[6] Following the economic liberalisation in the early 1990s, a new middle class emerged who could afford access to foreign TV channels and card shops.
[5] Shiv Sena leader Uddhav Thackeray has called it an attack of the west on Indian culture and that it is attracting youth for commercial gain.
[9] In Maharashtra, the Shiv Sena often threatens commercial establishments to stop selling goods that celebrate Valentine's Day.
[10] The Mumbai city unit chief Nana Wadekar of Shiv Sena has stated that Valentine's Day encourages obscene and vulgar acts.
[11] Sri Ram Sena leader Pramod Muthalik has said that if his activists catch couples in public on Valentine's Day, they would be forcibly married.
[6] Couples roaming in public parks are sometimes caught by vigilantes and their hair is cut off and their faces are painted black to humiliate them.
[16][17] Between February 3 and 15, 2010, Pune police proscribed "gathering in groups and disturbing peace, playing drums or any other music systems loudly, showing of affection in ways that tantamount to obscenity, throwing colours under influence of alcohol, disturbing peace in public places and obstructing traffic, doing vulgar acts in schools, colleges and encouraging anti-social activities" to be under Section 144 of the CrPC (unlawful assembly) in all public and private places under the jurisdiction of the Pune police commissioner.
[11] In February 2015, Chandra Prakash Kaushik of Hindu Mahasabha said that anyone found celebrating in public places, like malls and restaurants, in the week around Valentine's Day will be forcibly married.
[19] In 2012, self-proclaimed religious leader, Asaram, who is currently serving a life imprisonment for raping a minor girl, said that 14 February should be observed as "Parents Worship Day".
A group called "Consortium of Pub-going, Loose and Forward Women" was formed on Facebook and it asked people to mail pink underwear to Muthalik.
[26][27] According to an article in CNN "But the move appears to have backfired and been abandoned after it prompted a flood of internet memes, cartoons and jokes by TV hosts about the importance of consent".