INDIAN WEDDINGS: CULTURAL CANOPIES?

ABSTRACT
This case study is meant to introduce the students/participants to the concept of how culture
influences consumer behavior. Presented through the Indian weddings’ panorama, this case
study enables appropriate connect between Indian weddings’ ever-changing ‘cultural’ relishments
and the critical elements of culture as represented in the pedagogical objectives. Weddings have
evolved from being a pure family-affair to be a social affair. This metamorphosis encompasses
all the makings of a typical melodramatic episode in a Bollywood cinema, one of the best
influencers of Indian modern wedding. Once solemnized by near and dear ones, today is
outsourced to professional wedding planners. Is the Indian wedding business, touted to be at
₹2.5 lakh crore, an Indian cultural canopy? How should marketers read the discerning Indian
consumers’ cultural appetite?

Pedagogical Objectives
• To understand the role of the invisible hand of culture in influencing consumer behavior
and discuss the role of three levels of subjective culture (Supranational culture, National
culture and Group culture) in Indian weddings’
• To discuss and debate as to how culture (enculturation and acculturation) is learned through
rituals, customs and beliefs and examine how the enculturation and acculturation manifests
in Indian weddings
• To understand how Indian core values influence Indian consumer behavior and debate on
the same in the light of Indian weddings ‘cultural’ professionalization

Case Positioning and Setting

This case study can be used in MBA, Executive MBA or Executive Development Programs, for
Consumer Behavior Course:
• Consumer Behavior Course : “Influence of Culture on Consumer Behavior” – To sensitize
the participants regarding the cultural metamorphosis and its impact on Indian core values
as well as marketing and consumer behavior
 Indian Weddings: Cultural Canopies?

“
In 2012, a Syrian Christian, Missy Mathews’ (Missy) wedding in Kerala, India, was not the typical
Christian wedding. Missy was brought up in Australia and Bollywood was an essential part of her
childhood. For her wedding, Missy had many Punjabi rituals, including a mehendi and sangeet. Even
the food served was North Indian, with items like bhelpuri and chum chum in the menu. Missy also sought
permission from the priest solemnizing her wedding to have mehendi on her hands. The only thing Missy
couldn’t manage was convincing the men in her Malayali family to wear pink turbans. In Christian Weddings,
dancing and alcohol are not uncommon at the reception but held as a big party after the church wedding.
However, in the past, the songs one would hear at a Christian wedding reception wouldn’t include something
like Mujhse Shaadi Karoge!”1 Indian weddings went through a cultural metamorphosis with oriental and
occidental influences. What made a Keralite Christian to take to the ostentation of a Punjabi wedding? Do
consumers always adapt culture related experiences? How does consumers’ acculturation and enculturation
redefine related businesses’ prospects?

Indian Marriages – The ‘Cultural’ Metamorphosis

According to Sanatana Dharma way of life ‘marriage’ stands first amongst the ten very important sanskaras of
Hindu life which have to be sanctified through religious observance.2 In Sanskrit the word ‘Vivaha’
(marriage) is a composition of two words ‘Vaha’ and ‘Vi.’ Wherein, ‘Vaha’ means ‘to flow’ and “Vi’ means
‘harmoniously together.’ Therefore, the word ‘Vivaha’ means ‘to flow together harmoniously.’ The oath
and bond of dedication that the bride and groom take to each other is mutually agreed that “carries” them
along for the remainder of their life journey.3 In India, there is no greater event in a family than a wedding.
Indian weddings are more than just a festive occasion, especially when it’s planned and arranged in a traditional
manner.4 A wedding in India is more a wedding between two families than between two persons.5

1
Priyanka Maheshwari, “The Changing Ideas of Big Fat Indian Wedding”, http://www.dnaindia.com/lifestyle/report-the-changing-ideas-
of-big-fat-indian-wedding-1775223, December 9th 2015 (accessed date: June 23rd 2015)
2
Dmitr Koval Swarozhich, “Sanatana Dharma —A Way of Life”, http://eng.kangtega.name/index.php/sanatana-dharma/61-6-sanatana-
dharma-way-of-life-hindu-marriages, 2010-2015 (accessed date: June 29th 2015)
3
Ram Lingam, “INDIAN MARRIAGES…AND THEY LIVED HAPPILY EVER AFTER… (PART-II)”, http://www.indiasutra.co.nz/
blog/and-they-lived-happily-ever-after/, May 23rd 2009 (accessed date: July 2nd 2015)
4
Ram Lingam, “INDIAN MARRIAGES – ARRANGED LOVE OR LOVINGLY ARRANGED? (PART-I)”, http://www.indiasutra.co.nz/
blog/indian-marriages-arranged-love-or-lovingly-arranged/, May 10th 2009 (accessed date: June 29th 2015)
5
“Sanatana Dharma —A Way of Life”, op.cit.

