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Wedding shows are big business

11-October-2001
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Wedding shows are big business

Wedding Shows, a new phenomenon in India, are the flavour of the season. Last week, Delhi was witness to one of the most awaited wedding shows -- Bridal Asia, a showcase of the most exclusive designers of wedding wear. A dozen more shows are on the anvil in the next two months. The Times of India Group is hosting the Femina Bridal Show between 5th and 7th November at the World Trade Center in Mumbai. Between November 10-12, the second Mega Wedding Show in Mumbai is being co-organised by Marwar and WeddingSutra.com. ITE, a Delhi based event management agency which recently organised the Bride & Groom show in Delhi is set to host three major wedding shows in the months ahead.

So what exactly is a wedding show all about? And why are many event management agencies and media houses hosting one? "Simply because, if there's one time when people really spend in India, it's at the time of a Wedding" says Madhulika Mathur, CEO of Weddingsutra.com.

"Being a once-in-a-lifetime occasion, wedding is a major milestone event and, therefore, consumers tend to allocate significant budgets to the wedding and related purchases- they spend on jewellery, clothes and accessories, honeymoon; hire the service of specialists ranging from photographers to caterers; and shop for new home. Little wonder, that most consumer, lifestyle and luxury brands aim for a slice of the wedding segment", explains Mathur.

A wedding show aims to bring all these product and service providers under one roof. "It's a fairly new phenomena in India and is set to become a major feature in most Indian cities as also a popular Indian event in NRI centered cities like Dubai, London and Bangkok", says Amishi Dhanuka, Director of Marwar and the brain behind the Mega Wedding Show.

According to Divya Gurwara, the lady behind Bridal Asia, which has attracted participating designers from Singapore, Pakistan and Bangladesh. "Bridal Asia has stepped into its third year and goes international next year starting with Dubai. We are also working towards doing a show in Bangkok, London and US next year" she added.

The Bridal Asia held at the Taj, Delhi attracts over 25,000 elite buyers from India and abroad. And the participation fees come at a solid price with charges for a large stall going up to a lakh and a half.

Geetika Sharma, organiser of the Bride & Groom show, is also buoyed by the response to her show, both from the seventy two exhibitors and over forty thousand visitors.

The concept will undoubtedly grow in India for as Madhulika Mathur puts it: "Each year approximately 10 million couples get married in India. Few industries boast a more captive, ready-to-spend audience. Presumed to be a once-in-a-lifetime occasion, a wedding is a major milestone event and, therefore, consumers tend to allocate significant budgets to the wedding and related purchases.

Vendors and advertisers value to-be-weds as a very important consumer group. With a brand new consumer group each year wielding substantial budgets and facing a firm deadline, engaged couples are ideal recipients of advertisers' messages and vendors' products and services." Adds Mathur: "This years wedding season is beginning later, towards end of November and marketers are banking on the wedding population, to get the much needed business."

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