Jara Jivantika Puja, Jivantika Vrat is observed on Shravani Shukravar (Fridays in Shravan month) in Maharashtra and Gujarat. Jara Jivantika Puja 2012 dates are: July 20, July 27, August 3, August 10 & August 17. Jivantika vrat is dedicated to Jivantika Maa who is believed as an incarnation of Goddess Parvati.
Jara Jivantika Vrat katha or the legend of the puja is mentioned in the Skanda Puran. The legend is associated with the story of a king, his queen and a Brahmin woman.
The famous temple dedicated to Jivantika Maa is located in Rajkot. In this temple grand Yagna is performed during Jara Jivantika Puja days.