Giri Tazhampoo Kumkum is most often applied by Hindus to the forehead. The reason for this location has to do with the ancient Hindu belief that "the human body is divided into seven vortices of energy, called chakras, beginning at the base of the spine and ending at the top of the head. The sixth chakra, also known as the third eye, is centered in the forehead directly between the eyebrows and is believed to be the channel through which humankind opens spiritually to the Divine". Thus, the kumkum is placed at the location of the body which is believed by Hindus to be the most holy.

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