he big fat wedding season is just round the corner and with Indian families spending close to $ 25 billion (nearly Rs 150, 000 crore) each year on this occasion, and in a bid to make it a memorable event for couples, retailers are gearing up to match the needs of discerning customers. Stylists and designers highlight that lehengas which suitably blend ‘vintage’ styling with modern colours, diamond studded cocktail rings and customised embroidery trousseau items are en vogue this season.
Retailers also point out that Bollywood inspired looks from Anushkha Sharma and Kareena Kapoor also play an important role in selecting wedding outfits for brides, while grooms are also keen for a more ‘elegant look’. Tarun Tahiliani, well known designer, said, “For the affluent and also those aiming to be, this is the perfect setting for making a style statement. Also, price is often not a key selection criterion.”
Striking a similar note, Kamal Gupta, CMD, P P Jewellers, said, “The wedding industry is the most lucrative, in terms of consumer spending.”
Design Trends
Designers emphasise that a bride wants a suitable mix of traditional and yet contemporary styling, and is keen to experiment with styles including silhouettes that provide a western look. Apart from that, a combination of assorted embroidery techniques on an ensemble are preferred vis-à-vis single embroidery technique.
And, it’s no surprise that big ‘ghera’ lehengas, sensuous cholis, floor anarkalis and double dupattas that would make a bride ‘look’ and ‘feel’ beautiful are sought after in stores. Raghavendra Rathore, couture designer, said, “Brides prefer exclusive designs rather than off-the-shelf designs.”
For grooms, heavier embroidery and ornate designs on sherwanis are gaining in popularity.
Retailers point out that wedding ensembles including lehengas start from Rs 20,000, and Rs 80,000 for designer ones, but they could be bought at traditional markets at Chandni Chowk, Delhi and Kalbadevi, Mumbai for about 20 per cent cheaper. Falguni Peacock, fashion designer, said, “Bright pastel-based outfits are popular with brides and help to give a modern look.” Striking a similar note, Saniya Dhir, Brand Manager, Karol Bagh Saree house, said, “There is strong demand for assorted embroidery techniques on an ensemble.”
And, with this market segment more resilient and not unduly affected by a weakening rupee or broad-based slowdown in the economy, international designers too, are realising the market potential. For instance, France-based Christian Louboutin also recently launched outfits, especially relevant for Indian brides.
Namrata Kohli, a Delhi-based wedding planner, cautioned and said, “Families are being careful in their wedding-related expenditure, but also want to maintain a certain standard at the same time.” Kohli also added that even though retailers broadly don’t vary prices in the wedding-related segment, allied businesses like florists and caterers reduce prices by about 25-30 per cent during the lean summer season.
Apart from clothing, jewellery is also key for any bride, and while maangteeka, earrings and bangles are essential, Vikram Raizada, Executive Director and CEO - Retail, Tara Jewels, highlighted that women are preferring lighter jewellery, as well as diamonds, which can even be worn after the wedding.
Santosh Srivastava, managing director, Gitanjali Jewels also indicated that they will introduce colour stones and pearls with diamonds for brides, along with innovative settings this season. Jewellers also pointed out to brisk sales of couple bands, in white and yellow gold, respectively.
Offers from retailers
Clothing, jewellery and allied wedding retailers are wooing consumers with customisation, style tips, and discounts and allied promotional offers. For instance, Tanishq is offering a 15 per cent discount on its wide range of diamond jewellery, while Gitanjali Jewels is offering a monthly saving scheme - ‘Tamanna’ and consumers can buy jewellery in installments. Sandeep Kulhalli, Vice President - Retail and Marketing, Tanishq, said, “We are keen to help brides buy a diamond of her choice.”
Bridal wear retailers, too, are trying to stay ahead of the competition with KBSH, a high-end women’s clothes retailer, offering bridal consultation and customisation, along with personal styling for bridesmaids and trousseau packaging. They are not alone. Chhabra555 in its upcoming sale will offer a 50 per cent discount on select items, and a reduction of 10 per cent on every order from its fresh stock. Asheeta Chhabra, Head- Business Development, Chhabra555, said, “Word-of-mouth and customer referrals are key marketing tools in this business.” This bridal wear house also utilises direct mailers to reach a larger audience.
In contrast, couture designers have enhanced their reliance on Fashion Weeks to present their latest offerings, along with social media and e-commerce sites to attract the attention of NRI customers. And, Tarun Tahiliani plans to set up an online catalogue for overseas buyers.
Rosy Outlook
Wedding-related retailers are optimistic that their segment will outperform the broader retail sector this year, with Gitanjali Jewels targeting 70 per cent growth this fiscal.
Similarly, Gaurav Kushwaha, CEO and Founder, Bluestone.com, a jeweller, is confident of more than doubling his sales of semi-precious and precious gem stone offerings, and Asheeta Chhabra of Chhabra 555 is optimistic of exceeding sales achieved in the last fiscal.
Clearly, the sacred institution of marriage is a large and booming opportunity for retailers, which appears to be resistant to any slowdown.
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