Aadi Masam is the fourth month in Tamil Calendar and some people consider the month as inauspicious or bad as Dakshinayana Punyakalam, the night time of Gods, begins in the Aadi month. But numerous unique Tamil rituals and festivals are also observed during Aadi month so some people consider it as auspicious.
In some regions newly married couples stay separate during Aadi month. This is because in earlier days it was considered that if a woman conceives (get pregnant) in Aadi month, she will deliver in March or April the hottest months. This would put the life of mother and child in danger. But this custom is not followed by many people today.
Dakshinayana Punyakalam, the night of Devas, begins on the first day of the month Aadi. The sun changes its direction during this period and next six months is the night time of the gods and ends with Uttarayan in January. Due to this reason, no auspicious events are held in the month.
Numerous rituals are held in Aadi month.
Tuesdays in the month Aadi is highly auspicious and is referred as Aadi Chevvai.
Fridays in the month is dedicated to Goddess worship and is known as Aadi Velli.
The Karthigai Nakshatram day in Aadi month is observed as Aadi Karthigai and is dedicated to Muruga.
Aadi Amavasai or no moon day in the month is dedicated to performing rites dedicated to dead ancestors.
Aadi 18 Perukku a festival associated River Cauvery is observed on the 18th day of Aadi month.
Another important festival in the month is the Andal Pooram dedicated to Shri Andal an ardent devotee and Sri Ranganatha.
Varalakshmi Puja, a popular observance by women, is also observed in the Aadi month. The Friday that comes before the Full Moon, or Pournami day, of Aadi month is chosen to perform Varamahalakshmi Puja.
Another unique feature of the Aadi month nowadays is the Aadi Masam sales. Huge discounts are given by shops to attract customers.