Indepth: Nuptial Ventures - Trends shaping the wedding business in India

In this two-part Indepth report, Adgully delves into the multifaceted world of the wedding business in India, exploring its growth, trends, and the diverse services that contribute to making each wedding a memorable affair.

Part 1 of the report took a look at the spends on weddings in India, the concept of big fat Indian weddings, the Prime Minister’s call to promote Indian locations as prime wedding destination, how the Banquet sector as well as Event Planners and Wedding Organisers have flourished on the back of the humongous wedding industry in India.

Part 2 of this extensive, indepth report seeks to highlight how the great wedding industry in India supports the Jewellery, Travel & Tourism, Florist, Beauty & Wellness Services, and Entertainment sectors, as well as the trends shaping the wedding business, and providing a big economic boost for local businesses.

Also read:

Indepth: Band, Baja, Baraat - Thriving economy behind the big, fat Indian weddings

Jewellery sector

What are Indian weddings without a glittering array of jewellery. With a rich legacy spanning three decades, Malabar Group has emerged as a leading player in the bridal jewellery business, MP Ahammed, Chairman, Malabar Group, said, “At Malabar Group, we are renowned for our meticulously curated wedding collections that seamlessly blend timeless elegance with contemporary sensibilities. Our unmatched craftsmanship and designs cater to a broad spectrum of tastes and budgets. This wedding season, we have further enhanced our commitment to customer engagement through exclusive promotional offers and loyalty programs. These initiatives, featuring special previews, discounts, and priority services, are designed to foster deeper connections with our esteemed customers, elevating their overall experience with our brand. In response to evolving digital trends, Malabar Gold & Diamonds has fortified its online presence, offering an immersive shopping experience and captivating social media content with a focus on unparalleled product storytelling.”

He further said, “Additionally, recognising the importance of personalisation in today’s market, we’ve expanded customisation options, allowing customers to create unique pieces that reflect their individual style and love story.”

Rajiv C Menon, National Head – Sales and Retail Operation, Mia by Tanishq, shared the brand’s success during the wedding season, stating, “We have three wedding seasons in a year. First is the April season, second is the November-December season, and third is the regional weddings, which happen at different months pan India. However, we have our peak times as well. In 2023, at Mia by Tanishq we’ve had 5-6 peaks during the year due to the increase in weddings.”

Mia by Tanishq is revolutionising the jewellery sector with its 14kt and 18kt gold ornaments with diamonds, which are not very expensive, but are wearable unlike the traditional gold, therefore, making it more valuable as gifting purpose after wedding. On this, Rajiv C Menon said, “We find ourselves more in the gifting space. It’s before and after the wedding, when the bride goes to relatives houses, earlier it was the watches that people used to give, However, now with 14kt exquisite pieces that we have, people prefer to gift these.”

He further added, “During honeymoon, it is unsafe to carry heavy jewellery but brides like to look beautiful. This is where our jewellery finds the place.”

Travel and Tourism sector

The travel wedding industry refers to the niche within the wedding industry that specializes in organizing destination weddings or weddings that involve travel for the couple and their guests. This sector has gained popularity as couples seek unique and memorable experiences for their special day.  Additionally, the wedding season also helps the travel sector as more the weddings, more are the honeymoons. On this, Daniel D'Souza, President & Country Head - Holidays, SOTC Travel, said, “As India’s couples become more discerning, honeymoons are no longer restricted to a specific time of the year and we are witnessing a surge of 30% YoY for our honeymoon portfolio. India’s new-age couples are displaying a strong appetite for exclusive/ non-standard experiences. From panoramic beach picnics to skiing and spa mountain activities; uber-luxury rail and cruise journeys.”

He further added, “Beyond crafting exclusive experiences, we recognise the profound impact these honeymooners have on the tourism landscape. Sharing their beautiful experiences on social media gives the destination organic promotion, influencing a broader audience and emerging as powerful drivers shaping India's travel and tourism sector.”

Similarly, Rajeev Kale, President & Country Head – Holidays, MICE, Visa, Thomas Cook (India) Ltd, shared, “The honeymoon/ couple segment is witnessing a growth of 25-30% YoY and is no longer about merely romantic locales, but an increased focus on personalised and distinctive experiences.”

Florist sector

Flowers play a significant role in weddings – from bouquets and boutonnieres to elaborate floral decorations at the venue. FNP Weddings is one of the oldest and most reputed florist brands. Vikaas Gutgutia, Founder & MD, FNP Weddings, said, “For many years now, FNP Weddings has become the go-to choice for amazing weddings, especially known for the beautiful flower setups that make weddings feel like pure magic.”

