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| The Big Fat Indian Wedding: How $71 billion celebrations power the economy | The Big Fat Indian Wedding: How $71 billion celebrations power the economy |
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| Extravagant marriage ceremonies, on which the average family spends beyond its means to emulate celebrities and industrialists, are a cultural tradition with a positive effect on the GDP | Extravagant marriage ceremonies, on which the average family spends beyond its means to emulate celebrities and industrialists, are a cultural tradition with a positive effect on the GDP |
| Indian weddings are unparalleled in their vibrancy, cultural richness and the sheer scale of celebration. The expression “big, fat Indian wedding” was coined with good reason, and the months-long celebrations put together by Asia’s richest man, industrialist Mukesh Ambani, for his younger son this year set a new benchmark for extravagance. Sure, weddings come with tremendous cultural and sentimental value, poignant moments among family and friends, and delectable fare – but it’s the growing scale of the fanfare that’s caught global attention. | Indian weddings are unparalleled in their vibrancy, cultural richness and the sheer scale of celebration. The expression “big, fat Indian wedding” was coined with good reason, and the months-long celebrations put together by Asia’s richest man, industrialist Mukesh Ambani, for his younger son this year set a new benchmark for extravagance. Sure, weddings come with tremendous cultural and sentimental value, poignant moments among family and friends, and delectable fare – but it’s the growing scale of the fanfare that’s caught global attention. |
| According to a report, during the peak of the wedding season between November 12 and December 16, India is set to witness 4.8 million weddings on 18 auspicious days. This is expected to generate 6 trillion rupees ($70.8 billion) in revenue – a 41% increase from last year – with the capital city of Delhi alone accounting for 1.5 trillion rupees ($17.7 billion). This data highlights the immense growth in India’s wedding economy, with the marriage season extending into 2025. | According to a report, during the peak of the wedding season between November 12 and December 16, India is set to witness 4.8 million weddings on 18 auspicious days. This is expected to generate 6 trillion rupees ($70.8 billion) in revenue – a 41% increase from last year – with the capital city of Delhi alone accounting for 1.5 trillion rupees ($17.7 billion). This data highlights the immense growth in India’s wedding economy, with the marriage season extending into 2025. |
| “Weddings in India aren’t just celebrations. They’re an economic engine that fuels growth across industries, making a lasting impact. It’s like what Christmas is to the West,” says Vishal Punjabi, the videographer behind The Wedding Filmer, who has shot some of India’s most iconic wedding videos in recent times. “The Indian wedding industry is a 10.82 trillion rupee powerhouse ($127.44 billion), second only to food and groceries. It creates millions of jobs across sectors like jewellery, apparel, hospitality, and entertainment.” | “Weddings in India aren’t just celebrations. They’re an economic engine that fuels growth across industries, making a lasting impact. It’s like what Christmas is to the West,” says Vishal Punjabi, the videographer behind The Wedding Filmer, who has shot some of India’s most iconic wedding videos in recent times. “The Indian wedding industry is a 10.82 trillion rupee powerhouse ($127.44 billion), second only to food and groceries. It creates millions of jobs across sectors like jewellery, apparel, hospitality, and entertainment.” |
| If you look at the Ambanis’ unprecedented display of wealth earlier this year, it would put into perspective just how big and fat an Indian wedding can be. Such was the grandeur of this 50 billion rupee ($590 million) wedding that it humbled the very many celebrity nuptials from the past few years, each arranged with multi-million-rupee budgets. | If you look at the Ambanis’ unprecedented display of wealth earlier this year, it would put into perspective just how big and fat an Indian wedding can be. Such was the grandeur of this 50 billion rupee ($590 million) wedding that it humbled the very many celebrity nuptials from the past few years, each arranged with multi-million-rupee budgets. |
| To put things in perspective, the average middle-class Indian spends roughly between 1.5 million and 2.5 million rupees ($17,000 to 29,500) on a wedding. The more premium ones could cost upwards of 5 million rupees ($59,000), and destination weddings over 10 million rupees ($118,000). For families with limited financial resources, it could cost between 100,000 and 300,000 rupees ($1,180 to $3,540). | To put things in perspective, the average middle-class Indian spends roughly between 1.5 million and 2.5 million rupees ($17,000 to 29,500) on a wedding. The more premium ones could cost upwards of 5 million rupees ($59,000), and destination weddings over 10 million rupees ($118,000). For families with limited financial resources, it could cost between 100,000 and 300,000 rupees ($1,180 to $3,540). |
| Pronounced economic impact | Pronounced economic impact |
| From demand for curated themes and luxury invitations with precious embellishments, to wedding films shot in 4K, special destinations and the need for showmanship, Indian weddings have seen an upgrade many ways. And with upgrades come added costs that are followed by a greater economic impact. | From demand for curated themes and luxury invitations with precious embellishments, to wedding films shot in 4K, special destinations and the need for showmanship, Indian weddings have seen an upgrade many ways. And with upgrades come added costs that are followed by a greater economic impact. |
