The temperamental Indian monsoon cannot be commercialized

It’s here. Whew. From stock markets and vegetable markets to beleaguered governments and stewing people and animals, there is a sigh of relief that the most temperamental of annual visitors has finally landed. The monsoon.

Considering it has been arriving more or less without fail for longer than recorded history, the trepidation and anticipation its imminent onset evokes annually is surprising. A billion minds will it to arrive, with more intensity than the countdown of shopping days before Christmas in western nations. It is certainly India’s largest festival, an umbrella celebration that is secular too, where meteorological mavens assume the combined role of prophets and soothsayers.

Of course, they occasionally end up being apologists and rationalisers too, if the rain-bearing clouds play hookey, whisked away by a naughty El Nino. Given the all-India focus on 'The Advent', it is surprising that marketing companies have not invented a 'Monsoon Day', to give Indians another incentive to buy season-specific goodies.

Maybe it’s because the monsoon inevitably rains on their parade by refusing to guarantee arrival on the same day every year. The solution could perhaps be a “ceremonial date”, like in the US, where the rain arrives officially on June 15 and departs on September 30.