The thriving Indian Wedding Industry has seen its fair share of ups and downs but after the Covid Pandemic, all the designers are looking at major shifts in operation. The textile market in India caters to not only Indian brides but also to all those Indians living abroad who are planning to get married. The major amount of NRI (Non-Residential Indian) families come to cities such as Hyderabad, Mumbai, Delhi or the state of Gujarat to get their wedding shopping done.
Considering the fact that lehengas and sherwanis cost lakhs of rupees it is a matter of great contention and care when sitting abroad and ordering a dress online. Since you can’t attest to the quality and material and neither can you guarantee that you will get the shade you see brides and grooms go through understandable scepticism when looking at online retailers.
Stores such as ‘Papa don’t Preach’ by Shubhika and Indiaspopup.com have come up with ways to cater to the international crowd that can no longer travel all the way to India. They integrated WhatsApp into their websites because no matter how much information you put on the website or however accessible your phone lines are people still need to converse with someone to get a sense of security.
Ever since integrating Whatsapp both websites have seen an increased amount of traffic and upto 50 enquiries a day. A platform that is usually used to spread misinformation and chainmail has become a saving grace for the Indian bridal industry.
Heena Modi
Founder of Aquarians Bridal
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