Weddings are a huge deal in India. We like to splurge, to go all-out in our weddings and put up a spectacle for the world. The wedding season in India will soon begin and so will the pre-planning, booking and the show-sha that comes with it. From hiring new-age content creators to come up with something unique to using technology and capturing every moment for the bride and groom and their respective families, the wedding industry has gotten an overhaul like no other peer industry.&nbsp;

In July, the only thing the whole country and most parts of the world spoke about was the Indian billionaire’s son’s wedding that had us in a chokehold – with the extravagance and flamboyance. From flying in Kim Kardashian for one of the main functions to getting columns of celebrities in attendance – through a montage of professionally designed photoshoots and tastefully selected clippings of celebrations, it was as if the social media audience was actually invited to the carnival of festivities. Wedding trend forecasters feel that this is what the Indian wedding of the future will strive towards.

<h2>Wedding Trends 2024</h2>

“Weddings in India have always been grand affairs, but the landscape of wedding photography has undergone a dramatic transformation in recent years. I have witnessed firsthand the evolving expectations of clients and the technological advancements that have reshaped the industry,” says Akash Agarwal, co-founder of WeddingNama, a pan-Indian luxury wedding photography and filming company.

Truly, fairytale weddings are the order of the day. Couples want to showcase the best version of themselves to the world as social media opens up new avenues of sharing content more spontaneously and creatively. One can argue that traditional wedding photography and videography have their place in documenting an event even today. However, couples are also moving in newer and trendier directions.&nbsp;

Agarwal analyses the shift in choice through comparisons. He feels that traditionally, Indian weddings were documented with a focus on capturing posed family portraits and ceremonial moments. “Today's couples are more discerning. They are well-informed about photography trends and are eager to experiment with different styles,” he says.

Most members of the wedding photography tribe agree that a sea change is underway in this space. “Candid storytelling: continues to be a favourite. Couples desire authentic moments, and our photographers excel in capturing these spontaneous interactions, preserving the genuine emotions of the day,” says Apoorv Mohan Shrivastav, founder of Plush Affairs, a wedding photography firm with offices in Bhopal, Delhi NCR, Mumbai, Bangalore, Goa and Dubai.

No one doubts that we consume visuals and share experiences in a dramatically different way than what was the norm in the past. Weddings themselves have blown up over social media, particularly on Instagram, where ceremonies are tied together with a bunch of appropriate hashtags, trending audio, BTS moments and instant feedback from a larger community of viewers. Couples are increasingly leaning towards capturing the smaller, inconsequential and fun moments, through small video clips and photographs. Simultaneously, the idea is to deliver the frozen-in-time moments to their friends and family in the blink of an eye.

Of course, technology is coming to the rescue of the new-age couples with ‘big, fat, wedding’ goals. Agarwal reckons the use of face recognition software to segregate and share wedding photos almost instantaneously to be one of the most exciting developments. “This trend has gained immense popularity, with several apps and websites now offering photo and video sharing with features like guest uploads and face recognition,” he says.

<h2>Content creators for weddings are new flavour</h2>

Content creators for weddings are the new flavour of the season. “In an era where social media plays a pivotal role, 2024 weddings are embracing the trend of real-time content creation,” says Natasha Kabra, founder and director of Bling It On!, a wedding planning company, with outposts in Bangalore and Coorg.

Not just photography, every aspect of modern day weddings is evolving, as the range of wedding vendors widens and the services on offer diversifies. For instance, Yash Gandhi, co-founder, Discovery Events, a Mumbai-based events management company feels that the preference for intimate weddings is on the rise, as opposed to large gatherings a few years earlier. “Couples, particularly from business families with the younger generation at the helm, are opting for high-end luxury properties with around 50-60 rooms instead of the traditional 150-room destinations,” he says.&nbsp;

Agrees Kabra of Bling It On! She figures that micro weddings, or intimate celebrations, which gained popularity during the pandemic are here to stay.&nbsp;

Others like Kunal Thacker, co-founder of Katha Joint, a Mumbai-based event planning, designing and managing firm, believe that while actual wedding ceremonies are getting more intimate, the occasion is being split into two sections – the pre/post wedding functions and the wedding itself. “The wedding/pheras are more intimate with only 200-300 close relatives and friends and the pre/post wedding celebrations include the larger crowds,” he says.

