the day as a gift-giving occasion. The company saw the potential for expanding its greeting card business by marketing Valentine’s Day cards as a way to express affection. Soon, the day was no longer just about the sentiment of love—it became a retail event.

By the late 20th century, Valentine’s Day had become a multi-billion-dollar industry, with consumers spending on everything from flowers to high-end jewellery, dinners, and getaways. Major corporations and retail chains now treat Valentine’s Day as an essential commercial holiday, driving a capitalist cycle of demand and supply for romantic gifts. 

As the marketing efforts expanded, the true essence of the day, rooted in love and affection, was often overshadowed by the pressure to purchase lavish gifts.

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Hallmark, Archie’s Cards, and the Commercialisation of Love

It was not just Hallmark,ss777 com but also other card companies like Archie’s, which played a major role in shaping modern perceptions of Valentine’s Day. Through advertisements and promotions, companies like Hallmark and Archie’s created the notion that love must be expressed through material gifts. 

These cards, often embellished with catchy phrases, beautiful artwork, and pre-written expressions of love, became the default mode of showing affection. The underlying message? Love can be summed up in a card, a bouquet of roses, or a box of chocolates.

In the process, Valentine’s Day shifted from being a personal, intimate celebration into a day of consumerism. People started feeling obligated to buy into this culture, even if they didn’t particularly celebrate the day. And thus, the capitalist cycle of Valentine’s Day, where love was sold as a product, was born.

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Hindutva Groups' ‘War Against Love’

While Valentine’s Day became widely celebrated across the globe, it did not come without its share of cultural opposition. In India, where traditional values are held dear by many, groups such as the Vishwa Hindu Parishad (VHP) and other Hindutva organizations have been vocal in their protests against the celebration of Valentine’s Day. These groups argue that Valentine’s Day, with its foreign origins and commercialization of love, is an attack on traditional Indian culture.

In the early 2000s, the VHP and other Hindu nationalist groups began to organize protests, claiming that Valentine’s Day was a Western import that undermined Indian traditions. They argued that the celebration encouraged promiscuity and materialism, contradicting the values of modesty and respect in Indian society. As part of their protests, these groups have often clashed with couples celebrating the day, going so far as to stage public confrontations, sometimes harassing and attacking young lovers in public places.

For instance, in 2018, Hindu far-right groups continued their moral policing by smearing black powder on the faces of supposed lovers or beating them in the street. A policeman was even caught on video spinning a woman around by her hair as punishment for her supposed “immoral activities.”

In 2019, a Hindu group protested Valentine's Day in India, highlighting the ongoing tensions surrounding the celebration.

These protests have sparked heated debates across India about the balance between embracing global culture and preserving indigenous traditions. 

While some argue that Valentine’s Day has become an important occasion for expressing love in modern times8k8, others believe that its celebration represents the erosion of traditional family values and Indian customs.