Tradition has long dictated the ebbs and flows of the typical Indian wedding. This is especially true for the nuptials, with festivities typically planned between October and January. The reasons for choosing this select window are both poetic and prosaic. While the former regards the season as auspicious, especially given its proximity to Navratri and Diwali festivities, the latter allows for rich, heavy fabrics to be worn comfortably while permitting friends and family from abroad to join in.
But as time marches on, even this long-held tradition is giving way to year-round festivities, all driven by today’s busy generation’s changing taste and convenience. The nation’s wedding industry has developed into a powerhouse of unrivaled proportions, with plenty of scope to grow. Over 10 million weddings a year have resulted in a sector worth an estimated $50 billion, making India the world’s second-largest wedding market. An annual growth rate of between 25 and 30 per cent promises to push this figure even higher, fuelled by a massive, youthful population, rising incomes and an aspirational drive for more stoked by glamorous social media weddings. This has resulted in an industry that is essentially both recession-proof and not linked to season.
Even global players have sought to cash in on this segment. International publisher and fashion trendsetter Conde Nast, which counts GQ and Vogue as part of its editorial stable, launched the Vogue Wedding Company in India in 2017. A bespoke advisory service, it is an intermediary between families and vendors in the wedding business, including wedding planners. Heena Modi’s Aquarians Bridal, located in Surat, has also created an international presence by hosting fashion shows in Dubai, which were massively successful.
Heena Modi
pHd fashion cutting
Founder of Aquarians Bridal
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