This change in attitude could be attributed to the economic policies implemented in the country post 1991, which spurred economic growth and improved living standards. Influenced by a liberalized economy, middle-class couples started opting for lavish celebrations compared to the past simplicity.
As a result, what began traditionally as communal gatherings then evolved into a thriving industry involving attire, jewelry, beauty services, gifts, cuisine, and elaborate decorations.
India is the world’s second-biggest consumer of gold. Gold imports stood at $1.9 billion in December, the peak wedding season, bringing the cumulative imports to $37.85 billion from April-January in fiscal 2024.