Coimbatore-based Radhika Devi, a content writer working in Chennai, reached home this morning, with lots of gifts and goodies. The 33-yea-old had received her salary a day before Mother’s Day, and went shopping spree, picking up gifts like perfumes, a sari, and accessories. “This was not how we celebrated Mother’s Day some ten years back. Mother’s Day in the metros and in smaller cities has become very commercial these days. What was a simple family affair has become a large scale celebration with a lot of money involved,” Radhika admits.

Seconding her is her neighbour, Nithya K., who adds that when she was in school, she would make a card for her mother. Nithya tells us that with the help of one of her cousins, she would bake a cake at home, and have her mother cut it. However, since last year, it has become customary to purchase a gift for her mother. “Initially celebrations were simple. I think we are following the footsteps of the people in the west when it comes to celebrating Mother’s Day,” Nithya shares.

Brands and shopping complexes are luring customers with discounts and special offers all through this month in order to encourage people to purchase gifts for their moms. A popular bakery in R.S. Puram is running a Mother’s Day contest. Customers can express their love for their mother either by drawing or by writing a poem. Their works will be shared on the bakery’s Facebook page. The post that receives the maximum number of likes and comments will be declared the winner. The host has promised a big prize that includes baked goodies from their store for the winning participant and his/her mother.

A day after Mother’s Day is Akshaya Tritya, considered by the Hindus and the Jains to be a very auspicious day to purchase gold and valuables. Jewelleries in the city are taking advantage of this occasion and are offering special discounts. Some jewellery brands have clubbed Mother’s Day and Akshaya Tritiya, and are running special offers all month long.

With all the hype that surrounds this special day, for Nirmala Selvi who is celebrating her first Mother’s Day this year as a mother, every day is a celebration of motherhood.