During Pushkaralu, Gowri Pooja, also known as Kumkum Archana, is performed to seek the blessings of Goddess Gowri (Parvati). This ritual involves taking a holy dip in the river while reciting the names and gotras of the deities to appease them and fulfill one’s wishes. The Pooja is often performed by women, especially married women, who seek blessings for their husband’s well-being and a happy married life. 

Here’s a more detailed explanation:

• Purpose:Gouri Pooja is performed to honor Goddess Gouri, seeking her blessings for various aspects of life, particularly for marital happiness and prosperity. 
• Rituals:The ritual involves taking a holy dip in the river, reciting the names and gotras of the deities, and offering prayers. 
• Significance:It is believed that performing Gouri Pooja during Pushkaralu enhances the positive effects of the ritual, bringing blessings and prosperity to the devotees. 
• Location:The Pooja is performed at the ghats (bathing areas) of the sacred rivers during the Pushkaralu festival. 
• Other related rituals:Besides Gouri Pooja, other rituals like Ganga Pooja and various other poojas dedicated to the river are also performed during Pushkaralu