This Case Study was written by Kumar Gambhiraopet and Dr. Nagendra V. Chowdary, ET CASES. It is intended to be used as the basis for classroom
discussion rather than to illustrate either effective or ineffective handling of a management situation. The case study was compiled from published sources.
 The onset of the 21st century brought in several cultural shifts in Indian weddings which were earlier culturally
and religiously embedded. Due to several factors such as globalization, urbanization, technology, education,
impact of Western culture, etc., continual changes are taking place in ideals, forms and values of marriage.6
For instance, a traditional Hindu wedding is a religious sacrament with the performance of certain rituals
like Kanya Dana, Agni Parinayana, Saptapadi, etc., (Annexures I (a) & I (b)). What was once a family affair,
under the new Indian consuming class, marriages pan India (South, Central, East and West) are now being
served with different flavors. For instance, due to Punjabi/Bollywood influence the ceremonies like mehendi and
sangeet have become a requisite part of any wedding. Earlier the wedding venue would be the bride’s home
and parents/elders used to ensure an enjoyable event, while in present times weddings are managed by
sophisticated wedding planners and the venue witnessed a change from bride’s home to destination weddings.
Earlier life-partner selection was the prerogative of the parents or the guardians, (they used to visit a matchmaker
or post a classified advertisement (Exhibit I)). Now, individual choices are the order of the day. The surge in
matrimonial websites stands as a testimony to this. While divorce and second marriage were a taboo earlier,
today there are exclusive matrimonial sites for divorcees (SecondShaadi.com). Arya Samaj Movement has
promoted inter-caste marriages.7 Inter-caste marriages, hitherto considered unthinkable, are now not only
permitted but also encouraged.8 On the other hand, due to registered marriages and live in relationships,
rites and rituals have diminished to a considerable extent.9

Exhibit I: Matrimonial Classified Advertisements

Source: Namita Handa, “In Pictures: ‘Fair’ is OK in Matrimonial Ads but not ‘Gay’”, http://www.thequint.com/Life/in-pictures-fair-is-ok-in-matrimonial-ads-
but-not-gay, May 22nd 2015

6
Puja Mondal, “Changes in the Marriage System of Hindus in Modern India – Essay”, http://www.yourarticlelibrary.com/marriage/
changes-in-the-marriage-system-of-hindus-in-modern-india-essay/4376/, 2015 (accessed date: June 29 th 2015)

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 Indian Weddings: ‘Cultural’ Influencers
With many cultural influences over a period of time the Indian weddings are witnessing immense changes.
A Malayali wedding is a case in point. The mehendi ceremony (Exhibit II) which takes place just before the
wedding was not a familiar one in Kerala until recently.10 Now Malayalis have taken the festivities to the
next level by adding not only choreographed dance sequences but also skits based on themes as part of the
celebration.11 “Initially, the relatives were a little skeptical about having a dance function before the marriage,”12
observed Missy and says, “But once the function started everyone enjoyed every bit of it. It proved to be a
great ice-breaker and allowed my fiancé, who didn’t know her family very well, to meet his newly-acquired
relatives in a relaxed setting. We understand people better when we sing and dance together.”13

Exhibit II: The Mehendi Ceremony – Bollywood Connotation – Band, Baaja, Baaraat

Source: http://www.santabanta.com/photos/band-baaja-baaraat/13080025.htm

In India, marriage has always been an ostentatious affair – the mood is upbeat where each one tries to
outshine the other with inputs borrowed invariably from reel weddings (Exhibit III). The grandeur and
opulence seen on celluloid is also replicated to a large extent by the elite and the nouveau rich sections as
well.14
Several Indian communities from all the 29 States and 7 UTs have adopted certain rituals like sangeet and
mehendi which are slowly becoming an ‘integral’ feature of Indian weddings. The DDLJ (Dilwale Dulhaniya Le
Jayenge) and HAHK (Hum Aapke Hain Koun?) along with Monsoon Wedding and Bend it like Beckham
`celebrations’ now seem to have taken over the Indian weddings.15

