Thiruvananthapuram, Sep 1 (IANS) Festivities are already in full swing in Kerala as people across the state, irrespective of caste and religion, are preparing to celebrate the state's harvest festival.

The Onam season began Aug 17 with the start of Chingam - the first month of the Malayalam calendar and the three key festive days start Sep 4.

Students are the first to partake in Onam joy as all educational institutions are set to close for almost a week from Saturday.

The festival, known for it sumptuous 27-course sadhya (feast), is no longer limited to reunions at one's ancestral homes owing to the growing number of nuclear families.

"Everything in the state has changed and Onam too. In my younger days, it was more of a family reunion at the ancestral house and grandparents used to put up swings in the courtyard," said 75-year-old Savithiri Devi, a retired college professor.

She said grandparents now rarely get a chance to be in their ancestral home and instead move between the houses of their children who live in cities.

Onam has also become more commercial now with companies offering festival schemes and rebates. Huge advertisement hoardings add colour to the already festive atmosphere.

The state government has elaborate plans for the season and has sanctioned Rs.3.6 million to be spent for Onam celebrations.

"Nearly 10,000 artistes are to take part in various cultural events being held across the state during the coming week," said legislator V. Sivan Kutty, organiser of the Onam celebrations.

The Kerala State Beverages Corporation, the wholesalers of liquor, has stacked their godowns with 30 percent more stocks than their regular monthly quota to meet the demand of tipplers during the season.

"We expect to sell Rs.700 million worth liquor during the next week and it would be an all time high," said a KSBC official.

Many hotels have come up with the innovative idea of selling Onam sadhya in carry-home packets - a welcome news for many housewives who want to avoid toiling in the kitchen.

"For Rs.300, hotels are giving an Onam sadhya for a family of five. I have already booked one packet. This is going to be really good because cooking all the items for a sadhya is going to be a tough deal," said S. Jacob, a bank manager.

The film industry too has targeted the holiday period for releasing their films. Movies of leading cine-stars like Mammootty, Mohanlal, Suresh Gopi, Jayaram, Dileep and Prithviraj have either released or are ready for release.

"'Mahasamudram' released last week and is on its way to become an all time hit. This is the first time that Mohanlal has played the role of a fisherman and I have got reports from across the state that it is being received well by audiences," said Suresh Kumar, producer of the film.

Further, Onam has become the launch pad for the Kerala tourism season as well.

Said Koshy John, a tourist guide: "Till recently, the Kerala tourist season began from November but now it is the Onam week that heralds the beginning of the new season. I am fully booked for the Onam week and this time I feel the season will be better than the previous years."

Another visible trend in the state is that a large number of patients are eager to be discharged from hospitals to be with their families during the festival.

"Many patients who are convalescing in the hospital want to be discharged to celebrate Onam at their homes," said a doctor at the Thiruvananthapuram Medical College.

Despite several changes in the way Onam is celebrated, a tradition still followed is the preparation of the Onam pookalam (floral designs) in the courtyard of most homes.

However, one can now see pookalams in front of government and private offices as well.