Father's Day celebration is market-driven: Experts

RANCHI: "You have such a big heart filled with so much kindness and love, I feel so very lively to have you as my dad" - such beautiful words dedicated to every father on this earth on the occasion of Father's Day which is celebrated each year on third Sunday of June.
The market has also geared up to celebrate this day on June 17 which a few years ago was hardly a trend to be seen in the society.
The market this time had thought to celebrate the day with variety of big cards to small ones attracting the children with some saying "to the most amazing daddy, super cool, super star".
Apart from that there are scrolls in which beautiful messages dedicated to fathers and then there are coffee mugs and photo frames especially designed for the occasion.
Besides, the shops are providing amazing offers to customers on this day. "We thought to cater discounts for the customers according to their father's age. Like if anybody's father is of 50 years, the customer can get a discount of up to Rs 500," said a shop owner.
The sociologists have a different take on the day. "Today is the world of globalization which builds touch with the whole world, their culture and social norms. Definitely the celebration concept of Father's Day and many such days which we celebrate have become a norm in the society. Earlier we never used to celebrate but now this celebration concept is catching very fast among the youths. Somewhere it's a good concept due to which the family member's come together and a united family concept is created. The market has tried to capture that notion and attract the youth brigade which is the most active in making such occasions popular," said P K Chaudhary, the head of the department, sociology.
Karma Oraon, professor and head of the department of anthroplogy, said, "Today we live in a westernized and modernized world where mixture of the cultures is very common. Hence we have also started celebrating such special occasions and a market hype we can say does the work of adding fuel to the fire."
Jyoti, who was searching a card said, she had thought to give a card to her father who is out of town. "The market caters for us and according to our interests. So I don't believe that things are market driven."