Dr. Vijay Garg
The wedding season has begun in the country. This festival, which started from Devuthani Ekadashi, will continue till December 15. According to a report, there will be about 46 lakh weddings in India during this period, generating trade worth around ₹6.5 lakh crore. A large part of this expenditure goes into catering and jewellery purchases and reaches small businessmen and hardworking people. Today, jewellery is intertwined with technology. In reality, Indian weddings are not just a union of two souls but an annual booster dose for the Indian economy.
Mildly cold November evenings, mist settling in the air, and the sound of brass bands echoing from afar—if you live in any city, town, or village of India, you must have sensed that the wind has changed. Streets are crowded, markets are overflowing, and DJ sounds often disturb sleep. At first glance, this may seem chaotic. A common man stuck in traffic may call it a nuisance. But if you listen closely, there is a tune of hope in that noise—a tune that keeps the wheels of the Indian economy running.
The Great Indian Wedding Season has arrived. This festival, beginning with Devuthani Ekadashi, will be in full swing till December 15. But this year, the noise is a little louder and different. Weddings have now become the biggest celebration of the Indian market amidst global recessionary pressure. So today, instead of discussing the colour of the groom’s turban or the sparkle of the bride’s jewellery, we explore the economics, technology, and changing social fabric behind these shades.
When the economies of the world are struggling and large countries tremble at the word recession, India continues to flourish. The recent report by the Confederation of All India Traders (CAIT) makes any economist stop and think. It estimates that 46 lakh weddings will take place in India between November 1 and December 15—a significant increase from last year. But the real story lies not in the number of weddings, but in the expenditure. These weddings are expected to generate business worth around ₹6.5 lakh crore.
Pause and understand this figure. It is more than the total GDP of many small nations. It surpasses the annual budgets of several Indian ministries. This proves that the desires and aspirations of Indian society are far from diminishing. Despite inflation and global slowdown, Indian families continue to spend on traditions and happiness.
Often, when we imagine a “Big Fat Indian Wedding,” images of five-star hotels, exotic flowers, and luxury cars come to mind. It appears as though the money flows only from the rich to the rich. But the truth is very different—and heartening.
The wedding economy is one of the best examples of wealth distribution. When a middle-class father withdraws his lifetime savings for his daughter’s wedding, that money begins to circulate through society. CAIT data shows that around 10% of wedding expenditure goes into catering, and nearly 15% into jewellery. But behind this celebration stand thousands of invisible hands: the tent worker installing bamboo poles, the electrician fixing lights, the florist, the barber, the washerman, the rickshaw puller, and the local Pandit ji. An average wedding directly and indirectly supports employment for 50 to 100 people. This is the unorganised sector, which has no fixed income. For them, the wedding season is no less than Diwali. These 46 lakh weddings mean crores of man-days of employment. When this money reaches the pockets of hardworking people, they buy food, clothes, and essentials—keeping the economic cycle alive.
If you haven’t attended a wedding in the last decade and suddenly visit one now, you might be shocked. Indian weddings are no longer what they were in the 90s. Today, rituals blend with technology, and the wedding industry has embraced digital innovation with open arms.
AI and Digital Horoscope: The process is no longer limited to Pandit ji’s traditional methods. Artificial intelligence and data analytics are now used for matchmaking, guest list management, seating arrangements, and food preferences.
Drones and Cinematography: The wedding album has transformed into a cinematic film. Drones—once symbols of status—have become necessities. The booming pre-wedding shoot industry has created new opportunities for photographers and makeup artists at tourist destinations.
Social Media’s “Madagascar” and “Bazaar”: For today’s generation, if the wedding doesn’t look good on Instagram, does it even count? Huge amounts are spent on décor solely to create “Insta-worthy” moments. A new influencer economy has emerged, with wedding creators invited to ceremonies to produce viral reels. This psychological shift has created demand for new services.
This year’s wedding season also reflects a significant national change. Prime Minister Narendra Modi’s call for hosting weddings within India seems to be taken seriously. Until a few years ago, Lake Como in Italy or resorts in Turkey were favourites of wealthy Indians. Crores of rupees were flowing out of India for destination weddings. But this year, the trend has reversed. Indian destinations like Udaipur, Jodhpur, Jaipur, Kerala, and Goa are in high demand. Hosting destination weddings within India benefits our hotels, airlines, and local artisans—helping reduce outward wealth flow.
The impact of “Aatmanirbhar Bharat” is also visible. Chinese lights and cheap plastic décor are disappearing, replaced by earthen lamps, marigold flowers, and Indian-made fabrics. This shift is both economic and emotional. We are returning to our roots—and those roots are strengthening our market.
If India is the land of weddings, then Delhi is its capital. CAIT identifies Delhi as the focal point of this economic activity, with an estimated 4.8 lakh weddings this season. Markets from Chandni Chowk to Lajpat Nagar and South Extension to local colonies are buzzing with business. Budgets differ, but the enthusiasm is the same.
The question often arises—why do Indians spend so much on weddings? Why does a father save for 20 years, cutting down his own needs, to spend it on a two-day ceremony? In India, this expenditure is not merely consumption but a social investment. Weddings strengthen relationships, expand social circles, and pass cultural heritage to the next generation. Interestingly, such emotional spending shields our economy from recession. When people in the West lock their money in vaults during economic uncertainty, Indians head to the market during auspicious muhurats. Our economy runs more on emotions than logic—and weddings are the grandest celebration of that spirit.
Over the next few weeks, when you feel annoyed by late-night band music or get stuck in traffic due to a wedding procession, try shifting your perspective. Hear music instead of noise. Think of the band member who now has an income. The fuel burnt in slow-moving vehicles adds to revenue. Firework smoke may raise environmental concerns, but it lights up the home of a worker in Sivakasi. The circulation of ₹6.5 lakh crore is revitalising the market. Money moves from one hand to another, and then to a third—that is the economy.
Indian weddings are not just the union of two souls—they are an annual business booster that strengthens the Indian economy. It is celebration, commerce, and above all—it is India.
Let the echo of jewels continue, and may the truth of the market remain alive.
Dr. Vijay Garg
Retired Principal, Educational Columnist,
Eminent Educationist
Street Kour Chand, MHR Malout, Punjab