10
Manu Vipin, “Bollywood influences Kerala weddings”, http://timesofindia.indiatimes.com/life-style/relationships/man-woman/Bollywood-
influences-Kerala-weddings/articleshow/12836991.cms, April 24th 2012 (accessed date: June 23rd 2015)
12
“The changing ideas of big fat Indian wedding”, op.cit.
14
“Sangeet’ comes down”, http://www.thehindu.com/thehindu/mp/2003/07/09/stories/2003070900420100.htm, July 9th 2003 (accessed
date: June 24th 2015)

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 Sharing his view on the Bollywood influence on weddings in India, Mumbai-based playwright Bharat
Dabolkar says, “Even a Maharashtrian or a Kerala wedding now has five functions, with choreographed
dances included. Everybody wants a five-day affair, Bollywood style.”16
In India, apart from fashion the only other thing that Bollywood has often influenced is weddings. Sentimental,
dramatic and larger than life is the DNA shared equally by both Bollywood and Indian marriages. Bollywood
had held aloft its flag across the globe that, young Indians are now familiar with terms like mehendi, sangeet,
karva chauth, roka, mangni and the works associated with them.17

Exhibit III: Bollywood Movies That Redefined Indian Weddings

Name of the Movie Year of Release Elements of Impact

Waqt 1965 For starters it brings back the nostalgia of a bygone era and though it was definitely not set in the
backdrop of a wedding, this movie gave us the eternal ‘Aye meri zohra zabin’, the song which
inevitably makes it to every Sangeet night. The shiest of the elderly shake a leg in Sangeet
nights with just the right amount of coaxing to go with the beats of this timeless musical number.

Hum Aapke Hain Kaun? 1994 This Madhuri Dixit-Salman Khan starrer was nothing less than a wedding epic. Madhuri’s
backless choli, green lehenga and Salman’s three piece wedding suit became the recurrent theme
of every to-be wed’s wardrobe. It was rumoured during the movie’s never ending run that more
girls watched it with their tailors than boyfriends.
Hum Aapke Hain Koun?, celebrated the spirit of a Indian wedding in all its glory. From family
antakshari to the flirtatious joote do paise lo, this Suraj Barjatya flick set trends in almost every aspect
of weddings. It was after all, a heady cocktail of ritual and banter. Now isn’t it that exactly what
Indian weddings are all about?

Dilwale Dulhania Le Jayenge (DDLJ) 1995 Clichéd, as it may sound, this list can never be complete without the mention of this SRK-Kajol
blockbuster. Set in the backdrop of a very rustic and equally romantic ‘sarson ka khet’ set-up, DDLJ
explored the nuances of a typical NRI-Punjabi wedding. Even now, more than a decade later,
couples still go all dreamy-eyed at the thought of being shot in those green yellow mustard
fields.
Jodha Akbar 2008 Why mention Jodha Akbar which was more of a period film, one may wonder? That is until you ask a
jeweller what kind of demand this film sparked for ‘Kundan’ neckpieces and ‘jadau jewellery”.
And not just for women, Hrithik inspired classy yet minimal jewellery for men had its takers too.

Imitating a breath-taking Aishwarya Rai, who depicted the Rajputana valor in her gorgeous Red
and Green lehenga, many brides walked down the aisle and said ‘I do’ in exact same replicas,
that year.

Band Baaja Baaraat 2010 Enter the wedding planner Shruti Kakkar from Band Baaja Baaraat. Let us fast forward to the era
where weddings became bigger than ever, almost like a corporate affair– theme weddings,
destination weddings, globe-trotting and discerning Indians.

Source: “5 Movies that changed the Indian Wedding Scenario”, https://in.lifestyle.yahoo.com/5-movies-changed-indian-wedding-scenario-022537802.html

Nearly, 30,000 couples get married in India every day!18 Some of them get married to foreigners (Exhibit
IV). Ragin Patel, a professional who is married to a foreigner (Jane) who lives in London says, “My wife
would not think twice to take up a project overseas. But had I been married to an Indian girl, she would be
expected to cook and I would be under pressure to earn money. Morality issues being low in the west is a
myth.”19 While Indian festivities, rituals and customs had been the pulling factor for foreigners to say ‘I do’
here, the prosperity of middleclass and their yearning for ‘celebrations with a difference’ making them to