| The wedding industry is one of the largest contributors to the Indian economy, with a considerable ripple effect. For instance, wedding-related purchases are believed to drive 11% of India’s 6.99 trillion rupee ($82.48 billion) apparel market. It’s also a key creator of jobs with both large businesses and small-scale vendors, as the industry supports various sectors such as event management, hospitality, fashion, catering, decor, travel, photography, and entertainment. | The wedding industry is one of the largest contributors to the Indian economy, with a considerable ripple effect. For instance, wedding-related purchases are believed to drive 11% of India’s 6.99 trillion rupee ($82.48 billion) apparel market. It’s also a key creator of jobs with both large businesses and small-scale vendors, as the industry supports various sectors such as event management, hospitality, fashion, catering, decor, travel, photography, and entertainment. |
| A single wedding – especially a large-scale one – can employ hundreds of people, from venue managers, florists, and makeup artists to event designers, digital marketers, and artisans for designer couture and bespoke invitations. With as many as 12 million weddings taking place in India every year, the scale is staggering. | A single wedding – especially a large-scale one – can employ hundreds of people, from venue managers, florists, and makeup artists to event designers, digital marketers, and artisans for designer couture and bespoke invitations. With as many as 12 million weddings taking place in India every year, the scale is staggering. |
| Destination weddings have also boosted tourism and driven demand for high-end accommodation and services. “These weddings often encourage guests to extend their stay and explore the place, further benefiting the local economy,” says Shrey Bhagat, founder of photography studio Raabta by Shrey Bhagat. | Destination weddings have also boosted tourism and driven demand for high-end accommodation and services. “These weddings often encourage guests to extend their stay and explore the place, further benefiting the local economy,” says Shrey Bhagat, founder of photography studio Raabta by Shrey Bhagat. |
| Gaurav Makhija, founder of Casafleur, a bespoke event management firm and florist in Delhi, adds: “The growing trend of destination weddings has transformed lesser-known places, such as Bekal in Kerala and Mahabalipuram in Tamil Nadu, into sought-after wedding hotspots. This has influenced everything from real estate to transportation.” | Gaurav Makhija, founder of Casafleur, a bespoke event management firm and florist in Delhi, adds: “The growing trend of destination weddings has transformed lesser-known places, such as Bekal in Kerala and Mahabalipuram in Tamil Nadu, into sought-after wedding hotspots. This has influenced everything from real estate to transportation.” |
| Puneet Gupta, who crafts luxury invitations under his brand Puneet Gupta Invitations, further highlights how weddings also support micro-entrepreneurs and traditional crafts. “Handcrafted elements like Banarasi fabric, Patachitra art, or Sholapith work, which are commonly used in wedding decor and invites, provide livelihood to artisans and also help preserve India’s rich craft heritage.” | Puneet Gupta, who crafts luxury invitations under his brand Puneet Gupta Invitations, further highlights how weddings also support micro-entrepreneurs and traditional crafts. “Handcrafted elements like Banarasi fabric, Patachitra art, or Sholapith work, which are commonly used in wedding decor and invites, provide livelihood to artisans and also help preserve India’s rich craft heritage.” |
| Lower means, higher aspirations | Lower means, higher aspirations |
| While Indian weddings have always been deeply rooted in culture and tradition, they’re about making a statement just as much. The aspiration to host an unforgettable affair leads families to go beyond their means, especially with the advent of marriage loans. They view weddings as milestones, where no expense is spared to celebrate love and lineage – this is perhaps why the size of weddings appears to be rising disproportionately to rather substandard growth in disposable income among average Indians. | While Indian weddings have always been deeply rooted in culture and tradition, they’re about making a statement just as much. The aspiration to host an unforgettable affair leads families to go beyond their means, especially with the advent of marriage loans. They view weddings as milestones, where no expense is spared to celebrate love and lineage – this is perhaps why the size of weddings appears to be rising disproportionately to rather substandard growth in disposable income among average Indians. |
| “Even though disposable incomes might not have dramatically increased, factors like easy access to credit, destination packages, and competitive pricing in the industry have allowed families to go bigger,” explains Gupta. | “Even though disposable incomes might not have dramatically increased, factors like easy access to credit, destination packages, and competitive pricing in the industry have allowed families to go bigger,” explains Gupta. |
| “Social media has also played a massive role – it’s now also about creating a visually stunning event that can be shared online… Moreover, couples and families are more willing to spend on experiences, wherein multi-day celebrations, celebrity performances, and highly customised decor and invites have become the norm. Despite the scale, I see families prioritizing thoughtful spending – choosing fewer but more impactful elements to elevate their wedding.” | “Social media has also played a massive role – it’s now also about creating a visually stunning event that can be shared online… Moreover, couples and families are more willing to spend on experiences, wherein multi-day celebrations, celebrity performances, and highly customised decor and invites have become the norm. Despite the scale, I see families prioritizing thoughtful spending – choosing fewer but more impactful elements to elevate their wedding.” |
