Weddings, whether big or small, are such wholesome events; they mark new beginnings for two souls who embark on the journey of life together.
The wedding trends we see today, have taken the whole world by storm. Indian weddings don’t remain untouched by this.
Not a long time back, Indian weddings were what was depicted in DDLJ- comprising of mandaps at ancestral homes and sweets from local mithaiwalas, flowers from nearby bazaars and your neighbourhood bandwalas. Truly, what an era it was!
Modern trends have taken ‘The Big Fat Indian Weddings’ to a whole new level. Right from a simple two-day affair to an elaborate month-long event, wedding event planners are working tirelessly to make this once-in-a-lifetime moment even more special.
Indian weddings are known for their extravagance and grandeur. They often involve elaborate ceremonies, luxurious venues, and opulent decorations. Especially in ultra-high-net-worth families, expectations are also high. Some of the most expensive Indian weddings of all time showcase the incredible scale of these events. Take, for instance, the fairytale-like wedding of Isha Ambani and Anand Piramal, whose overall cost is more than 700Cr Rupees. The wedding invitation alone was worth a whopping Rs 3 lakh and was gold-encrusted. This star-studded event witnessed the presence of numerous prominent personalities from various fields, adding to its glamour.
It would not be an exaggeration to say nothing is off-limits in weddings; right from exchanging vows at the Everest Basecamp, hiking in extreme weather conditions in your wedding gown to some people getting married on a suspended platform 150 ft above the ground and some 60ft under the water. Indeed, what one person would call crazy is someone else’s reality. However, Indian weddings haven’t evolved into such once in a lifetime adventure sport. Yet.
The Indian wedding market was estimated to be worth around Rs 1,00,000 crore (approx. $14 billion) in 2019 and is expected to grow at a CAGR (Compound Annual Growth Rate) of 25-30%. It is enormous and is characterized by its cultural richness, traditions, and growing consumer demands. It presents substantial growth opportunities for various businesses catering to the wedding ecosystem.
The evolution of Indian weddings took place in small ways like the couples being more actively involved in planning their weddings. They no longer want to be restricted to their native place. Today, weddings are becoming more personalized and unique, reflecting the preferences and personalities of the couple. Couples are opting for destination weddings, thematic decor, and customized wedding attire. This shift towards personalization allows couples to break away from conventional norms and create a memorable experience for themselves and their guests.
Additionally, there has been a fusion of cultures in Indian weddings, blending traditional practices with contemporary influences. Interfaith and intercultural marriages have become more common, leading to a beautiful amalgamation of rituals and customs from different backgrounds. This reinvention promotes inclusivity and showcases the diversity of India’s cultural heritage.
Moreover, the influence of Bollywood has played a significant role in the reinvention of Indian weddings. Bollywood movies, known for their grandeur and extravagance, have set trends and inspired couples to incorporate cinematic elements into their weddings. From choreographed dance performances to elaborate sets and costumes, Bollywood has added a touch of glamour to Indian weddings, making them larger than life.
The most recent wedding festivities of celebrity couples have once again put the grandeur and extravagance of Indian weddings into the limelight. Carefully planned bespoke bridal wear and expensive trousseaus in pastel tones, sorbet hues, and even monotones have become the trend now. Under-explored destinations, organic buffet spreads, personalised cocktail menus, themed bar setups, flair bartenders and mixologists are almost a norm now.
Due to the impact of the pandemic, the Indian wedding industry has witnessed several transformations; many weddings had to be scaled down and adapted to meet safety guidelines and restrictions. This led to a shift towards smaller, intimate gatherings with limited guests. Virtual weddings and live streaming of ceremonies became popular alternatives to accommodate guests who couldn’t attend in person
As a result, online wedding platforms have witnessed a surge in popularity as couples and families turned to technology to plan and organize weddings. Online platforms offer various services, from booking vendors to managing guest lists and customizing wedding elements
Furthermore, the pandemic has resulted in a backlog of weddings, with many couples postponing their plans. The pent-up demand has created a boom in the wedding industry, prompting vendors to rejoice as post-pandemic sales soar. Last year, in November and December alone it was estimated that the Indian wedding market would generate business worth Rs 3.75 lakh crore and this figure is expected to reach Rs 13 lakh crore in the first six months of 2023. Some businesses estimate their revenue to go up by 20 to 40%
Even if the average number of guests invited to a wedding has come down from 400-500 pre-pandemic to 100-250 post-pandemic, the big fat Indian wedding is still here, but it’s fat in different ways now. People are spending the same amount, but in more experiential ways, mainly focusing on elevating guest experience through more personalization and customization.
The entire wedding experience means serious business to the millennial generation. The couples are putting in effort to make their wedding day unique and memorable not just for themselves but also for their guests in attendance.
They incorporate rudiments that reflect their personality, interests, and love story into different aspects of the marriage, similar to the venue, decorations, and indeed the form itself. Couples are concluding for unique and different menu options, including original fortes, emulsion dishes, and interactive food stations that allow guests to enjoy a truly indelible culinary experience. Under-explored destinations or a venue with stunning natural decor along with interactive rudiments into their marriages like print cells with props, live players, interactive games, or indeed surprise entertainment acts, all of which contribute to creating lasting recollections. Whether it’s an intimate affair at a fantastic locale or a nocharges-spared kind of marriage Indian marriages are an explosion of colour, shimmer, sparkle and, of course, love! They’re much more elaborate than any other culture’s marriage fests.
Written by – Shambhavi Gupta
Edited by – Mehansh Barthwal