Wedding Apparel and Accessories

The Indian wedding and celebration wear apparel market is expected to witness a significant growth of 15% to 17% CAGR over the financial year 2022 to 2025 period. By 2025, the market is projected to reach a valuation of Rs 1,325 billion to Rs 1,375 billion. This growth is driven by the inherent importance of the industry in Indian culture, an increase in spending per consumer, and the rising trend of multi-day wedding functions. The fundamental role of weddings in Indian traditions, coupled with a willingness to invest more in special occasions, contributes to a higher demand for quality and designer apparel. Additionally, the shift towards multi-day celebrations further fuels the need for a variety of outfits, boosting the overall demand for wedding and celebration wear.

Beauty and Wellness Services

Hairstylists, make-up artists, and spa services are in demand as couples and their wedding parties want to look their best on the big day.

On weddings having a positive impact on the beauty sector, Dr Chackochen Methai, COO - Franchise Development International Markets, Naturals Salon & Spa, shared, “During the wedding season, the sales have increased by 20% than the usual sales. Salon industry is an every green industry. As long as hair grows the business grows. However, weddings give us the extra bit of business. Not only the bride and the groom get dressed up but the entire families get their makeover done. So there is a huge business opportunity in this sector.”

Entertainment

In the wedding industry, the entertainment sector is a vital component that contributes to the overall atmosphere and experience of the celebration. Couples often invest in various forms of entertainment to make their wedding memorable and enjoyable for themselves and their guests. This can include live music performances, DJs, dance performances, photo booths, interactive stations, magicians, themed entertainment, fireworks, special effects, interactive games, and even celebrity performances.

Invitations and Stationery

Designing and printing wedding invitations, save-the-date cards, and other stationery items are essential services.

Caterers and Culinary Experts

Food is a central element of Indian weddings, and caterers play a crucial role in satisfying diverse palates. The trend of themed and gourmet wedding menus has gained popularity, adding a touch of luxury to the dining experience.

Photography and Videography

With the rise of social media and the desire to capture every moment, wedding photography and videography have evolved into artistic expressions. Professional photographers and cinematographers are in high demand to document the festivities with creativity and finesse.

Economic boost for local businesses

Local businesses in areas where affluent weddings occur experience increased demand, benefiting florists, transportation services, and other vendors.

On this, Amit Adarkar, CEO, Ipsos India, pointed out, “Small businesses that cater to the wedding industry too tend to find traction, as we have diverse segments of consumers and there is room for every player. We see D2C emerging as a new option for consumers. And local small businesses can easily tap into the opportunities that abound within cities and outside. Social media and digital is even providing opportunities from other global markets.”

Adding her thoughts on this, Anam Zubair, Director & Head of Consumer Marketing, WeddingWire India, said, “We have seen the rise of homegrown businesses like fashion and accessories brands, flower arrangements and decoration businesses, certified make-up artists owning salons, etc. There is also region-specific demand for wedding clothes, accessories, and jewellery because of the wide diversity and different regional weddings in India. Our recent Newly Wed survey published in 2023 confirmed that 28% of the survey takers included eco-friendly decoration and practices in their wedding, creating more business opportunities for the local and hand-made furniture market and Indian handcraft artisans. With the growing influence of social media, small-scale businesses like hand-made wedding gifts and favors, digital invitation designers, live painters, and customized accessory designers, to mention a few, are also growing in popularity.” 

Similarly, FNP’s Vikaas Gutgutia shared, “Absolutely, the Indian wedding sector boosts local small businesses. The expansive nature of Indian, especially North Indian weddings involves a lot of services and products, creating a robust ecosystem that extends support to local businesses like vendors, local artisans, florists, porters etc. This relationship between the event industry and local businesses not only enhances the overall wedding experience, but also plays a crucial role in sustaining local economies and earning revenue.”

Technology Integration

From virtual weddings to live streaming ceremonies, technology has become an integral part of modern weddings. Couples leverage digital platforms to connect with guests who are unable to attend in person, making the celebration inclusive and accessible.

Sustainability and Eco-Friendly Practices

Increasing environmental consciousness has led to a rise in eco-friendly weddings. Couples are opting for sustainable decor, locally sourced materials, and minimal waste, aligning their celebrations with eco-conscious values.

Personalisation

Customisation is a key trend, with couples seeking to infuse their personalities into every aspect of the wedding. From unique invitation designs to personalized wedding vows, customization adds a distinctive touch to the celebration.

The wedding business in India is a dynamic and ever-evolving industry that continues to thrive on the diverse cultural tapestry of the country. As couples aspire to create unforgettable experiences, the demand for innovative and specialized services is expected to grow. The wedding industry not only contributes significantly to the economy but also plays a pivotal role in preserving and showcasing the rich traditions that make Indian weddings truly extraordinary.