Table of ContentsIntroductionChanging Indian Wedding TraditionsFinancial Imperatives of Indian FashionCultural Obligations of an Indian WeddingThe Bollywood Factor of an Indian WeddingConclusionWorks CitedIntroductionTradition has long dictated the ebb and flow of the typical Indian wedding. This is particularly true for wedding times, with the festivities generally scheduled between the months of October and January. The reasons for choosing this favored showcase are both poetic and prosaic: while the former considers the season auspicious, especially given its proximity to Navratri and Diwali, the latter allows for comfortable wearing of rich, heavy fabrics , while also allowing friends and family from abroad to make an appearance. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”? Get the original essay Changing Indian Wedding Traditions But as time passes, even this long-standing tradition gives way to all-day festivities. 'year, all driven by the changing tastes of the millennial generation. And what the millennial wants, he gets. After all, the domestic wedding industry has become a powerhouse of unparalleled proportions, with ample opportunity for growth. More than 10 million weddings per year generate an estimated $50 billion industry, making India the world's second-largest wedding market. An annual growth rate of between 25 and 30 percent promises to push that figure even higher, fueled by a massive young population, rising incomes and an aspiration for more glamorous weddings on social media. This has resulted in an industry that is, for the most part, both seasonally and recession-proof. And nowhere is this influence more apparent than in the Indian fashion industry, which has reconfigured itself to meet the needs and demands of the highly lucrative wedding market. Leading designers and couturiers from all walks of life have completely changed direction to focus on bridal collections, creating both high-end and ready-to-wear options. Indeed, at this year's India Couture Week, a number of designers admitted that 90% of their couture business came exclusively from Indian weddings. But what are the factors that have led to bridal fashion dominating the entire industry? Financial Imperatives of Indian Fashion Although Indian designers have achieved global fame for their highly imaginative and eclectic designs, their commercial ambitions at home have not always come to fruition. This has seen many of India's best and brightest move from the ready-to-wear segment to bridal and occasion wear. Top designers such as Sabyasachi Mukherjee, Anamika Khanna, Manish Malhotra and Rohit Bal have all taken the plunge by setting up chains of boutiques across the country specifically catering to wedding wear. In doing so, they became household names and built successful – and financially sustainable – empires. Last year, Sabyasachi's eponymous brand recorded a turnover of INR 250 crore, with an expected growth of 30% year-on-year. The fashion industry as a whole has also recognized the direction of the wind and has taken steps to capitalize on this growing trend. The heavyweights of the traditional Indian fashion calendar – including India Fashion Week, Lakmé Fashion Week and Bangalore Fashion Week – are uniformly dominated by the launch of bridal couture lines. The market is so large that a parallel ecosystem of fashion shows/103095.