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ABSTRACT

INDIAN WEDDINGS: CULTURAL CANOPIES?

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This case study is meant to introduce the students/participants to the concept of how culture
influences consumer behavior. Presented through the Indian weddings panorama, this case
study enables appropriate connect between Indian weddings ever-changing cultural relishments
and the critical elements of culture as represented in the pedagogical objectives. Weddings have
evolved from being a pure family-affair to be a social affair. This metamorphosis encompasses
all the makings of a typical melodramatic episode in a Bollywood cinema, one of the best
influencers of Indian modern wedding. Once solemnized by near and dear ones, today is
outsourced to professional wedding planners. Is the Indian wedding business, touted to be at
`2.5 lakh crore, an Indian cultural canopy? How should marketers read the discerning Indian
consumers cultural appetite?

Pedagogical Objectives

To understand the role of the invisible hand of culture in influencing consumer behavior
and discuss the role of three levels of subjective culture (Supranational culture, National
culture and Group culture) in Indian weddings

To discuss and debate as to how culture (enculturation and acculturation) is learned through
rituals, customs and beliefs and examine how the enculturation and acculturation manifests
in Indian weddings

To understand how Indian core values influence Indian consumer behavior and debate on
the same in the light of Indian weddings cultural professionalization

Case Positioning and Setting

IN

This case study can be used in MBA, Executive MBA or Executive Development Programs, for
Consumer Behavior Course:

Consumer Behavior Course : Influence of Culture on Consumer Behavior To sensitize

the participants regarding the cultural metamorphosis and its impact on Indian core values
as well as marketing and consumer behavior

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CB-1-0021 | July 28th 2015

Indian Weddings: Cultural Canopies?

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In 2012, a Syrian Christian, Missy Mathews (Missy) wedding in Kerala, India, was not the typical
Christian wedding. Missy was brought up in Australia and Bollywood was an essential part of her
childhood. For her wedding, Missy had many Punjabi rituals, including a mehendi and sangeet. Even
the food served was North Indian, with items like bhelpuri and chum chum in the menu. Missy also sought
permission from the priest solemnizing her wedding to have mehendi on her hands. The only thing Missy
couldnt manage was convincing the men in her Malayali family to wear pink turbans. In Christian Weddings,
dancing and alcohol are not uncommon at the reception but held as a big party after the church wedding.
However, in the past, the songs one would hear at a Christian wedding reception wouldnt include something
like Mujhse Shaadi Karoge!1 Indian weddings went through a cultural metamorphosis with oriental and
occidental influences. What made a Keralite Christian to take to the ostentation of a Punjabi wedding? Do
consumers always adapt culture related experiences? How does consumers acculturation and enculturation
redefine related businesses prospects?

Indian Marriages The Cultural Metamorphosis

According to Sanatana Dharma way of life marriage stands first amongst the ten very important sanskaras
of Hindu life which have to be sanctified through religious observance.2 In Sanskrit the word Vivaha
(marriage) is a composition of two words Vaha and Vi. Wherein, Vaha means to flow and Vi means
harmoniously together. Therefore, the word Vivaha means to flow together harmoniously. The oath
and bond of dedication that the bride and groom take to each other is mutually agreed that carries them
along for the remainder of their life journey.3 In India, there is no greater event in a family than a wedding.
Indian weddings are more than just a festive occasion, especially when its planned and arranged in a traditional
manner.4 A wedding in India is more a wedding between two families than between two persons.5

Priyanka Maheshwari, The Changing Ideas of Big Fat Indian Wedding, http://www.dnaindia.com/lifestyle/report-the-changing-ideasof-big-fat-indian-wedding-1775223, December 9th 2015 (accessed date: June 23rd 2015)

Dmitr Koval Swarozhich, Sanatana Dharma A Way of Life, http://eng.kangtega.name/index.php/sanatana-dharma/61-6-sanatanadharma-way-of-life-hindu-marriages, 2010-2015 (accessed date: June 29th 2015)