Also read:&nbsp;<a href="https://www.wionews.com/entertainment/lifestyle/news-paul-costelloe-takes-fashionistas-to-paris-bora-aksu-honours-mother-at-london-shows-758626">Paul Costelloe takes fashionistas to Paris, Bora Aksu honours mother at London shows</a>

However, surpassing it all is the new format of technology aided storytelling tailor made for sharing on social media. Artificial Intelligence (AI) has also emerged as a big disruptive force in the industry. Clearly, the new age bride and groom are not marrying just for the physical attendees but also thousands of eyeballs on the internet. And that means only one thing for the wedding vendors. “As industry professionals, we must stay ahead of the curve, embracing new technologies while maintaining the core principles of artistic excellence and exceptional client service,” says Agarwal of WeddingNama.

Weddings are a huge deal in India. We like to splurge, to go all-out in our weddings and put up a spectacle for the world. The wedding season in India will soon begin and so will the pre-planning, booking and the show-sha that comes with it.

Weddings are a huge deal in India. We like to splurge, to go all-out in our weddings and put up a spectacle for the world. The wedding season in India will soon begin and so will the pre-planning, booking and the show-sha that comes with it. From hiring new-age content creators to come up with something unique to using technology and capturing every moment for the bride and groom and their respective families, the wedding industry has gotten an overhaul like no other peer industry. In July, the only thing the whole country and most parts of the world spoke about was the Indian billionaire’s son’s wedding that had us in a chokehold – with the extravagance and flamboyance. From flying in Kim Kardashian for one of the main functions to getting columns of celebrities in attendance – through a montage of professionally designed photoshoots and tastefully selected clippings of celebrations, it was as if the social media audience was actually invited to the carnival of festivities. Wedding trend forecasters feel that this is what the Indian wedding of the future will strive towards. Wedding Trends 2024 “Weddings in India have always been grand affairs, but the landscape of wedding photography has undergone a dramatic transformation in recent years. I have witnessed firsthand the evolving expectations of clients and the technological advancements that have reshaped the industry,” says Akash Agarwal, co-founder of WeddingNama, a pan-Indian luxury wedding photography and filming company. Truly, fairytale weddings are the order of the day. Couples want to showcase the best version of themselves to the world as social media opens up new avenues of sharing content more spontaneously and creatively. One can argue that traditional wedding photography and videography have their place in documenting an event even today. However, couples are also moving in newer and trendier directions. Agarwal analyses the shift in choice through comparisons. He feels that traditionally, Indian weddings were documented with a focus on capturing posed family portraits and ceremonial moments. “Today's couples are more discerning. They are well-informed about photography trends and are eager to experiment with different styles,” he says. Most members of the wedding photography tribe agree that a sea change is underway in this space. “Candid storytelling: continues to be a favourite. Couples desire authentic moments, and our photographers excel in capturing these spontaneous interactions, preserving the genuine emotions of the day,” says Apoorv Mohan Shrivastav, founder of Plush Affairs, a wedding photography firm with offices in Bhopal, Delhi NCR, Mumbai, Bangalore, Goa and Dubai. No one doubts that we consume visuals and share experiences in a dramatically different way than what was the norm in the past. Weddings themselves have blown up over social media, particularly on Instagram, where ceremonies are tied together with a bunch of appropriate hashtags, trending audio, BTS moments and instant feedback from a larger community of viewers. Couples are increasingly leaning towards capturing the smaller, inconsequential and fun moments, through small video clips and photographs. Simultaneously, the idea is to deliver the frozen-in-time moments to their friends and family in the blink of an eye. Of course, technology is coming to the rescue of the new-age couples with ‘big, fat, wedding’ goals. Agarwal reckons the use of face recognition software to segregate and share wedding photos almost instantaneously to be one of the most exciting developments. “This trend has gained immense popularity, with several apps and websites now offering photo and video sharing with features like guest uploads and face recognition,” he says. Content creators for weddings are new flavour Content creators for weddings are the new flavour of the season. “In an era where social media plays a pivotal role, 2024 weddings are embracing the trend of real-time content creation,” says Natasha Kabra, founder and director of Bling It On!, a wedding planning company, with outposts in Bangalore and Coorg. Not just photography, every aspect of modern day weddings is evolving, as the range of wedding vendors widens and the services on offer diversifies. For instance, Yash Gandhi, co-founder, Discovery Events, a Mumbai-based events management company feels that the preference for intimate weddings is on the rise, as opposed to large gatherings a few years earlier. “Couples, particularly from business families with the younger generation at the helm, are opting for high-end luxury properties with around 50-60 rooms instead of the traditional 150-room destinations,” he says. Agrees Kabra of Bling It On! She figures that micro weddings, or intimate celebrations, which gained popularity during the pandemic are here to stay. Others like Kunal Thacker, co-founder of Katha Joint, a Mumbai-based event planning, designing and managing firm, believe that while actual wedding ceremonies are getting more intimate, the occasion is being split into two sections – the pre/post wedding functions and the wedding itself. “The wedding/pheras are more intimate with only 200-300 close relatives and friends and the pre/post wedding celebrations include the larger crowds,” he says. Also read: Paul Costelloe takes fashionistas to Paris, Bora Aksu honours mother at London shows However, surpassing it all is the new format of technology aided storytelling tailor made for sharing on social media. Artificial Intelligence (AI) has also emerged as a big disruptive force in the industry. Clearly, the new age bride and groom are not marrying just for the physical attendees but also thousands of eyeballs on the internet. And that means only one thing for the wedding vendors. “As industry professionals, we must stay ahead of the curve, embracing new technologies while maintaining the core principles of artistic excellence and exceptional client service,” says Agarwal of WeddingNama.

