Jara Jivantika Puja is mainly observed on Fridays in the Shravan Month in Maharashtra and
Gujarat. In 2017, Jara Jivantika Puja dates are July 28, August 4, August 11, and August 18. Jara Jivantika Vrata is dedicated to Goddess Ma Jivantika – Hindu goddess who is the protector of children. She is also believed in helping couples to get children. Goddess Jivantika is worshipped on all Fridays in Shravan month. The mantra that is chanted on the day is " Om Shri Jivantikayai Namah."
Married women observe the Jara Jivantika Puja for the welfare of their children and to get healthy babies.
Women who observe the Vrat wear only red clothes on the day and avoid social functions. After the morning bath, she performs an Arati to Goddess Jivantika. After the puja, some rice is held in the hand and the devotee asks the Goddess to protect her children and then she sprinkles the rice on the head of the children.
Women avoid cooked food on the day. Usually, they only consume fruits and water. Some people do not sleep during night but this is skipped by many people.