| The magnitude of Indian weddings has always been diverse, ranging from intimate gatherings to extravagant celebrations. However, one of the primary differences today lies in the visibility and organization of the industry. Wedding blogs and social media platforms have amplified the reach of these celebrations, making them more widely known. | The magnitude of Indian weddings has always been diverse, ranging from intimate gatherings to extravagant celebrations. However, one of the primary differences today lies in the visibility and organization of the industry. Wedding blogs and social media platforms have amplified the reach of these celebrations, making them more widely known. |
| “The industry has also evolved into a more structured and professional space,” says Bhagat. “There’s a growing recognition of the value brought by wedding planners and artists, including photographers, performers, designers, and bartenders. Earlier, weddings were largely DIY affairs. Today, they are highly coordinated events, managed by experienced professionals.” | “The industry has also evolved into a more structured and professional space,” says Bhagat. “There’s a growing recognition of the value brought by wedding planners and artists, including photographers, performers, designers, and bartenders. Earlier, weddings were largely DIY affairs. Today, they are highly coordinated events, managed by experienced professionals.” |
| For Gupta, the transformation in the past decade has been in terms of scale, personalization, and the shift from traditional formats to curated, experiential celebrations – all of which contribute significantly to the economy. | For Gupta, the transformation in the past decade has been in terms of scale, personalization, and the shift from traditional formats to curated, experiential celebrations – all of which contribute significantly to the economy. |
| “The focus has moved from just grandeur to creating unique, theme-driven experiences. Couples today want their weddings to reflect their personalities through bespoke decor, custom invitations, or destination events… Even budget celebrations have become more intimate and thoughtful. Smaller weddings often focus on meaningful, eco-conscious elements like plantable invites, sustainable decor, or handmade trousseau packaging,” he explains. | “The focus has moved from just grandeur to creating unique, theme-driven experiences. Couples today want their weddings to reflect their personalities through bespoke decor, custom invitations, or destination events… Even budget celebrations have become more intimate and thoughtful. Smaller weddings often focus on meaningful, eco-conscious elements like plantable invites, sustainable decor, or handmade trousseau packaging,” he explains. |
| The influence of social media | The influence of social media |
| We live in the day and age where social media validation is the be-all, end-all factor to deem anything a success or failure. And weddings are no exception. The fact that even couples hosting smaller-budget weddings are keenly aware of design aesthetics and demand cohesive themes reflects the growing influence of social media and the need to throw financial caution to the wind for the sake of visibility. Gupta believes it’s been a game-changer in inspiring couples to dream bigger and personalize their celebrations in ways that weren’t as common a decade ago. | We live in the day and age where social media validation is the be-all, end-all factor to deem anything a success or failure. And weddings are no exception. The fact that even couples hosting smaller-budget weddings are keenly aware of design aesthetics and demand cohesive themes reflects the growing influence of social media and the need to throw financial caution to the wind for the sake of visibility. Gupta believes it’s been a game-changer in inspiring couples to dream bigger and personalize their celebrations in ways that weren’t as common a decade ago. |
| From the wedding film and photography perspective, Vishal Punjabi notes that social media allows India’s vast diaspora to stay connected, though he maintains that some of their finest work remains private. “Social media is not the whole story; it’s just a glimpse,” he says, but Bhagat stresses that many couples today aim to make their wedding moments go viral, which shapes their planning and expectations – and therefore, the budget and economic impact. | From the wedding film and photography perspective, Vishal Punjabi notes that social media allows India’s vast diaspora to stay connected, though he maintains that some of their finest work remains private. “Social media is not the whole story; it’s just a glimpse,” he says, but Bhagat stresses that many couples today aim to make their wedding moments go viral, which shapes their planning and expectations – and therefore, the budget and economic impact. |
| “This has led to the rise of trends like shooting Instagram reels during weddings. Traditionally, wedding videography was captured in horizontal, cinematic formats, but now, vertical formats are equally prioritized for social media,” he says. “There’s demand for instant gratification, and couples often want a selection of edited, high-quality images to post immediately after each event. Plus, reels and social media packages have started becoming standard inclusions in photography deliverables,” Bhagat says. | |
| All in all, India’s deep-rooted traditions – not to mention societal pressures in certain circles – will always lend a more elaborate, extravagant nature to weddings. Vibrant, larger-than-life events and high-energy affairs marked by games, rituals or performances are the hallmarks of Indian weddings that make for one of the biggest generators of employment and revenue in the country. And this is only expected to grow even bigger at a rate of 7% to 8% annually. | All in all, India’s deep-rooted traditions – not to mention societal pressures in certain circles – will always lend a more elaborate, extravagant nature to weddings. Vibrant, larger-than-life events and high-energy affairs marked by games, rituals or performances are the hallmarks of Indian weddings that make for one of the biggest generators of employment and revenue in the country. And this is only expected to grow even bigger at a rate of 7% to 8% annually. |
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