Fairytale but authentic: Experts suggest what's hot this year in wedding industry

Covid wasn’t kind to wedding planners in China, where marriages are traditionally elaborate, expensive affairs, but the industry estimated at almost $500 billion is now facing a bigger threat: a plunge in the number of couples willing to tie the knot.

The trend, which has become more obvious as the economy weakens and consumer confidence wanes, is also worrying officials trying to revive marriage, and birth, rates which dropped to record lows last year, leading to the first decline in population numbers in 60 years.

“The number of marriages is falling and few are willing to spend a lot on weddings,” said Yuan Jialiang, who ran a full-scale wedding planning business for almost a decade in Shanghai before switching to focus on wedding photography before the pandemic.

“The future of this industry doesn’t look promising.”

There were 6.8 million marriages across China last year, 800,000 fewer than in 2021 and the lowest since the government began publishing the data in 1986.

This drop in marriage registrations will exacerbate the decline in births in China, now one of the world’s fastest-ageing societies. Many cities deny unmarried mothers child-raising or healthcare subsidies and having children out of wedlock is often frowned upon.

“You have a lot of consumers that are just saying ‘well, you know, marriage isn’t the right thing for me’ and a lot of younger adults in China feel that raising kids is just too expensive,” said Ben Cavender, managing director and head of strategy at China Market Research Group.

“The traditional Chinese wedding industry is probably in for tough times.”

<h2>Budget, backlog</h2>

Before the pandemic hit, weddings were big business in China, with Daxue Consulting estimating the industry to be worth 3.6 trillion yuan ($487 billion) in 2020.

Couples traditionally splash out on gold jewellery, elaborate decor and luxury venues but Frank Chen, from Chen Feng Wedding Planning in Shanghai, says few weddings this year had a budget of over 100,000 yuan ($13,736).

“People are more inclined to go for a simple and niche wedding,” said Chen, adding that a decade ago, it was common for couples to spend millions of yuan.

Many weddings planned for 2022 were postponed by COVID-19 lockdowns, resulting in a busier 2023 for some firms.

Jewellery companies Chow Tai Fook and TSL said they expect demand for wedding jewellery this year to return to pre-pandemic levels.

TSL, however, said the long-term future of the industry would depend on the strength of the economy.

“It’s just the COVID backlog,” said wedding planner Xueyi, whose business in Xi’an and Shanghai has also seen a spike this year. “Some of my clients who had bookings rescheduled have actually separated.”

<h2>‘Niche, Niche, Niche’</h2>

The economic downturn has hit the middle class, and the youth, the hardest, resulting in high jobless rates and low household spending.

