Growth of Sham Matrimonies in Indian Youth Circles
In urban centers like Delhi, Mumbai, and Bengaluru, a new trend is emerging among young adults: fake weddings. Anurag Pandey, CEO of a startup, is one of the pioneers promoting this unique concept, aiming to showcase the spirit of Indian weddings while encouraging a responsible celebration.
These events, which mimic traditional Indian weddings without the marriage commitment, have gained traction. They feature elaborate decorations, music, and dance, with attendees dressing in traditional attire. Shivangi Sareen, an attendee, appreciates the fun experience they offer, free from the pressure of traditional family weddings.
The inspiration for these so-called fake weddings in India has been partially borrowed from abroad by certain individuals or groups involved in the wedding industry. Kaushal Chanani, co-founder of 8Club events, attributes the inspiration to experiences of young Indians abroad.
Event organizers in the hospitality industry are recognising the potential for financial growth and customer engagement in the fake wedding trend. Sharad Madan, a restaurant owner, emphasises the importance of providing unique experiences to patrons, even if it doesn't guarantee the same returns.
Vijay Arora, an event planner, predicts that fake weddings might evolve into a significant market segment, capturing the interest of many young people in India. Some organizers have experimented with sober celebrations, focusing on games and performances instead of alcohol, catering to a broader audience.
Social commentator Santosh Desai suggests that fake weddings may have a potential permanence in the social offering, providing a context for enjoyment without traditional wedding obligations. Fake weddings may represent a new chapter in the evolving landscape of celebration in India, whether enjoyed as a fleeting trend or a lasting social phenomenon.
Tickets for these events typically range from 1,500 rupees to 15,000 rupees. A recent example of a fake sangeet event included dancers in ethnic garments, a live drummer, and tequila-infused gol gappas. Attendees have expressed enjoyment at these events, finding them less pressured than family weddings.
As the trend continues to grow, it will be interesting to see how fake weddings evolve and impact the wedding industry in India.
