What is more surprising in Indian case is that we already have existing well-established tradition of love, at least for Hindus: Karwa Chauth. As has been mentioned earlier, Indian idea of selfless love which emphasizes purity of heart and intention and focuses on giving and well-being of loved one (at least in theory) is being replaced by imposed idea of selfish love which is measured in monetary terms and focuses on receiving and self-fulfillment (even in theory, in practice I don't think there is much difference). Obviously, there are exceptions and it all depends on couple involved, but I am talking about more general scenario propagated by industry and increasingly accepted by youths.
Frankly, what doesn’t irk me is the idea of promotion of Valentine’s day but rapid promotion by companies in last few years at the cost of denigration of traditional Indian customs. There is undercurrent of campaign against this old festival where some think that fasting and praying for long life of loved ones is sexist (or perhaps too much hard work). Moreover, idea of gifting your loved ones is not new nor something to fret about, what is abrasive about today to me is that someone else telling me when to gift my beloved and corresponding pressure of expectation from significant other. This, of course, is not India-centric problem. Even in USA corporations are robbing festivals like Halloween and Christmas from their family orientation to become more consumeristic nature.
At the end of day though, since V-day has been so deeply penetrated by now that this whole post is futile attempt. I will not wish you Happy Valentine's Day, I will wish you Happy Love!
And now some fun..."real" Valentine's day cards here & here and history (video below)...
(This incidentally is 200th post on this blog.)