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VALENTINE'S Day is around the corner. But with love, business is also in the air. Come February 14, and the cities are abuzz with activity, cashing in on the business of love. And the target? Starry-eyed teenagers and love-struck youth spending time and money, wooing their loved ones.

Chennai, for instance, has seen a spurt in business over the past few years when this predominantly Western festival has taken over the city's young crowd, who were, perhaps, also in need of a youth-oriented festival. Encouraging them to go out and spend money, the companies introduced promos such as, gift schemes, contests, dances, even producing `objects of love' such as cuddly toys, artificial flowers, jewellery and chocolates.

The city is literally painted red with heart-shaped festoons and ribbons perking up drab shopping centres. But to some, celebrating Valentine's Day is a violation of `Indian culture'. A while ago, Shiv Sena and their allied political parties agitated against Valentines Day, branding it as Western culture influence on India. Destroying stalls and shops selling Valentine cards, they forced closure of restaurants.

But the Shiv Sena tries to drive political mileage without stopping for a minute to find out what Valentine's Day is all about. According to one legend, Valentine was a young Christian priest who lived in Rome around AD 270. He was a benevolent priest who, unlike his fellow clergymen, was prepared to go against the Church and perform secret marriages of soldiers who were forbidden from marrying. Emperor Claudius II found the priest guilty and had him executed. A feast was observed on his death anniversary — February 14.

The legend of St Valentine says that while imprisoned in Rome, the young priest wanted to assure his loved ones of his well being. Just beyond his cell window grew a cluster of violets. He picked some heart shaped leaves, wrote, `Remember your Valentine' and sent them with a dove. The feast of St Valentine eventually became identified with the expression of love.

Valentine's day, thus, became a day of expressing love. Valentine's day is, therefore, expression of love — not necessarily to sweethearts. In the US, people visit hospitals and old-age homes. They send flowers to l children.

India has adopted other western methods of living. If we can adopt certain aspects of culture from other countries, why not Valentine's Day, especially if it brings good fortunes to the Indian business community?

V. C. Paul Bahl

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