The changing wedding business

Weddings have always been important in our country. But they are getting bigger and glitzier.

- AMBI PARAMESWARAN

The growth in weddings has thrown open numerous opportunities for marketers. At one time having a wedding in a five-star hotel or resort was a rarity reserved for the ultra-rich. Today it is a sign of success for even the upper middle classes.

Business Standard (edition dated September 26, 2024) says with November 22, 23, 24 being among the most auspicious days of this wedding season, all five-star hotels are running full. Multinational hotel chains are rolling out special Indian wedding services.

Having a wedding in a hotel has added benefits to the hotel in the form of rooms for guests, food and beverage sales, concierge services, etc. The bigger families book out the entire hotel. I wonder if the Oberoi group is rethinking its old policy of "no wedding," as articulated by the late Biki Oberoi.

Companies that help other companies organise dealer conferences, product launch conferences, and MICE (meetings, incentives, conferences, exhibitions) at one time shunned the wedding business because it was "messy." That has changed.

EEMA India (Event and Entertainment Management Association) has embraced weddings as a major source of revenue and growth.