"Brahmotsavam" as the name suggests, is celebrated every year in commemoration of the first utsav of the Lord held by the Creator, Brahma himself. The celebration is thus carried every year, in strict accordance with the Agama Shastras and it is customary to lead the Lord’s Chariot by another empty chariot, called Brahma Ratham, in which Lord Brahma is believed to be instilled to witness the utsav.

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The rituals of Brahmotsavam take off with the ceremony of Dhwajarohanam at 6.30pm on day one, wherein the Lord’s flag with the emblem of Garuda is fastened to the Srivari Alaya Dhwajasthambham. Over the next nine days period are spread various other rituals where in the Lord Malayappa (Utsava vigraha) taken out on procession on various vahanams, Chariots and palanquins. The festivities culminate on the ninth day with the Pushkarini ceremony and Chakrasnanam, when Lord’s Sudarsana chakram is taken out for a dip in the Nitya-Pushkarini. It is so held that a dip in the Nitya-Pushkarini pond on this particular day along with the Sudarsana Chakram would bless one with moksha. And the Brahmotsavam is rendered complete when the Lord’s flag is loosened.

After the cessation of the Brahmotsavam rituals is the "Pushpa Yagam" performed on the day marked by the star of Sravana. On this day is the Lord worshiped with a variety of sweet and fragrant flowers to present an aesthetic and rather heart-warming scene.

All this indeed present a lifetime experience to the mankind and for those who cannot make it to the pilgrimage for the occasion, the entire celebrations is telecast live both on the radio and television.