Ram Lingam, INDIAN MARRIAGESAND THEY LIVED HAPPILY EVER AFTER (PART-II), http://www.indiasutra.co.nz/
blog/and-they-lived-happily-ever-after/, May 23rd 2009 (accessed date: July 2nd 2015)

Ram Lingam, INDIAN MARRIAGES ARRANGED LOVE OR LOVINGLY ARRANGED? (PART-I), http://www.indiasutra.co.nz/
blog/indian-marriages-arranged-love-or-lovingly-arranged/, May 10th 2009 (accessed date: June 29th 2015)

IN

Sanatana Dharma A Way of Life, op.cit.

This Case Study was written by Kumar Gambhiraopet and Dr. Nagendra V. Chowdary, ET CASES. It is intended to be used as the basis for classroom
discussion rather than to illustrate either effective or ineffective handling of a management situation. The case study was compiled from published sources.
www.etcases.com

No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the permission
of the copyright owner.

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CB-1-0021 | Indian Weddings: Cultural Canopies?

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The onset of the 21st century brought in several cultural shifts in Indian weddings which were earlier culturally
and religiously embedded. Due to several factors such as globalization, urbanization, technology, education,
impact of Western culture, etc., continual changes are taking place in ideals, forms and values of marriage.6
For instance, a traditional Hindu wedding is a religious sacrament with the performance of certain rituals
like Kanya Dana, Agni Parinayana, Saptapadi, etc., (Annexures I (a) & I (b)). What was once a family affair,
under the new Indian consuming class, marriages pan India (South, Central, East and West) are now being
served with different flavors. For instance, due to Punjabi/Bollywood influence the ceremonies like mehendi
and sangeet have become a requisite part of any wedding. Earlier the wedding venue would be the brides
home and parents/elders used to ensure an enjoyable event, while in present times weddings are managed by
sophisticated wedding planners and the venue witnessed a change from brides home to destination weddings.

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Earlier life-partner selection was the prerogative of the parents or the guardians, (they used to visit a matchmaker
or post a classified advertisement (Exhibit I)). Now, individual choices are the order of the day. The surge in
matrimonial websites stands as a testimony to this. While divorce and second marriage were a taboo earlier,
today there are exclusive matrimonial sites for divorcees (SecondShaadi.com). Arya Samaj Movement has
promoted inter-caste marriages.7 Inter-caste marriages, hitherto considered unthinkable, are now not only
permitted but also encouraged.8 On the other hand, due to registered marriages and live in relationships,
rites and rituals have diminished to a considerable extent.9

IN

Exhibit I: Matrimonial Classified Advertisements

Source: Namita Handa, In Pictures: Fair is OK in Matrimonial Ads but not Gay, http://www.thequint.com/Life/in-pictures-fair-is-ok-in-matrimonial-adsbut-not-gay, May 22nd 2015

Puja Mondal, Changes in the Marriage System of Hindus in Modern India Essay, http://www.yourarticlelibrary.com/marriage/
changes-in-the-marriage-system-of-hindus-in-modern-india-essay/4376/, 2015 (accessed date: June 29th 2015)

Ibid.

Ibid.

Ibid.

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Indian Weddings: Cultural Canopies? | CB-1-0021

Indian Weddings: Cultural Influencers

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With many cultural influences over a period of time the Indian weddings are witnessing immense changes.
A Malayali wedding is a case in point. The mehendi ceremony (Exhibit II) which takes place just before the
wedding was not a familiar one in Kerala until recently.10 Now Malayalis have taken the festivities to the
next level by adding not only choreographed dance sequences but also skits based on themes as part of the
celebration.11 Initially, the relatives were a little skeptical about having a dance function before the marriage,12
observed Missy and says, But once the function started everyone enjoyed every bit of it. It proved to be a
great ice-breaker and allowed my fianc, who didnt know her family very well, to meet his newly-acquired
relatives in a relaxed setting. We understand people better when we sing and dance together.13

