BENGALURU:

is losing favour among many millennials, who believe the occasion is the product of capitalism, makes single people feel lonely, and puts unnecessary pressure on couples to express their love.

“It’s also a cliché. If you are in love, do you need a special day to celebrate?” said 27-yearold Nupur Awasthi. Bikashita Bhattacharya, a student, said

Valentine

’s Day celebrations were just hype and lacked meaning. “It’s a contrived attempt to make someone feel special when they are down or going through a difficult phase in life. A real gesture would be to stick around and support such people,” she said.

Gargi, a writer, said events in the run-up to February 14, such as Rose Day and Hug Day, had diluted the essence of the day. “It is an overrated celebration riding on marketing strategies,” she said. Pharmacist Fauzia Tarannum, 28, finds the occasion annoying and funny in equal measure: “Some people run around to buy gifts and the right outfits.”

According to Raja Sandeep, a software architect in the US, an average couple in America spends $200 just on restaurants on February 14. “That’s two months’ worth of groceries. Some of my friends are celebrating the day by paying off a part of their student loans,” he said. Sara Fathima, a writer, called Valentine’s Day a “capitalistic ruse”. “It’s driven by capitalism and consumerism, creating an atmosphere which can trigger depression. One feels huge pressure to make plans,” she said.

On the flip side, even anti-Valentine’s parties are organised in some places. “Everyone wants to make money off the day, one way or the other,” said Chandan, an entrepreneur.