For many women in India, Karwa Chauth as a festival took a more concrete shape and form thanks to movies like Dilwale Dulhania Le Jayenge, Kabhi Khushi Kabhie Gham and Baghban. The elaborate Karwa Chauth scenes in these films underlined the importance of the festival, and also turned into a fad of sorts. There is something fascinating about dressing to the nines and proving your love for your spouse by fasting all day. The female audience of Bollywood movies bought into the trend pretty quickly, and Karwa Chauth also became popular among people who are traditionally not obliged to observe it.

Karwa Chauth is observed in certain Hindu communities, predominantly by married women. It is a day-long fast women observe as a symbol of their love for their husbands, praying for their long lives. Wives fast from sunrise to moonrise, praying for the health of their husbands. The fast is broken after spotting the moon in the evening. Husbands are supposed to feed their wives to break the fast.