16
“Blame It On Bollywood”, http://indianexpress.com/article/cities/delhi/blame-it-on-bollywood/, March 9th 2014 (accessed date: June
23rd 2015)
17
Urmimala Banerjee, “How Bollywood has influenced marriages in more ways than one”, http://www.mid-day.com/articles/how-bollywood-
has-influenced-marriages-in-more-ways-than-one/15857153, December 21st 2014 (accessed date: June 23rd 2015)
18
“Making a dent in the $25.5 billion Indian wedding industry- myShaadi.in”, http://yourstory.com/2013/01/making-a-dent-in-the-25-
5-billion-indian-wedding-industry-myshaadi/, January 17th 2013 (accessed date: June 23rd 2015)
19
Tanvi Trivedi, “Foreigner bahu not uncool!”, http://timesofindia.indiatimes.com/life-style/relationships/man-woman/Foreigner-bahu-
not-uncool/articleshow/10125385.cms, May 19th 2012 (accessed date: July 12th 2015)

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 spend more on weddings creating an industry estimated to be worth $40 billion (around ₹2.5 lakh crore).
This surge in spends on wedding vows had also created an ecosystem of an ensemble of allied services like
beauty, fitness and photography.20

Exhibit IV: Cross-Cultural Weddings in India

Source: “Foreign brides living and loving in India”, http://www.hindustantimes.com/kaleidoscope/foreign-brides-living-and-loving-in-india/article1-1051465.aspx,

April 28th 2013

According to Alex Kuruvilla, President of Condé NastIndia21, the average Indian spends a staggering one-
fifth of the wealth accumulated in his lifetime on a son or daughter’s wedding, second only to the investment
made in the family home.22 Outlining the rise in weddings and its allied business in India, Tata Institute of
Social Sciences’ Associate Professor and Centre for Human Ecology, Chairperson, Sujata Sriram said: “Today,
marriage is increasingly driven by a desire for companionship and emotional support. Grooming is also
catching on in India, as men are becoming increasingly metrosexual. There is a higher willingness to spend
on looking good and this is evident with the rise of male aesthetics in India which can also be seen across
film, literature and entertainment,”23 as shown in aesthetics (Exhibit V).

Exhibit V: Item-wise Expenses in Indian weddings

Sl. No. Item Amount (in ₹)

1 Bridal designer saree/lehenga cost 10,000 - 50,000

2 Designer shervani cost 15,000 - 40,000

3 Wedding invite cost 500 - 1500 per card

4 Bridal make up cost 5000 - 50,000

5 Bridal Mehendi cost 1000 - 5000

Source: Sahiba Sachdev, "The Flourishing Indian Wedding Industry", http://www.indianretailer.com/article/whats-hot/trends/The-Flourishing-Indian-Wedding-
Industry.a247/

20
Rashmi Pratap, “The changing face of the wedding business”, http://www.thehindubusinessline.com/industry-and-economy/the-changing-
face-of-the-wedding-business/article5541899.ece, January 5th 2014 (accessed date: June 23rd 2015)
21
Condé Nast was the first international publishing company to enter the Indian market with 100% ownership, publishing its first
magazine, Vogue India, in 2007. Since then, under Alex Kuruvilla’s leadership, Condé Nast India has made substantial investments,
setting a benchmark for the industry and establishing itself as the only multimedia company dedicated to reaching the affluent Indian.
22
Imran Amed, “Inside India’s Big Fat $38 Billion Wedding Market, Part 1", http://www.businessoffashion.com/articles/global-currents/
inside-indias-big-fat-38-billion-wedding-market-part-1-rohit-bal-sabyasachi-mukherjee-alex-kuruvilla-vijay-singh-india-bridal-fashion-
week, August 7th 2013 (accessed date: June 24th 2015)
23
“Indians swear by arranged marriages”, http://www.deccanherald.com/content/316016/indians-swear-arranged-marriages.html, March
2nd 2013 (accessed date: June 23rd 2015)

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 Sharing the same outlook regarding the paradigm shift in Indian weddings from conventional to pomp and
show, Gunjan Bansal, CEO, L’Amore Weddings (one of the earliest wedding planners in India) says, “While
weddings were a simpler affair about two decades back, economic liberalization and the rise of the middle
class have prompted a change in attitudes. In India, people are spending a lot of money on weddings.
Gradually, the trend of hiring a planner is growing.”24
Explaining the mix-and-match wedding that is the new norm, Sociologist, Madhuri Raijada (Raijada) said,
“People no longer live in their hometowns, they work in offices where they share their space with people
from multiple cultures. So they adapt what they like.”25 While appreciating the fun aspect of these weddings,
Raijada also voices concern. “Imitating food and functions is just superficial. People have these functions
because it’s fun, but there’s also consumerism involved,”26 argued Raijada and said, “These extravagant
ceremonies borrowed from Bollywood often make a statement about personal wealth and social status.”27

Indian Weddings: ‘Culturally’ Professionalized?

