Survival and Growth in the Indian Wedding Industry: Insights from Industry Professionals

Abstract

The Indian wedding industry has surfaced as a significant segment of the service economy. It is driven by cultural importance, rising consumer expenditure, and increasing professionalization. Despite its scale and social relevance, limited qualitative research examines how industry professionals interpret resilience and growth in this sector. This study attempts to explore the factors impacting survival and success in the Indian wedding industry through semi-structured interviews with seven experienced planners and vendors based in Rajasthan, India. The interview data were thematically analyzed to identify patterns shaping industry practices. Findings reveal that trust-based market dynamics are central to the industry, while experience and reputation strongly influence vendor selection due to the high financial and emotional stakes associated with weddings. Despite economic pressures such as inflation and rising operational costs, wedding expenditure remains resilient, reflecting households’ prioritization of celebratory spending. The study also highlights essential professional and entrepreneurial competencies including communication, creativity, crisis management, and physical endurance for effective service delivery and client satisfaction. Moreover, technology and social media have reshaped the entire planning processes and client expectations. The interest in sustainable practices is gradually increasing, particularly among younger clients, though adoption remains uneven. The study overall depicts an industry that balances tradition and modernity, where adaptability, credibility, and innovation drive sustained growth. By capturing practitioner-led insights, this research contributes to a deeper understanding of service-sector dynamics in culturally embedded markets, offering implications for vendors, policymakers, and scholars that are interested in the intersection of economic, social, and cultural factors in event management.