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Column[Global Series: Marriage and Assets] India: Preparing for Marriage
- Release date: Sep 27, 2022
- Update date: Oct 15, 2025
- 4154 Views
India is a deeply religious country, and as such, it tends to place great importance on its unique marriage culture and traditions. On the other hand, Indian weddings are a rare and distinctive cultural phenomenon, uniquely splendid and vibrant, often incorporating new trends. This time, focusing primarily on middle-class urban dwellers, we will introduce the preparations and assets involved in marriage, taking into account the relevant culture and customs.
About Marriage in India
India spends more money on weddings and related events than other countries. The “Big Fat Wedding”—where celebrities and the wealthy rent out palace hotels, converted from palaces and castles once used by royalty—has gained attention and become an aspiration even for ordinary people facing financial hardship. For Indians, marriage is a major life event, and every bride and groom dreams of their own unique, special wedding.
Among nine countries, the one with the highest interest in marriage
Q5 Please select all life events that interest you. (1) Marriage (2) Having children (3) Retirement (4) None of the above
Indians hold a deep interest and regard for weddings, with many viewing them as life-defining events to be celebrated grandly. Many families have their own astrologers who assess compatibility with potential partners and select auspicious dates. Religious ceremonies also last approximately one week, with priests hired to conduct prayers for each ritual. In a prayer pavilion called a “Mandap,” various Hindu-style prayer rituals are performed from late night into the early morning, where the couple pledges their vows to the gods and is recognized as husband and wife. While renting a wedding hall is common, affluent families may opt to exclusively book a five-star hotel or a palace hotel in the suburbs. The venue is beautifully decorated, with professional photography and videography provided. Pre-wedding photo sessions are also mandatory, with many hotels and studios offering various packages. Catering is typically a buffet-style party, often featuring a DJ space. Popular songs play as children dance. The bride and groom make separate grand entrances, each arriving in elaborate fashion—accompanied by a palanquin, luxury car, or marching band—to surprise the guests. While the pre-wedding events are organized separately by the bride and groom's families, the wedding ceremony itself is prepared by the bride's family.
In India, there is a custom where the bride's family brings a dowry, called dahaj, to the groom's family. Although legally prohibited due to the high incidence of crimes related to dahaj, the tradition remains deeply ingrained. Dahaj includes cash as a betrothal gift, along with other items such as vehicles, gold, jewelry, furniture, and clothing. The contents vary slightly depending on caste, region, and the man's occupation, but the dowry is tailored to each social class. The higher the man's occupation and family status, the greater the dowry becomes.
Marriage and Home Purchase
Marriage customs vary across regions in India, but arranged marriages are common, making cohabitation with parents and extended family the norm. While some couples purchase larger apartments or new homes upon marriage, buying a home solely for the newlyweds is rare. In India, when families grow, the mainstream approach is to purchase a larger home, relocate, or renovate. The culture of renovating also remains deeply ingrained. Some families renovate one room or add an entire floor above for the newlyweds.
Source: United Nations, Population Division. ”Database on Household Size and Composition 2019”
Marriage and Car Purchase
In India, many households are beginning to own private cars, which are commonly used as a means of transportation. However, many people also purchase cars as a status symbol. In recent years, grooms increasingly arrive at wedding venues by car rather than on a white horse, making new luxury cars a significant status symbol. While affordable compact cars from Maruti Suzuki India were popular in the past, luxury cars like Audi and Mercedes-Benz, along with large SUVs, are now gaining popularity.
On Marriage and Gold Jewelry
Pure gold jewelry forms part of the dowry. Jewelry purchased for the wedding not only adorns the bride beautifully but also signifies the status of both the bride's and groom's families. In Hindu culture, it is traditional for married women to wear various pieces of jewelry. These serve not only as symbols of their marital status but are also worn with prayers for their spouse's health and prosperity. Furthermore, because pure gold retains its value, it is considered a precious asset passed down from mother to daughter or from mother-in-law to daughter-in-law. While in the past, many women wore traditional attire like saris after marriage, modern women often wear Western clothing. Thus, the traditional, heavy designs of pure gold jewelry are typically purchased for the wedding ceremony and remain stored in a safe during everyday life. Modern designs incorporating platinum and gemstones are popular for everyday wear, with platinum diamond matching rings frequently seen in commercials.
Q7: For each of the following life stages, please select what you would like to have. (1) When you graduate from school and start working (2) When you get married (3) When you welcome your first child (4) When you retire
Source: INTAGE Independent Research Project (Survey on Life Events and Assets in 9 Countries) URL: https://www.global-market-surfer.com/report/detail/152/ ※Survey overview is provided at the end of this document.
As previously introduced, Indian marriages and weddings possess a unique character. Recently, eco-friendly and sustainable weddings have also become a trend. Inviting only close relatives and friends, venues decorated with fresh flowers in lush gardens, and handmade touches like bridal jewelry crafted from fresh blooms are popular. Additionally, weddings combined with tours or travel packages at resort or tourist destinations have gained popularity, creating new trends.
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This is a website-type database that has accumulated visual data on more than 1,000 sei-katsu-sha from 18 countries around the world. The database includes many 3D models of living environments and 2D data of items owned by each sei-katsu-sha, and is useful for understanding overseas sei-katsu-sha, which is difficult to grasp using only letters and numbers.
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Compare the differences in the attributes of overseas consumers
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Author profile
TNC Lifestyle Researcher
Lifestyle Researchers, a network of 600 Japanese women living in 100 regions across 70 countries worldwide, operated by TNC Inc., uncovers trends invisible in numbers and captures the authentic voices of consumers. Based on this raw information, we provide proposals for solving corporate challenges and develop product concepts. https://www.tenace.co.jp/ Profile of the person in charge: Residing in New Delhi, India for 20 years. Delhi is a metropolis, yet it boasts a rich history and culture, and is a city full of interesting people. I still make new discoveries every day, living truly stimulating days that never get boring.
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Editor profile
Chew Fong-Tat
I am a Malaysian researcher. I came to Japan 15 years ago and am still based in Tokyo, sharing insights about Southeast Asia and other overseas markets.