Wealthier consumers appear to be better insulated against the macroeconomic headwinds and Jewel Wang, owner of a network of stores selling wedding dresses by U.S. designer Vera Wang, expects companies specialising in high-end or bespoke services to fare better than those in the low-to-mid-ranges.

Wang, who is also founder of Nora’s bridal boutique in Shanghai which stocks luxury gowns from designers including Oscar de la Renta and Carolina Herrera, said June was the best month in a decade due to pent-up demand.

“For us it makes more sense to find the next bride who can afford our products versus capturing a greater part of the market,” she added.

Still, she was cautious about the future.

“As a market we see an absolute downturn in spending. Our strategy has been to stay niche, niche, niche,” said Wang.

“We don’t want to flow with the broader market because we don’t think that it’s a good place to go.”

WATCH WION LIVE HERE

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Covid wasn’t kind to wedding planners in China, where marriages are traditionally elaborate, expensive affairs, but the industry estimated at almost $500 billion is now facing a bigger threat: a plunge in the number of couples willing to tie the knot.

Covid wasn’t kind to wedding planners in China, where marriages are traditionally elaborate, expensive affairs, but the industry estimated at almost $500 billion is now facing a bigger threat: a plunge in the number of couples willing to tie the knot. The trend, which has become more obvious as the economy weakens and consumer confidence wanes, is also worrying officials trying to revive marriage, and birth, rates which dropped to record lows last year, leading to the first decline in population numbers in 60 years. “The number of marriages is falling and few are willing to spend a lot on weddings,” said Yuan Jialiang, who ran a full-scale wedding planning business for almost a decade in Shanghai before switching to focus on wedding photography before the pandemic. “The future of this industry doesn’t look promising.” There were 6.8 million marriages across China last year, 800,000 fewer than in 2021 and the lowest since the government began publishing the data in 1986. This drop in marriage registrations will exacerbate the decline in births in China, now one of the world’s fastest-ageing societies. Many cities deny unmarried mothers child-raising or healthcare subsidies and having children out of wedlock is often frowned upon. “You have a lot of consumers that are just saying ‘well, you know, marriage isn’t the right thing for me’ and a lot of younger adults in China feel that raising kids is just too expensive,” said Ben Cavender, managing director and head of strategy at China Market Research Group. “The traditional Chinese wedding industry is probably in for tough times.” Budget, backlog Before the pandemic hit, weddings were big business in China, with Daxue Consulting estimating the industry to be worth 3.6 trillion yuan ($487 billion) in 2020. Couples traditionally splash out on gold jewellery, elaborate decor and luxury venues but Frank Chen, from Chen Feng Wedding Planning in Shanghai, says few weddings this year had a budget of over 100,000 yuan ($13,736). “People are more inclined to go for a simple and niche wedding,” said Chen, adding that a decade ago, it was common for couples to spend millions of yuan. Many weddings planned for 2022 were postponed by COVID-19 lockdowns, resulting in a busier 2023 for some firms. Jewellery companies Chow Tai Fook and TSL said they expect demand for wedding jewellery this year to return to pre-pandemic levels. TSL, however, said the long-term future of the industry would depend on the strength of the economy. “It’s just the COVID backlog,” said wedding planner Xueyi, whose business in Xi’an and Shanghai has also seen a spike this year. “Some of my clients who had bookings rescheduled have actually separated.” ‘Niche, Niche, Niche’ The economic downturn has hit the middle class, and the youth, the hardest, resulting in high jobless rates and low household spending. Wealthier consumers appear to be better insulated against the macroeconomic headwinds and Jewel Wang, owner of a network of stores selling wedding dresses by U.S. designer Vera Wang, expects companies specialising in high-end or bespoke services to fare better than those in the low-to-mid-ranges. Wang, who is also founder of Nora’s bridal boutique in Shanghai which stocks luxury gowns from designers including Oscar de la Renta and Carolina Herrera, said June was the best month in a decade due to pent-up demand. “For us it makes more sense to find the next bride who can afford our products versus capturing a greater part of the market,” she added. Still, she was cautious about the future. “As a market we see an absolute downturn in spending. Our strategy has been to stay niche, niche, niche,” said Wang. “We don’t want to flow with the broader market because we don’t think that it’s a good place to go.” WATCH WION LIVE HERE

Fewer ‘I dos’ ruin the party for China’s $500 billion wedding industry

Smart rings are taking over the wedding industry. Partners can feel and see each other's heartbeats through the smart ring. What is this new-age wedding tech? Molly Gambhir reports.

