Are Indians moving beyond superstitions for their big day?

WeddingWire India, the Indian subsidiary of The Knot Worldwide and online marketplace for couples and wedding professionals has released insightful statistics on how Indians are opting for non-saaya dates. The insights revealed that there’s a 76% surge in the demand for non-saaya dates in the first half of the year in comparison to the last year.

The data further highlights that Bangalore has the most demand for non-saaya weddings at 16% followed by Mumbai (12%), Jaipur (11%), and Lucknow (10%). Vendor availability and accessibility on these dates are driving this trend. In terms of venue, resorts and destinations weddings have seen highest queries at 139% followed by marriage gardens, and weddings lawns & farmhouses at 62% and 60% respectively.

Talking about the mushrooming trend, Anam Zubair, Associate Director of Marketing at WeddingWire India, said, “The pandemic has brought a significant change in how weddings are done across the globe. In India, the big-bang Indian weddings have been replaced by micro and live-streamed weddings. However, given how rooted Indians are in their culture and customs, the surge in demand for non-saaya weddings is a refreshing and favourable change for the wedding industry. This radical change which was envisioned 2-3 years down the lane has been fast-tracked by the pandemic. If the trend continues to strike a chord with the consumers, it will drive new revenue opportunities for professionals in a $50 billion Indian wedding industry.”

Talking about the pent-up demand for Non-Saaya dates, Janvi Dave – Founder and Creative Director of Janvi Dave Weddings and Events said, “This a welcome change for the vendor fraternity – the same old wedding customs have been practiced for ages and haven’t witnessed any significant change so far. The pandemic has played a huge role in the swift adoption of this change in the lives of Indians. We as planners now believe in – Har Din Shubh Hai, so we encourage that and also millennial couples are quite open to non-saaya dates.”

Since the unprecedented second wave, there’s been a paradigm shift in how Indians are planning their wedding in the new normal. The insights pointed towards the fact that increasingly couples and families are moving away from traditionally considered auspicious dates for weddings and looking for alternatives. From minmonies (intimate/micro weddings), digital weddings, E-invites & customized wedding websites (62%  decrease in demand for traditional wedding cards) to now non-saaya dates, the approach has become more modern and practical.

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