Annual spending on weddings may exceed $130bn, reckons the Confederation of All India Traders. That would make marriage the country’s fourth-largest industry
Save time by listening to our audio articles as you multitaskIndians take knot-tying seriously. Consequently, Indian matrimony is serious business. The amount of money which changes hands in relation to it can be staggering. Mr Punjabi charges between $5,000 and $50,000 a day, and some productions stretch to a few weeks. India’s regions have different traditions, each demanding specific services. The festivities often last for days, requiring constant attention from one business or other.
In India the business of weddings typically begins before the two people theoretically at its centre have ever laid eyes on one another. Matchmakers operate everywhere in India, from rural huts to urban high-rises. Classified adverts still appear in Sunday newspapers, often written in shorthand inscrutable to the uninitiated. Indian cyberspace teems with “matrimonial” sites; the biggest publicly listed one, Matrimony.
Parents and other kin begin buying wedding baubles in the first two weeks after a girl’s birth, says Devaunshi Mehta, owner of the DiA shop at the posh Taj Mahal Palace Hotel in Mumbai. By the time the newborn sits at the altar, she is bejewelled head to toe with what still serves as portable dowry. To be a bit less outshone, some grooms have begun to sport bling, too.
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