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Exhibit II: The Mehendi Ceremony Bollywood Connotation Band, Baaja, Baaraat

Source: http://www.santabanta.com/photos/band-baaja-baaraat/13080025.htm

In India, marriage has always been an ostentatious affair the mood is upbeat where each one tries to
outshine the other with inputs borrowed invariably from reel weddings (Exhibit III). The grandeur and
opulence seen on celluloid is also replicated to a large extent by the elite and the nouveau rich sections as
well.14

IN

Several Indian communities from all the 29 States and 7 UTs have adopted certain rituals like sangeet and
mehendi which are slowly becoming an integral feature of Indian weddings. The DDLJ (Dilwale Dulhaniya
Le Jayenge) and HAHK (Hum Aapke Hain Koun?) along with Monsoon Wedding and Bend it like Beckham
`celebrations now seem to have taken over the Indian weddings.15
10

Manu Vipin, Bollywood influences Kerala weddings, http://timesofindia.indiatimes.com/life-style/relationships/man-woman/Bollywoodinfluences-Kerala-weddings/articleshow/12836991.cms, April 24th 2012 (accessed date: June 23rd 2015)

11

Ibid.

12

The changing ideas of big fat Indian wedding, op.cit.

13

Ibid.

14

Sangeet comes down, http://www.thehindu.com/thehindu/mp/2003/07/09/stories/2003070900420100.htm, July 9th 2003 (accessed

date: June 24th 2015)

15

Ibid.
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CB-1-0021 | Indian Weddings: Cultural Canopies?

Sharing his view on the Bollywood influence on weddings in India, Mumbai-based playwright Bharat
Dabolkar says, Even a Maharashtrian or a Kerala wedding now has five functions, with choreographed
dances included. Everybody wants a five-day affair, Bollywood style.16

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In India, apart from fashion the only other thing that Bollywood has often influenced is weddings. Sentimental,
dramatic and larger than life is the DNA shared equally by both Bollywood and Indian marriages. Bollywood
had held aloft its flag across the globe that, young Indians are now familiar with terms like mehendi, sangeet,
karva chauth, roka, mangni and the works associated with them.17
Exhibit III: Bollywood Movies That Redefined Indian Weddings
Name of the Movie

Year of Release

Elements of Impact

Waqt

1965

For starters it brings back the nostalgia of a bygone era and though it was definitely not set in
the backdrop of a wedding, this movie gave us the eternal Aye meri zohra zabin, the song
which inevitably makes it to every Sangeet night. The shiest of the elderly shake a leg in
Sangeet nights with just the right amount of coaxing to go with the beats of this timeless
musical number.

Hum Aapke Hain Kaun?

1994

This Madhuri Dixit-Salman Khan starrer was nothing less than a wedding epic. Madhuris
backless choli, green lehenga and Salmans three piece wedding suit became the recurrent
theme of every to-be weds wardrobe. It was rumoured during the movies never ending run
that more girls watched it with their tailors than boyfriends.

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Hum Aapke Hain Koun?, celebrated the spirit of a Indian wedding in all its glory. From family
antakshari to the flirtatious joote do paise lo, this Suraj Barjatya flick set trends in almost every
aspect of weddings. It was after all, a heady cocktail of ritual and banter. Now isnt it that
exactly what Indian weddings are all about?

Dilwale Dulhania Le Jayenge (DDLJ)

1995

Clichd, as it may sound, this list can never be complete without the mention of this SRK-Kajol
blockbuster. Set in the backdrop of a very rustic and equally romantic sarson ka khet set-up,
DDLJ explored the nuances of a typical NRI-Punjabi wedding. Even now, more than a decade
later, couples still go all dreamy-eyed at the thought of being shot in those green yellow
mustard fields.

