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    The Great Indian Wedding

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    Kritika Goel
    Indian weddings have grown into extravagant multi-day affairs costing tens of billions annually. They combine traditional customs like endogamous marriages with western influences like destination weddings and international cuisine. Social media fuels competition to host grander weddings. However, some are adopting sustainable practices like donating leftovers, using eco-friendly goods, and intimate ceremonies that champion greener approaches. Millennials are helping make sustainable weddings a new norm through social media advocacy.

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    The Great Indian Wedding

    Uploaded by

    Kritika Goel
    59 views2 pages
    Indian weddings have grown into extravagant multi-day affairs costing tens of billions annually. They combine traditional customs like endogamous marriages with western influences like destination weddings and international cuisine. Social media fuels competition to host grander weddings. However, some are adopting sustainable practices like donating leftovers, using eco-friendly goods, and intimate ceremonies that champion greener approaches. Millennials are helping make sustainable weddings a new norm through social media advocacy.

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    Essay on The Great Indian Wedding

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    The Great Indian wedding

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    Indian weddings have grown into extravagant multi-day affairs costing tens of billions annually. They combine traditional customs like endogamous marriages with western influences like destination weddings and international cuisine. Social media fuels competition to host grander weddings. However, some are adopting sustainable practices like donating leftovers, using eco-friendly goods, and intimate ceremonies that champion greener approaches. Millennials are helping make sustainable weddings a new norm through social media advocacy.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    59 views2 pages

    The Great Indian Wedding

    Uploaded by

    Kritika Goel
    Indian weddings have grown into extravagant multi-day affairs costing tens of billions annually. They combine traditional customs like endogamous marriages with western influences like destination weddings and international cuisine. Social media fuels competition to host grander weddings. However, some are adopting sustainable practices like donating leftovers, using eco-friendly goods, and intimate ceremonies that champion greener approaches. Millennials are helping make sustainable weddings a new norm through social media advocacy.

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    © All Rights Reserved
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    The Great Indian Wedding

    Indian weddings are described to be “the most visible site of conspicuous


    consumption and conspicuous waste” by Sociologist Patricia Uberoi. But, more than
    just conspicuous consumption, the super-rich of India have glamorised the Indian
    wedding scene and use it as a show of strength and obliviously a celebration of
    conservatism. This ‘tying the knot’ business is estimated to be worth USD 40-50
    billion per annum, as per the KPMG report of 2017, making India the second country
    after the USA as the biggest spender on weddings.
    Today, the great Indian wedding is a marriage between western and traditional
    sensibilities where the westernism is reflected through gastronomical choices that
    includes Chinese, Italian, and other cuisines to western events such as bachelor
    parties and cocktail parties. But the underlying tradition or the more appropriate term
    ‘conservatism’ is reflected through endogamous marriages and modified dowry
    practices that are shrouded as generous gift-giving. This kind of ostentatious show of
    wealth has become more prominent with the social media documenting the whole
    gig from start to finish.
    The Indian weddings have grown from a 3-days event to a 10-days long
    extravaganza that starts with invitation cards that are made to be ‘objets d’art’ to be
    cherished by the guests and selection of destinations for destination weddings, the
    most famous being palaces of Udaipur. Then comes designer lehengas – the
    traditional Indian outfit which has become a huge rage by shows such as Band Baja
    Bride – The Indian ‘Say Yes To The Dress’. To top it off, wedding planners are a
    huge hit that not only plan the wedding but are involved in everything just like the
    family is. All of this incurs a huge expenditure which is promoted by social media to a
    great extent.
    Moreover, the extensive coverage of celebrity weddings romanticizes the
    extravaganza making it the dream of many. When this kind of content is consumed
    by the rest of the population, the phenomenon of Big Fat Indian Wedding drips down
    from the not-so-rich to the middle class and becomes a rather burdening event.
    But just a handful of super-rich does not represent the whole country. Many are more
    socially conscious and have adopted a sustainable approach to the whole thing by
    using eco-friendly baskets, plants, sustainable fabrics, etc. as wedding giveaways.
    They choose small-towns as their wedding locations and use local services for flower
    arrangements, catering, decorations, etc. The practice of donating leftover food and
    using eco-friendly goods such as wooden cutlery and handmade clothing bought
    directly from the weavers are becoming more acceptable. This gives space for
    socially responsible artisans to not only survive but thrive.
    The great thing about social media is that it is not partial in the sense that what you
    put up will be consumed. The millennials are not only rejecting the big fat wedding
    syndrome but are championing greener approaches to it by documenting everything
    on social media. Millennials have also been advocating intimate ceremonies and
    close-to-nature settings which just might become the new norm in the context of
    Indian weddings. Moreover, big companies are trying to tap into the market of
    sustainable weddings that would streamline the whole process and make this
    business socially, economically, and environmentally friendly.

    Sources
    https://www.thehindu.com/life-and-style/gettingmarried-in-2019/article26069516.ece

    https://theconversation.com/inside-the-big-fat-indian-wedding-conservatism-competition-and-
    networks70678#:~:text=Sociologist%20Patricia%20Uberoi%20writes%20that,conspicuous
    %20consumption%20and%20conspicuous%20waste%E2%80%9D.

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