Lakshmi Rammohan, Founder ‘Dreamweaver Weddings’ (a wedding planning agency) had been planning
and executing weddings for middle-and upper middle-class families, with a budget range from ₹7 lakh to
₹1crore.28 Her remuneration is ₹20,000 (non-refundable) for initial estimates, and the rest is less than 15%
of the wedding budget. “It is heartening that even people who spend ₹7 lakh on a wedding want a planner,”29
she opines and says, “Hiring professional planners, then, is no longer the preserve of industrialists and stock
market hotshots.”30 Vandana Mohan, Founder of Delhi-based ‘The Wedding Design Company’ opines that
getting married out of the home towns (to destination weddings) had become a trend and took the fancy of
not only metro-savvy families but also the illustrious and nouveau riche families in Tier-II and Tier-III cities
such as Mysore in Karnataka to Moradabad in Uttar Pradesh.31
Abhishek Jain, Founder of MyShaadi.in, says, “One thing that’s different now is that the couple is involved
in the decision-making, which was not happening earlier. They have to decide who is the right jeweller, the
right invitation card designer and even things like where to go for the honeymoon. This information they
look for online - that’s where we get in and advise them on everything.”32
Zara Chowdary, Producer at ‘The Wedding Filmer’ (a Mumbai-based company that specializes in filming
weddings) with a sizeable experience in wedding photography observed cultural ambience across India during
the weddings on close quarters. She opined that, “over the years, we have observed that with social media
and rising number of globetrotters, orthodox traditions are slowly evolving, if not necessarily changing.
These changes can be sensed throughout a wedding, whether it is the attire or the venue décor.”33
“The changing face of the wedding business”, op.cit.
Anumeha Chaturvedi, “Band, Baaja, Business”, http://businesstoday.intoday.in/story/indian-wedding-business/1/21744.html, February 12th
2012 (accessed date: June 24th 2015)
Maleeka Kashyap, “The allure of the lavish wedding”, http://businesstoday.intoday.in/story/indian-wedding-market-mysore-karnataka-
jasleen-kochhar/1/210074.html, September 8th 2014 (accessed date: June 23rd 2015)
Shilpa Kannan, “How technology is changing Indian weddings”, http://www.bbc.com/news/world-asia-24727035, October 31st 2013
(accessed date: June 25th 2015)
Zara Chowdary, “5 Rising Trends In Indian Weddings Every Soon-To-Be-Married Should Know”, http://www.bollywoodshaadis.com/
articles/5-rising-trends-in-indian-weddings-every-soon-to-be-married-should-know-2588 (accessed date: June 25th 2015)

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 The Taj Wedding Barometer Survey findings states that there is a sizeable change in the number of love
marriages, but on a slow pace (the increase is over 25 years). Though, finding a marriage partner is still the
parent’s domain, they are competent enough to make the wedding on their own.34 The survey, conducted
by IPSOS, in which 1,000 young people aged 18-35 in 10 major cities (Mumbai, New Delhi, Bangalore,
Kanpur, Ahmedabad, Hyderabad, Nagpur, Ludhiana, Chennai and Surat) were interviewed, which throws
up some interesting findings (Exhibit VI) which makes one re-think the preconceived notions of the young
modern Indian.35

Exhibit VI: The Taj Wedding Barometer Survey (2013)

In Family We Trust • Indians are still conservative in their attitude towards finding the right match with 3/4th still keen on arranged marriages.
Of these, 82% are women who prefer parents and family deciding their future mate. At 68%, men are turning even more
independent with every passing generation
• Arranged marriages rule in the North with 82% respondents preferring an arranged marriage compared to the national
average of 74%
• Irrespective of gender, social standing or region, close to three quarter respondents trust their extended family to manage
the entire wedding