Jodha Akbar

2008

Why mention Jodha Akbar which was more of a period film, one may wonder? That is until you
ask a jeweller what kind of demand this film sparked for Kundan neckpieces and jadau
jewellery. And not just for women, Hrithik inspired classy yet minimal jewellery for men had
its takers too.
Imitating a breath-taking Aishwarya Rai, who depicted the Rajputana valor in her gorgeous
Red and Green lehenga, many brides walked down the aisle and said I do in exact same
replicas, that year.

Band Baaja Baaraat

2010

Enter the wedding planner Shruti Kakkar from Band Baaja Baaraat. Let us fast forward to the
era where weddings became bigger than ever, almost like a corporate affair theme weddings,
destination weddings, globe-trotting and discerning Indians.

Source: 5 Movies that changed the Indian Wedding Scenario, https://in.lifestyle.yahoo.com/5-movies-changed-indian-wedding-scenario-022537802.html

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Nearly, 30,000 couples get married in India every day!18 Some of them get married to foreigners (Exhibit
IV). Ragin Patel, a professional who is married to a foreigner (Jane) who lives in London says, My wife
would not think twice to take up a project overseas. But had I been married to an Indian girl, she would be
expected to cook and I would be under pressure to earn money. Morality issues being low in the west is a
myth.19 While Indian festivities, rituals and customs had been the pulling factor for foreigners to say I do
here, the prosperity of middleclass and their yearning for celebrations with a difference making them to
16

Blame It On Bollywood, http://indianexpress.com/article/cities/delhi/blame-it-on-bollywood/, March 9th 2014 (accessed date: June

23rd 2015)

17

Urmimala Banerjee, How Bollywood has influenced marriages in more ways than one, http://www.mid-day.com/articles/how-bollywoodhas-influenced-marriages-in-more-ways-than-one/15857153, December 21st 2014 (accessed date: June 23rd 2015)

18

Making a dent in the $25.5 billion Indian wedding industry- myShaadi.in, http://yourstory.com/2013/01/making-a-dent-in-the-255-billion-indian-wedding-industry-myshaadi/, January 17th 2013 (accessed date: June 23rd 2015)

19

Tanvi Trivedi, Foreigner bahu not uncool!, http://timesofindia.indiatimes.com/life-style/relationships/man-woman/Foreigner-bahunot-uncool/articleshow/10125385.cms, May 19th 2012 (accessed date: July 12th 2015)
4

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Indian Weddings: Cultural Canopies? | CB-1-0021

spend more on weddings creating an industry estimated to be worth $40 billion (around `2.5 lakh crore).
This surge in spends on wedding vows had also created an ecosystem of an ensemble of allied services like
beauty, fitness and photography.20

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Exhibit IV: Cross-Cultural Weddings in India

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Source: Foreign brides living and loving in India, http://www.hindustantimes.com/kaleidoscope/foreign-brides-living-and-loving-in-india/article1-1051465.aspx,

April 28th 2013

According to Alex Kuruvilla, President of Cond NastIndia21, the average Indian spends a staggering onefifth of the wealth accumulated in his lifetime on a son or daughters wedding, second only to the investment
made in the family home.22 Outlining the rise in weddings and its allied business in India, Tata Institute of
Social Sciences Associate Professor and Centre for Human Ecology, Chairperson, Sujata Sriram said: Today,
marriage is increasingly driven by a desire for companionship and emotional support. Grooming is also
catching on in India, as men are becoming increasingly metrosexual. There is a higher willingness to spend
on looking good and this is evident with the rise of male aesthetics in India which can also be seen across
film, literature and entertainment,23 as shown in aesthetics (Exhibit V).
Exhibit V: Item-wise Expenses in Indian weddings

Sl. No.
1
2
3
4
5

Item

Bridal designer saree/lehenga cost

Designer shervani cost

Amount (in `))

10,000 - 50,000
15,000 - 40,000

Wedding invite cost

500 - 1500 per card

Bridal make up cost

5000 - 50,000

Bridal Mehendi cost

1000 - 5000

IN

Source: Sahiba Sachdev, "The Flourishing Indian Wedding Industry", http://www.indianretailer.com/article/whats-hot/trends/The-Flourishing-Indian-WeddingIndustry.a247/

