Unlike the linear "tick-tock" of the Western clock, Indian culture views time cyclically (Yugas). This is reflected in festivals. Indians don't just celebrate an event; they celebrate seasons, harvests, and astrological alignments. This is why Indian culture and lifestyle content is seasonal—there is always a festival preparation guide being published, be it Diwali (October/November), Holi (March), or Onam (August/September).