Be Mine • Overall, both men and women prefer proposals in private

• One-third Indians from the West prefer a straight-forward proposal, without shenanigans or brouhaha
• 21% respondents in the South, both male and female believe that women should initiate the proposal, as opposed to the
national average of 10% who feel men should be the first initiators
• Nearly, twice as many men believe that women should take the marriage proposal initiative. 13% male vis-à-vis 8% female

Lord & Lady of the Rings • ‘Ring ceremony’ is the most preferred pre-wedding function favored by respondents (97%)
• ‘Sangeet’ ceremony is its closest competitor at 81% followed by religious functions at 71%

The Overseas Effect • Indians have adopted styles that were predominately followed abroad such as Bachelor and Cocktail parties
• Bachelors party preferred venue: Resort away from home (34%) followed by 5/7 Star hotels (30%) and farmhouses (13%)
• Cocktail party preferred venue: 5/7 Star hotels (40%) followed by a resort away from home (33%) and a farmhouse

The Look • Grooming has become an integral part of any bride and grooms pre-nuptial preparation, but is significantly more important
to women than men at 47%
• At 46%, ‘facial’ is the most important service in a grooming package followed by spa and beauty treatments at 23%.
Furthermore, it is significantly more important to people in the South (50%) and North (46%) than people in the West (31%)
• Facial (54%), make-up (21%), mehendi (21%) and hair styling (20%) are more popular with women than men
• Respondents in the South are more likely to have their hair styled while people in North prefer spa and beauty treatments.
Respondents living in the West are more likely to opt for bleaching services

Dress Maketh • At 73%, 65% and 48%, wedding attire, wedding day and cuisine respectively are three most important aspects of a
The Man/Woman wedding
• 77% females consider their wedding attire as the most important aspect of a wedding as compared to 69% men

Gastronomical delights • South Indian and Chinese are the most preferred cuisines at weddings standing at 56%, followed by North Indian
• Majority would serve 5-15 dishes to guests at their wedding

Come One, Come All • 500 is the magic number. The ideal wedding guest list is between 251-500 people
• Males and respondents from the South prefer larger weddings with more than 1,000 guests compared to women and
respondents from the rest of India
• Females, regular people and respondents from the North and West prefer a small wedding with a guest list comprising of
101-250 people

Romance is Not Dead • 80% respondents prefer honeymoons at conventional romantic destinations and within a week of their wedding
• Goa remains the classic honeymoon destination closely followed by Ooty and Srinagar
• Men go European while women vote for the American dream: 46% men would prefer Europe as a destination for a
honeymoon abroad, whereas 36% women would prefer the US
• All-in-one for women; 25 per cent women prefer buying a combined wedding ceremony and honeymoon package from a
5/7 star hotel

Source: “The ‘TAJ’ Wedding Barometer”, http://www.theindianbeauty.com/2013/03/the-taj-wedding-barometer.html, March 3rd 2013

Nilofer D’Souza, “The bigger, fatter Indian wedding”, http://forbesindia.com/blog/life/the-bigger-fatter-indian-wedding/, March 9th 2013
(accessed date: June 24th 2015)

43
 Experts opine that there is a sizeable influence of technology on the entire value chain of Indian weddings.
Hitting the online websites for match making, wedding planners, caterers, decorators, confectioners, jewelers,
bridal wear, etc., witnessed a surge. Parents visiting local matchmakers (who used to carry the resumes of
prospective brides and grooms door to door) to seek a match for their sons and daughters, was in vogue
earlier. Today, due to several factors like globalization, urbanization, families are shifting to cities leaving
behind the village-based kinship networks, as a result, highly educated men and women are finding difficult
to get matches of their stature. Under these limitations, families have sought larger networks, mostly through
matchmaking sites.36 About one out of every eight Internet users in India is signed up on one of the country’s
so-called “matrimonial websites.”37Shaadi.com is one of India’s three most popular marriage sites, along
with Jeevansathi.com and BharatMatrimony.com.38 There are portals which offer match making services
exclusively for VIPs (Exhibit VII (a)) and elite strata of the society (Exhibit VII (b)). Joining the list, Second
Shaadi, offers a repository of matches for people who are divorced, or widowers for a second marriage.39

