Dr Bharti Gupta

bharti.ttm@cujammu.ac.in

Diwali, traditionally revered as the Festival of Lights, has long symbolized the triumph of righteousness over immorality, humility over ego, and gratitude over greed. Rooted in rituals like Lakshmi Pujan, diya lighting, and Ramayana storytelling, it celebrates the return of Lord Rama, Sita, and Lakshman to Ayodhya, emphasizing values of dharma, sacrifice, loyalty, and collective joy. It is also associated with Lord Ganesha’s wisdom and Goddess Lakshmi’s blessings-not merely of wealth, but of purity, balance, and prosperity earned through righteousness.

Yet today, the spirit of Diwali is steadily being overpowered by commercial capitalism and Global Market Forces, which have rebranded it into one of the world’s biggest shopping seasons. What was

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