In 2012, the Global Hindu Heritage Foundation was instrumental in convincing the then Honorable Minister of Endowments of Andhra Pradesh, Sri C. Ramachandraiah, to declare Karthik Purnima as Nadula Arthi Day across the state. The Government of Andhra Pradesh issued a G.O. (Government Order) requiring the major Hindu Temples near the sacred rivers in the State to conduct Arathi to the rivers. Krishna, Godavari, and Tungabhadra rivers are identified as the major sacred rivers where the Arthi will be offered annually. In 2012, more than 15 locations were identified for Nadula Arthi. More than ten lakh Hindu devotees attended the Karthik Purnima festival, took a dip in the sacred rivers, and offered Karthik Deepam. Almost all the TV channels and many newspapers had covered the Nadula Arthi festival. Some devotees traveled hundreds of kilometers to attend this unique festival.
               Later, the then Endowment Minister Sri P. Manikyala Rao expanded the event in 2016 to the Daily Arthi to the Godavari and Krishna Rivers. It is done similarly to the Arthi in the Ganga River in Kashi.
Festivals play a vital role in the lives of Hindus, who plan days in advance to conduct them with faith, gusto, and commitment to maintain and practice their rich cultural tradition. In India, each festival has special significance and is also associated with many stories. Puranas, Itihasas, and other scriptures describe the astrological location of the cosmos, its effects on human beings, and the benefits one would accrue by performing certain worship services. The stories associated with these festivals have spiritual significance. In fact, these festivals invigorate the inner meaning of life and elevate the divine element in each human being. Participation in these festivals reinforces the presence of God in one’s own life and awakens awareness of the interconnectedness of the Panchabhutas, which includes every known element in the universe.
Why offer Arthi to the Sacred Rivers on Karthik Purnima?
For Hindus, lighting Deepam, worshipping rivers, and observing Karthik Purnima have special significance. Hindu scriptures are replete with information on all these rituals. India is rich with customs and traditions. Everything is connected, everything has meaning, everything has relevance, everything is divine, and everything has importance.
Skanda Purana and Padma Purana have glorified the month of Karthik Masa: “The month of Karthik is the topmost of all other months. It is the most meritorious and purified of all other pure months.
Padma Purana also talks about the importance of Karthik Masa:
“Among all twelve months, the month of Karthik is dear to Lord Krishna. If somebody performs a little worship of Lord Sri Hari in this month, that devotee is offered His own abode.”
Significance of Kartika Masa and Rudrabhishekam
Out of all the months in Dakshinayana, Karthika Masa is best suited for Sadhana. Any austerity, be it a pooja, charity, penance, etc., performed during the Karthika Masam is more meritorious than one performed on ordinary days. Any austerity performed during the month of Karthika would help the Sadhakas to free themselves from all sins and lead them towards moksha. Kartika Pournami tithi is very auspicious; worshipping Lord Shiva leads to Moksha. Puranas state that on Karthika Pournami, Lord Shiva killed Tripurasuras and protected the world. Devotees of Lord Shiva perform the Rudrabhishekam for the whole month of Karthika Masam to please Lord Shiva. Performing Rudrabhishekam bestows one with health, wealth, and happiness and offers protection against enemies, negativity, and evil.
Significance of Karthik Deepam
Deepam is light. It is lit every day in many houses in the morning and evening. Symbolically, light evokes Chaitanya (consciousness). It is considered the source of knowledge, remover of darkness, eradicator of ignorance, and germinator of higher ideals. Whenever the knowledge is awakened, the negative Vasanas are slowly eliminated while new seeds (Vasanas) are sown for this and the next life. Also, the light always burns upward, suggesting that one should grow toward a better life. Hindus also light the lamp before starting any auspicious event. In fact, Hindus call it Divya Deepam – Divine Lamp.
People who light a Deepam in Karthika Masam will receive the blessings of Pitrudevatulu (our ancestors) and of SIVA and VISHNU. It is recommended that the Deepam be lighted up only in Mud Plates (Matti Pramidas).
The wick represents the body; the ghee represents purity and clarity. When the wick is lit, it stands for illumination. Similarly, an individual should serve as a wick to illuminate others and should not be selfish. Just as light dispels darkness, individual efforts should be directed toward dispelling ignorance and exalting knowledge.
To celebrate the killing of Tripurasura, images of Lord Shiva are carried in procession. Temple complexes in Southern India are lit up throughout the night. People offer Deepam, consisting of 365 wicks, in the Temples to secure escape from reaching hell after death. Some people offer 720 wicks to symbolize 360 days and nights. In Varanasi, the Ghats come alive with thousands of diyas (brightly lit earthen lamps. The Deepas (lamps) are kept throughout the night in houses and Temples, especially Shiva temples. This day is also known as "Karthik Diparatna" - the jewel of lamps in Karthik. On this day, Deepas are offered to the sacred rivers. It is a sight to see so many Deepas floating in the rivers.
Sacred Rivers
A ritual bath at a Tirtha (a sacred water body, such as a lake or river) at a pilgrimage center is prescribed on Karthik Purnima. This holy bath is known as "Karthik snana". A holy bath at Pushkara or in the Ganges River, especially at Varanasi, is deemed most auspicious. Karthik Purnima is the most popular day for bathing in the Ganges at Varanasi.
In Karthi Masa (month), Ganga Mata (Goddess Ganga) enters all rivers, canals, ponds, and wells, making them as sacred as Ganga. Hence, taking a bath in any river on this day is as good as taking a bath in the Ganges.
According to some scientific reports, water will acquire more magnetic power from Earth and will be stored in water before the Sunrise in Karthik Masa. Anyone who takes a bath in flowing water is relieved of stomach problems, liver disorders, and other health issues.
Also, this month, Lord Vishnu, who sleeps on Ashadha Suddha Ekadashi, wakes up on Karthik Suddha Ekadashi. Ayyappa Deeksha is also taken in Karthik Masam.

Importance of Karthik Purnima
"There is no month that is equal to Karthik Masa, there is no god equivalent to Lord Kesava (Sri Hari), there is no scripture equal to Vedas, and there is no Teerdha equal to Holy Ganges."
According to the Padma Purana, anyone who performs pujas in the Karthik Masa will accrue more merit than if they were performed in other months. These merits are more potent than even the study of the Vedas and the performance of Japa, charity, and austerity.
Karthik Purnima is also called Tripuri Purnima. In some legends, Tripurasura, a demon king, had conquered the whole world, defeated the Gods, and created three Puras (cities), also called "Tripura". The killing of the demon(s) and destruction of/their cities with a single arrow by Shiva overjoyed the gods, and they pronounced the day a festival of illuminations. Since Lord Shiva killed three sons of Tripurasura on Karthik Purnima, it is called Deva Diwali – the Diwali of the Gods.
Karthik Purnima is also the birthday of Lord Vishnu in the Matsya Avatara— Vishnu's fish incarnation. It is also the birthday of Vrinda, the personification of the Tulsi plant, and of Karthikeya, the god of war and son of Shiva. This day is also considered dear to Radha, the lover of Krishna, an incarnation of Vishnu. It is believed that Krishna and Radha danced rasas and Krishna worshipped Radha on this day.