Exhibit VII (a): VIP SHAADI – Online Matchmaking Website for VIPs

Source: “Newspaper Advertisement”, The Economic Times, July 10th 2015, page 1

Chhabra 555, a prominent women wear store claims that a substantial amount of its bridal sales come from
online customers. Heena Malhotra the designer at the company says, “Brides don’t mind buying their wedding
ensemble online. Traditionally, people wanted to look and feel the fabric and texture before buying an
Gardiner Harris, “Websites in India Put a Bit of Choice Into Arranged Marriages”, http://www.nytimes.com/2015/04/26/world/asia/
india-arranged-marriages-matrimonial-websites.html, April 24th 2015 (accessed date: June 30th 2015)
Elizabeth Nolan Brown, “India’s Matchmaking Sites Turn Online Dating Into Arranged Marriage Lite”, http://www.bustle.com/
articles/10141-indias-matchmaking-sites-turn-online-dating-into-arranged-marriage-lite, June 12th 2013 (accessed date: June 30th 2015)
Rohan Swamy, “Beyond the norm: Matrimony sites that focus on small groups reap big benefits”, http://gadgets.ndtv.com/internet/
features/beyond-the-norm-matrimony-sites-that-focus-on-small-groups-reap-big-benefits-500579, March 27th 2014 (accessed date: June
30th 2015)

43
 Exhibit VII (b): Elite Matrimony – Online Matchmaking Website for Elite Classes

Source: Isabel, "Bizarre Indian ads", http://www.indiaoutsidemywindow.com/2012/11/bizarre-indian-ads.html, November 16th 2012

expensive saree or lehenga (long skirt). But now they are more open to online shopping.”40 Several innovations
are spanning wedding planners’ landscape. They now feature real weddings to connect would-be couples
with sellers (Bridal Wear, Wedding Photography, Floral Decorators, and Confectionary Vendors, etc.) Pushing
this envelope are interactive websites like Wedmegood.com and ShadiSaga.com, which enables the newly
married couples post their marriage photographs in a story format. The advantage of this interactive feature
is that the posts are tagged with various vendors whose services were used for those respective weddings –
photographers, caterers, make-up artists, decorators, venue choreographers, etc. As the detailed portfolios
are featured on the websites, people who are visiting these websites can get the entire information of these
vendors like charges, services and past work.41
In order to streamline the processes, San Francisco-based software development company Veristrat launched
Shaadi-e-Khas, a wedding management software exclusively for India, in April 2011. Giving a shot in the
arm for wedding planners and retail customers, this software facilitates RSVPs, guests’ travel dates, accounts,
hotel reservations, providing directions to the venue, and uploading wedding pictures and videos on a single
platform.42 “Unlike an Excel sheet, Shaadi-e-Khas makes your work about 80% more efficient by sending
you automated reminders for every task,”43 says CEO Bharat Kanodia. Coupled to this, the online software
comes with an embedded list of 800 pre-screened vendors, including florists, mehendi artists, and
videographers.

“How technology is changing Indian weddings”, op.cit.

Surabhi Agarwal, “Plan to get married? Browse through real weddings for help”, http://www.business-standard.com/article/companies/ plan
to-get-married-browse-through-real-weddings-for-help-115061600009_1.html, June 16th 2015 (accessed date: June 25th 2015)
Band, Baaja, Business”, op.cit.

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 Consumers’ Cultural Musings
With 1.4 billion population, more than 1600 languages and 9 religions, India is unity in diversity. Do modern
marriage ceremonies reflect this? For Indian consumers’ from across 29 States and 7 Union Territories,
wedding practices over the decades became more inclusive. Given the importance of a wedding ceremony in
an Indian family and expected adherence to cultural norms, industry veterans and seasoned marketers wonder
as to why the impact of culture is deep-rooted in Indian Weddings and if marketing can influence a set of
cultural practices.

Assignment Questions
I. What do you understand by cultural metamorphosis? How would you distinguish the paradigm shift
in the cultural ethos of Indian weddings? From the case facts, can you establish the invisible hand of
culture in the light of three levels of subculture (Supranational, National and Group)?
II. How is culture shared and learned? What are the three distinct forms of cultural learning? How language
and symbols, rituals, cultural customs and beliefs are shared with respect to weddings in India? How do
you think the influential factors (Bollywood and Mass media) highlighted in the case study impact the
cultural learnings?
III. According to you what are the changes you have witnessed across the value chain of Indian weddings
with respect to Indian core values? What are the contributing factors to this shift? What is the implication
of this on the consumer behavior?

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