20

Rashmi Pratap, The changing face of the wedding business, http://www.thehindubusinessline.com/industry-and-economy/the-changingface-of-the-wedding-business/article5541899.ece, January 5th 2014 (accessed date: June 23rd 2015)

21

Cond Nast was the first international publishing company to enter the Indian market with 100% ownership, publishing its first
magazine, Vogue India, in 2007. Since then, under Alex Kuruvillas leadership, Cond Nast India has made substantial investments,
setting a benchmark for the industry and establishing itself as the only multimedia company dedicated to reaching the affluent Indian.

22

Imran Amed, Inside Indias Big Fat $38 Billion Wedding Market, Part 1", http://www.businessoffashion.com/articles/global-currents/
inside-indias-big-fat-38-billion-wedding-market-part-1-rohit-bal-sabyasachi-mukherjee-alex-kuruvilla-vijay-singh-india-bridal-fashionweek, August 7th 2013 (accessed date: June 24th 2015)

23

Indians swear by arranged marriages, http://www.deccanherald.com/content/316016/indians-swear-arranged-marriages.html, March

2nd 2013 (accessed date: June 23rd 2015)

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CB-1-0021 | Indian Weddings: Cultural Canopies?

Sharing the same outlook regarding the paradigm shift in Indian weddings from conventional to pomp and
show, Gunjan Bansal, CEO, LAmore Weddings (one of the earliest wedding planners in India) says, While
weddings were a simpler affair about two decades back, economic liberalization and the rise of the middle
class have prompted a change in attitudes. In India, people are spending a lot of money on weddings.
Gradually, the trend of hiring a planner is growing.24

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Explaining the mix-and-match wedding that is the new norm, Sociologist, Madhuri Raijada (Raijada) said,
People no longer live in their hometowns, they work in offices where they share their space with people
from multiple cultures. So they adapt what they like.25 While appreciating the fun aspect of these weddings,
Raijada also voices concern. Imitating food and functions is just superficial. People have these functions
because its fun, but theres also consumerism involved,26 argued Raijada and said, These extravagant
ceremonies borrowed from Bollywood often make a statement about personal wealth and social status.27

Indian Weddings: Culturally Professionalized?

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Lakshmi Rammohan, Founder Dreamweaver Weddings (a wedding planning agency) had been planning
and executing weddings for middle-and upper middle-class families, with a budget range from `7 lakh to
`1crore.28 Her remuneration is `20,000 (non-refundable) for initial estimates, and the rest is less than 15%
of the wedding budget. It is heartening that even people who spend `7 lakh on a wedding want a planner,29
she opines and says, Hiring professional planners, then, is no longer the preserve of industrialists and stock
market hotshots.30 Vandana Mohan, Founder of Delhi-based The Wedding Design Company opines that
getting married out of the home towns (to destination weddings) had become a trend and took the fancy of
not only metro-savvy families but also the illustrious and nouveau riche families in Tier-II and Tier-III cities
such as Mysore in Karnataka to Moradabad in Uttar Pradesh.31
Abhishek Jain, Founder of MyShaadi.in, says, One thing thats different now is that the couple is involved
in the decision-making, which was not happening earlier. They have to decide who is the right jeweller, the
right invitation card designer and even things like where to go for the honeymoon. This information they
look for online - thats where we get in and advise them on everything.32
Zara Chowdary, Producer at The Wedding Filmer (a Mumbai-based company that specializes in filming
weddings) with a sizeable experience in wedding photography observed cultural ambience across India during
the weddings on close quarters. She opined that, over the years, we have observed that with social media
and rising number of globetrotters, orthodox traditions are slowly evolving, if not necessarily changing.
These changes can be sensed throughout a wedding, whether it is the attire or the venue dcor.33
The changing face of the wedding business, op.cit.

