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Holi, the festival of colours, is one of the most vibrant and joyous celebrations in India and across the world. Rooted in tradition, mythology and togetherness, Holi marks the arrival of spring, the triumph of good over evil and the renewal of relationships through music, dance and colourful powders. But beyond the fun and revelry, Holi carries deep cultural and spiritual significance.<\/p>
The history and legends of Holi<\/h2>
Holi has been celebrated for centuries, with its origins dating back to ancient Indian scriptures. Several legends are associated with the festival, the most well-known being the story of Holika and Prahlad and the playful tales of Krishna and Radha.<\/p>
The legend of Holika Dahan: The victory of good over evil<\/h3>
According to Hindu mythology, Holi is linked to the legend of Prahlad, a devoted follower of Lord Vishnu. His father, the demon king Hiranyakashipu, opposed his faith and wanted him to renounce Vishnu. The king’s sister, Holika, who had a magical cloak that protected her from fire, tricked Prahlad into sitting on a pyre with her. However, as the fire blazed, the divine protection shifted to Prahlad and Holika was burned instead. This event symbolises the victory of good over evil, and the ritual of Holika Dahan \(bonfire\) on the eve of Holi represents this triumph.<\/p>
The playful love of Krishna and Radha<\/h3>
Another beloved legend behind Holi comes from the stories of Lord Krishna and Radha. It is said that young Krishna, with his dark complexion, was worried that fair-skinned Radha might not accept his love. His mother playfully suggested that he apply colour to Radha’s face, which he did, leading to the tradition of throwing colours during Holi. This playful gesture became an expression of love and unity, and today Holi is widely celebrated as a festival of joy, romance and togetherness.<\/p>
The meaning behind Holi’s colours<\/h2>
The festival is best known for its vibrant colours, which hold deeper meanings rooted in tradition and symbolism. Each colour represents a different emotion and blessing:<\/p>
Red – Love, passion and fertility<\/li>
Yellow – Prosperity, happiness and healing<\/li>
Blue – Divine energy and strength, representing Lord Krishna<\/li>
Green – Renewal, nature and new beginnings<\/li>
Pink & purple – Joy, festivity and playfulness<\/li><\/ul>
People smear each other with gulal \(coloured powders\), drench friends with water balloons and dance to traditional dhol \(drums\), making Holi one of the most exuberant festivals in the world.<\/p>
The traditional cross-border payments market has been defined by long settlement periods, high transaction costs, and limited accessibility to international endpoints. As successful businesses expand internationally and start operating across multiple jurisdictions, they have historically faced significant payments paint points – including cross-currency risk exposures, significant hidden costs, and delays in receiving funds.
The COVID-19 pandemic significantly accelerated the shift away from this traditional model towards digital payment solutions, refocusing the industry by putting the customer first and prioritizing convenience across the business payments ecosystem. With instant payment volumes increasing 40% to 60% per year globally according to a recentMcKinsey report, businesses operating cross-border want peace of mind that the financial transactions they rely on are consistent, seamless and affordable.
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The Paysend Business payments platform is part of our wider portfolio of tools for businesses which includes Acquiring solutions and Stores. Learn more about our full Paysend Business offering here.
With a personal account manager and 24/7 support, our customer services team is always here to help – if you have any questions or need a hand getting set up, don’t hesitate to contact us here.