‘Dhanteras’, or ‘Dhantrayodashi’, is the first day of the five-day Diwali celebration – the day to pray for health and wealth. Believers worship Lakshmi for wealth, Kuber for prosperity and Dhanwantari for health. However, consumerism has reduced this festival to a shopping spree of specific items, like ornaments and brooms; and yet this transformation of Dhanteras is actually a blend of enduring tradition and modern commercialism.
Dhanteras is inspired by the legend of King Hima’s son. When an astrologer foretold his death from snakebite, the young prince was saved by his wife from Yama (God of Death). She lit lamps and placed coins of gold and silver to create a blinding display that dazzled Yama, when he arrived in the form of a snake, to kill the prince. So, Dhanteras celebrations are also referred to as ‘Yama Deepam’ and buying gold and silver on Dhanteras symbolically wards off untimely death. Another legend states that Lakshmi and Dhanwantari emerged during the churning the cosmic ocean (Samudra Manthan) carrying gifts of wealth and health. Hence, celebrating Dhanteras is believed to invite their blessings. Indeed, gold and silver are stable investments and help to build a secure financial future. Buying brooms may seem ridiculous but it symbolizes sweeping away negativity and poverty, associated with Lakshmi’s elder sister, Alakshmi, from the household before welcoming Lakshmi. Moreover, myths suggest, when Lakshmi arrived in Vaikunth (Lord Vishnu’s abode); she used a broom to clean the place. Since then, the broom is regarded as a divine symbol for sweeping away negativity and ushering in prosperity. A clean home is believed to attract Goddess Lakshmi.
Originally, making purchases on Dhanteras was more about reverence and kitchen utensils were a popular choice. The recent emphasis on shopping for specific goods, usually expensive ones, is influenced by commercial and lifestyle changes. Retailers actively encourage shopping on Dhanteras with festive deals and discounts to boost the sale of ornaments, as well as electronics like Smartphones or even digital gold.
The commercialization of the Dhanteras has spread across the country, through mass media and social networks, and has popularized the trend of buying specific items from gold ornaments to broom sticks.