Why Valentine's Day makes some Indians 'cringe'

What are your plans for Valentine's Day? The study also found that many couples prefer treating it as any other day, with 9 per cent stating they don’t believe in celebrating Valentine’s Day in a grand manner and would rather focus on making consistent, sustainable efforts throughout the year. Today, brands jump on the Valentine's Day fever, offering discounts "in the spirit of love," further pressuring people to celebrate and making some feel disassociated. Like, some guy just decided it was going to be lovers’ day, and everyone followed?” Riya tells India Today that she would rather celebrate her anniversary than spend extravagantly on Valentine's Day. She says people feel like they have to go big, like there’s some unspoken rule that Valentine’s Day has to be extravagant.