Shopping and marriages go hand in hand like clockwork. On the heels of the lavish Indian wedding, retailers and brands anticipate that one will convert into the other and see improved results in the second half of this fiscal year.
Between October and March, there are 47 auspicious days for marriage, which is more than three times as many as there are in the first half.
The Confederation of All India Traders (CAIT), which polled companies that provide wedding-related goods and services in 75 cities, estimates that there are almost 4.8 million marriages between October and December alone. There may be a 40 per cent rise in spending because this is more than 35 per cent more than the 3.5 million such events that occurred last year.
Given that sales are positively impacted by this season, some of this buoyancy would be expected. Retailers are getting ready to cash in after a difficult few months.
With social media recording everything that is worn, Parthip Thyagarajan, cofounder of WeddingSutra, a directory website for nuptial services, believes there is increased pressure and awareness.