Gravitas: Would you buy a smart ring for your partner?

The rapid spread of the Omicron variant of the coronavirus, has failed to put a damper on wedding celebrations.

As per The Wedding Report, a market research firm, there will be an estimated 2.5 million weddings in 2022, the highest in the US since 1984. In these people will spend an average of approximately $24,500.

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The survey conducted on 2,229 consumers and 283 businesses, showed that 20 per cent of 2021 weddings were rescheduled out to 2022.

Founder of The Wedding Report Shane McMurray said, "To be honest, this isn’t really growth. This is pent-up demand."

<a href="https://www.wionews.com/india-news/in-a-first-indian-couple-to-host-wedding-reception-in-metaverse-445432">Also read |&nbsp;In a first, Indian couple to host wedding reception in Metaverse</a>

As authorities have tightened restrictions across the world in an attempt to control the spread, couples planning to wed had faced three options - postpone, downsize or attempt to carry on as normal.

Many businesses are reporting that the second half of the year is the busiest for them according to the survey.

The expenses incurred in pandemic weddings has increased due to inflation, with 15 per cent of couples saying they are still cutting budgets by as much as 28 per cent.

As a result, people who preferred not to delay tying the knot, even though guests could not attend, got married on Zoom or had a metaverse wedding.

<a href="https://www.wionews.com/india-news/why-do-men-want-marriage-strike-a-social-media-debate-is-raging-in-india-over-criminalising-marital-rape-446939">Also read |&nbsp;Why do men want 'Marriage Strike'? A social media debate is raging in India over criminalising marital rape</a>

Last month, inflation in the US hit its highest level in over 40 years, with a 7 per cent increase over the previous year.

"It’s not sustainable for human beings to do this," says Laine Palm, a wedding planner and coordinator based in Minneapolis.&nbsp;

"We’re tired, and we can’t keep doing three weddings in a weekend, which is what we’re doing now."

The report suggests that after 2023, things should start to normalise, and the number of weddings and spending will go back to pre-pandemic era.

(With inputs from agencies)

The rapid spread of the Omicron variant of the coronavirus, has failed to put a damper on wedding celebrations. As per The Wedding Report, a market research firm, there will be an estimated 2.

The rapid spread of the Omicron variant of the coronavirus, has failed to put a damper on wedding celebrations. As per The Wedding Report, a market research firm, there will be an estimated 2.5 million weddings in 2022, the highest in the US since 1984. In these people will spend an average of approximately $24,500. The survey conducted on 2,229 consumers and 283 businesses, showed that 20 per cent of 2021 weddings were rescheduled out to 2022. Founder of The Wedding Report Shane McMurray said, "To be honest, this isn’t really growth. This is pent-up demand." Also read | In a first, Indian couple to host wedding reception in Metaverse As authorities have tightened restrictions across the world in an attempt to control the spread, couples planning to wed had faced three options - postpone, downsize or attempt to carry on as normal. Many businesses are reporting that the second half of the year is the busiest for them according to the survey. The expenses incurred in pandemic weddings has increased due to inflation, with 15 per cent of couples saying they are still cutting budgets by as much as 28 per cent. As a result, people who preferred not to delay tying the knot, even though guests could not attend, got married on Zoom or had a metaverse wedding. Also read | Why do men want 'Marriage Strike'? A social media debate is raging in India over criminalising marital rape Last month, inflation in the US hit its highest level in over 40 years, with a 7 per cent increase over the previous year. "It’s not sustainable for human beings to do this," says Laine Palm, a wedding planner and coordinator based in Minneapolis. "We’re tired, and we can’t keep doing three weddings in a weekend, which is what we’re doing now." The report suggests that after 2023, things should start to normalise, and the number of weddings and spending will go back to pre-pandemic era. (With inputs from agencies)

Boom year for brides and grooms: 2022 will see the most weddings since 1984

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