Bestavarsh is celebrated a day after the Lakshmi puja, in the month of November. Most Gujaratis celebrate Bestavarsh as new year. They wear jewellery and new clothes on the day. Bestavarsh is particularly popular among the business people. It is considered a holy day for business deals and for inaugurations.
Food is not cooked on this day. People eat mathias or other delicacies prepared the day before. Young boys sell salt early in the morning on Bestavarsh. This salt is called 'sabras' meaning 'all good things in life.' It is believed to be auspicious to buy or sell salt before sunrise on the day of Bestavarsh. This unique ritual is a kind of thanksgiving to gods for fulfilling their needs of the bygone year.