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The flourishing business of Weddings(North

Indian Weddings)From wedding planner


perspective:
A big business opportunity

Introduction:
Nothing seems to dampen the fervour of the Indian wedding industry. Its glitz and glitter
continues to dazzle, riding out the recession and the tough economic ride with all its pomp and
show. In fact, from all accounts, Indian weddings are only getting bigger and fatter. The current
size of the weddings industry in India is about `2,000 crore with an increase of over 200%
annually.Marriages in India,which is yet' seasonal 'industry,thrives only during the auspicious
months of the year but has an estimated market size of`1,25,000 crore
At present,the industry is at an ascent stage and extremely unorganized,comprising mainly
homemakers and self-employed businessmen and is slowing changing from unorganized
framework towards an organized market.
Rising household as well as company incomes,growing number of corporate awards and
conferences,television and sports events,reality shows and soon are helping this sector grow.
With rising incomes,people are also spending more on weddings,parties and other personal
functions.Wedding Industry is a big upcoming market and with rising economy and incomes of
people as mentioned every business line linked to wedding industry is also growing. A typical
wedding will see a lot of purchase of textiles, garments, jewellery not only for the families
concerned. , but also for friends and relatives who are expected to attend the function. Obviously
wedding purchases are heavy with a large sum of the spend going towards these items
Relevance of the topic:

Not enough research is being done on the flourishing wedding industry in india which
holds huge potential.
Identification of the key industries making impact in this wedding industry will lead to
more businesses to flourish in future

Review of Literature:
Uberoi (2006: 24) estimates that 90% of Indian marriages are arranged. 'Arranged marriage' can
be summarised as a marital alliance formed by elder family members through existing social
networks, or with the help of third parties, in which specific characteristics are considered in
order to find a 'suitable match' (including caste, education, social status, financial security, career
prospects, religion, and so forth). An arranged marriage therefore does not concern only the
individuals to be married, but is commonly regarded as a 'marriage between two families.'
Arranged marriage thus becomes a collective 'practical consideration [of matchmaking criteria]
in the selection of mates rather than romantic love' (Gupta, 1976: 77).It is in recent times of
globalisation and technological advancement we see the emergence of love marriages as more
and more people are meeting online and getting married.Also the wedding industry in India
thrives largely on the Indian notion of characterizing marriage as a singular high-point in ones
life. In a bid to make ones wedding unique wedding planning industry derives a reasonable
demand owing to their professionalism and touch of precision to make the entire process smooth.
Rise in disposable income coupled with time constraints that people face has led to the
development of the wedding planning sector in India.( Netscribes (India) Pvt. Ltd. (2011).Also
the business of weeding industry is gaining momentum in abroad, Indian Wedding industry
in america booming need of wedding planners from India in huge demand raises a discussion on
the point that The Indian wedding industry in America is booming. Professor Devesh Kapur,
director of University of Pennsylvanias Center for the Advanced Study of India, points out that
the Indian community in the U.S. has grown enormously over the past few years[1]("The big
fatter Indian wedding,payal shah). Presently, India is a home to near about 1.25 billion people
and even 12,000 wedding takes place in a day (during some unique auspicious days) or 10
million marriages in a year.with Total purchase of GOLD falls between 300 to 400 tons annually
and even A family spends approximately one fifth of the savings or sometimes the entire on a
wedding ceremony opening opportunities for retailers and other marriage related business in
India(Recession Resistant Wedding Industry In India ,2013 ,Ramandeep Kaur[2]).Even
small scale business financials never reported compared to big event management companies
who are also doing good. Findings of the study focuses says that it is an industry that is made up
of multiple smaller enterprises like caterers, wedding consultants, dresses, various beauty
suppliers (hair, makeup), photographers, favors/bridesmaids gifts, music, honeymoon related,
etc. While the industry as a whole represents a lot of money, each of the component parts is
much smaller -- some smaller than others.(2012,Business services, library of congress).Even
many socio economic factors are responsible for changing wedding trends in the wedding
industry and factors which have come up include like family influence, income
levels,religion,status in the society as important ones('Changing face of wedding
Business,jan,2014,rashmi)

Objectives of the study:

This paper aims at exploring and breaking down of which industry segments of North Indian
wedding business are big business opportunities in future and where the customer is spending its
huge amount of money.The detailed objectives of the study includes:

To study how wedding industry has evolved in the last decade in North Indian Weddings

What are the major stakeholders involved in the wedding industry and how it has created
business opportunities for the various stakeholders

Breakdown of business sectors involved in wedding business in terms of revenue


particularly for north Indian weddings(Through wedding planners)

Database and Methodology:


Study will be mainly focused on primary data and to have a background about how wedding
industry has evolved we will have secondary data in terms of newspaper
articles,journals,research paper etc.
Primary data
Wedding planners ,event management companies and businessmen involved in wedding
industry
Parties where marriages are about to held.
Unstructured questionaire :critical review analysis
Sample frame:Wedding Planners for North India,Sample Size:50 around
The study is based on secondary data as well as on primary data.
Tele interview/Personal interviews with wedding planners in delhi/NCR
Methodology:
The primary data collection method includes unstructured telephonic interviews with
professionals and businessmen involved in providing wedding related goods and services in
Delhi.
Identify the major factors or industries which are dominant for NORTH-INDIAN wedding
business:
. The first section of the paper deals with the review of literature on two broad concepts relating to the
Growing wedding market where our major focus is on North Indian Weddings. The following sections

deal with the trends or changes happened in the last decade.. The last section of the paper will conclude
with the findings of the study.

References :
[1] http://www.mapsofindia.com/my-india/india/recession-resistant-wedding-industry-inindia accessed on 14 dec2014
Gupta, G. R. (1976), 'Love, arranged marriage and the Indian social structure', Journal of
Comparative Family Studies, 7 (1), 75-85
Uberoi, P. (1998), 'The diaspora comes home: Disciplining desire in DDLJ',
Contributions to Indian Sociology, 32 (2), 305-336
Business Reference Services
March 2004
Updated October 2012,library of congress research paper
http://forbesindia.com/blog/life/the-bigger-fatter-indian-wedding/The bigger, fatter Indian
wedding
wikipedia
[3]Libarary of congress;www.lob.org
http://www.weddings.nirvanahospitality.com/
http://www.marketresearch.com/Netscribes-India-Pvt-Ltd-v3676/Wedding-PlanningIndia-6623265/
http://www.indianretailer.com/article/whats-hot/trends/The-Flourishing-IndianWedding-Industry-247/
Otnes, C., & Pleck, E. H. (2003). Cinderella dreams: The allure of the lavish wedding.
Berkeley: University of California Press

Uberoi, P. (1998), 'The diaspora comes home: Disciplining desire in DDLJ', Contributions to
Indian Sociology, 32 (2), 305-336

Vaidyanath, Rajni. (2011), India's 'wedding detectives' enjoy booming trade, BBC News.
Retrieved from December 25, 2013 http://www.bbc.com/news/world-radio-and-tv-15520929

http://www.weddings.nirvanahospitality.com

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