Aadi is the fourth month in the Tamil calendar. Usually weddings do not take place in this month, the real reason behind this is that if a woman conceives in this month, the baby will be born in the Tamil month of Chithirai (April 14 – May 14), the hottest period in Tamil Nadu. Hence the month of Aadi was dedicated to worship of Goddess – Amman.
It is a great sight to see all Amman temples decorated this month with various functions and rituals like pongal, maavilakku and theemidhi taking place widely.
All the Fridays of this month are even more auspicious with special poojas and alangarams to the Goddess in all the temples in Tamil Nadu.
Varalakshmi Vratham, a special pooja by the ladies for the welfare of their husband falls on one of the Fridays of Aadi.
The 18th day of Aadi is called Aadi perukku with fresh water flow into river Cauvery. It is a great celebration in the regions where Cauvery flows, but even people in other towns and cities follow the thanksgiving to Cauvery with special prayers and grand feast with different mixed rice like jaggery rice, tamarind rice, coconut rice, lemon rice, aviyal and vadaam.
Aadi Krithigai is special for Lord Murugan and special prayers including kavadi take place in all Murugan temples not only in India, but even in countries like Malaysia, Singapore and Sri Lanka.
Aadi Pooram is special for Aandal and valaikaapu takes place in Amman temples on this day.
Aadi Amavasya is important and even people who do not follow the rituals to be done on other Amavasyas, do it on this day.
During the month of Aadi, the clothes shops, especially the ones selling pattu saris saw a sharp drop in their sales as the wedding season begins in full swing only in Aavani, the month after Aadi. But this is an old story now. About 8 years ago these shops started a 50% discount sale in the month of Aadi. This developed so well that nowadays, the shops seem to be more crowded in the month of Aadi than the others.
This is applicable not only to clothes and jewellery
but also electronics
and even footwear
With the result Aadi is not only Bhakti Thiruvizha but also a Shopping Thiruvizha in Tamil Nadu!