Saffron, one of the most expensive spices in the world, was used by Indian queens a few thousand years ago to decorate their forehead with a design such as sun, moon, crescent moon, or star. In those days saffron was ground into a paste along with ghee and used as kumkum, hence the name kumkum flower/ kunguma poo. This tradition of applying kumkum is still practiced by almost every Hindu woman even today, but saffron paste is replaced by kumkum powder made of turmeric.
Oil bath, almost a forgotten weekly routine followed by every South Indian family until 3 or 4 decades ago, offers pretty much the same benefits of Ayurvedic massage. Nowadays people prefer to visit Ayurvedic clinic for massaging therapy, and spend a few hours & a few bucks there, but they take oil bath at home only on the day of Deepavali festival every year as a religious ritual.