Arranged marriages in India decline by 24 pc as love marriages grow: WeddingWire India

Wedding planning 4-6 months in advance for 41 pc

Society

April 26, 2023

/ By / New Delhi

Arranged marriages in India decline by 24 pc as love marriages grow: WeddingWire India

India as a country has beautifully adopted some global traditions while keeping the traditional ones at its core

In its latest survey, WeddingWire India says that on the lines of trends across the world, in India, too, an increasing number of couples are going in for love marriages rather than arranged marriages, which fall from 68 pc to 44 pc in barely three years.

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Love marriage is the new norm in India, according to a new report released by wedding technology platform WeddingWire India. The report says that a survey conducted in 2020 amongst engaged/recently married couples had shown that 68 pc of couples said that their marriage was arranged. On the other hand, in the 2023 survey, only 44 pc of couples opted for the option, indicating a 24 pc drop in share of arranged marriages.

The report has several other details of the Indian wedding market. According to the report, nearly 41 pc of the couples start planning their wedding 4-6 months in advance, while only 32 pc who plan it only 1-3 months in advance. It also says that with 72 pc of couples becoming engaged six months or less before the wedding, couples are also restricted with a smaller window of time to organise their weddings.

Wedding technology platforms gain momentum in the Indian market

As a result, due to the use of online resources by young, tech-savvy couples, there is a higher awareness of and dependence on them. The fact that smartphones and tablets (36 pc) beat over offline resources and in-person tools (34 pc) to become the preferred form of planning is evidence of this.

Six out of the eleven crucial actions, including budgeting, locating reputable vendors or selecting the perfect ring could be completed online by using online planning tools, according to every second couple who took part in the survey. These tools are being used by couples for planning, budgeting, locating reputable vendors, reading reviews, and other purposes. According to a survey done in 2023, there has been an 11 pc increase in the use of wedding technology platforms, with 58 pc of couples choosing to utilise wedding planning websites today compared to 47 pc in 2020.

Anam Zubair

Anam Zubair

“It is noteworthy that India as a country has beautifully adopted some global traditions while keeping the traditional ones at its core. For instance, love marriage especially amongst urban millennials is becoming a common norm while also keeping the traditional stance such as arranged marriage intact. Similarly, we are intrigued to learn that formal proposals are becoming popular in India. This opens a new revenue stream for our vendor partners who can offer customised services to cater to this demand. We are also closely observing the consumer behaviour of Gen-Z couples who have just entered the wedding cycle to understand the next big trends in the industry,” says Anam Zubair, Head of Marketing, WeddingWire India, which is part of The Knot Worldwide.

The statement adds that global trends are gaining popularity in India. International practises like proposals are becoming more common, with 28 pc of millennials conforming to a formal proposal before the wedding.  The global Newlywed survey conducted by The Knot Worldwide also found that living together before the wedding is becoming more typical in India. In terms of percentage of couples living together globally, France and Spain rank higher than the US.

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