25

Ibid.

26

Ibid.

27

Ibid.

28

Anumeha Chaturvedi, Band, Baaja, Business, http://businesstoday.intoday.in/story/indian-wedding-business/1/21744.html, February

12th 2012 (accessed date: June 24th 2015)

29

Ibid.

30

Ibid.

31

Maleeka Kashyap, The allure of the lavish wedding, http://businesstoday.intoday.in/story/indian-wedding-market-mysore-karnatakajasleen-kochhar/1/210074.html, September 8th 2014 (accessed date: June 23rd 2015)

32

Shilpa Kannan, How technology is changing Indian weddings, http://www.bbc.com/news/world-asia-24727035, October 31st 2013
(accessed date: June 25th 2015)

33

Zara Chowdary, 5 Rising Trends In Indian Weddings Every Soon-To-Be-Married Should Know, http://www.bollywoodshaadis.com/
articles/5-rising-trends-in-indian-weddings-every-soon-to-be-married-should-know-2588 (accessed date: June 25th 2015)

IN

24

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The Taj Wedding Barometer Survey findings states that there is a sizeable change in the number of love
marriages, but on a slow pace (the increase is over 25 years). Though, finding a marriage partner is still the
parents domain, they are competent enough to make the wedding on their own.34 The survey, conducted
by IPSOS, in which 1,000 young people aged 18-35 in 10 major cities (Mumbai, New Delhi, Bangalore,
Kanpur, Ahmedabad, Hyderabad, Nagpur, Ludhiana, Chennai and Surat) were interviewed, which throws
up some interesting findings (Exhibit VI) which makes one re-think the preconceived notions of the young
modern Indian.35
Exhibit VI: The TTaj
aj W
edding Barometer Survey (2013)
Wedding
In FFamily
amily W
e TTrust
rust
We

Be Mine

Overall, both men and women prefer proposals in private

One-third Indians from the West prefer a straight-forward proposal, without shenanigans or brouhaha
21% respondents in the South, both male and female believe that women should initiate the proposal, as opposed to the
national average of 10% who feel men should be the first initiators
Nearly, twice as many men believe that women should take the marriage proposal initiative. 13% male vis--vis 8% female

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Indians are still conservative in their attitude towards finding the right match with 3/4th still keen on arranged marriages.
Of these, 82% are women who prefer parents and family deciding their future mate. At 68%, men are turning even more
independent with every passing generation
Arranged marriages rule in the North with 82% respondents preferring an arranged marriage compared to the national
average of 74%
Irrespective of gender, social standing or region, close to three quarter respondents trust their extended family to manage
the entire wedding

Lord & Lady of the Rings

Ring ceremony is the most preferred pre-wedding function favored by respondents (97%)
Sangeet ceremony is its closest competitor at 81% followed by religious functions at 71%

The Overseas Effect

Indians have adopted styles that were predominately followed abroad such as Bachelor and Cocktail parties
Bachelors party preferred venue: Resort away from home (34%) followed by 5/7 Star hotels (30%) and farmhouses (13%)
Cocktail party preferred venue: 5/7 Star hotels (40%) followed by a resort away from home (33%) and a farmhouse

The Look

Grooming has become an integral part of any bride and grooms pre-nuptial preparation, but is significantly more important
to women than men at 47%
At 46%, facial is the most important service in a grooming package followed by spa and beauty treatments at 23%.
Furthermore, it is significantly more important to people in the South (50%) and North (46%) than people in the West (31%)
Facial (54%), make-up (21%), mehendi (21%) and hair styling (20%) are more popular with women than men
Respondents in the South are more likely to have their hair styled while people in North prefer spa and beauty treatments.
Respondents living in the West are more likely to opt for bleaching services

Dress Maketh
The Man/Woman

At 73%, 65% and 48%, wedding attire, wedding day and cuisine respectively are three most important aspects of a
wedding
77% females consider their wedding attire as the most important aspect of a wedding as compared to 69% men

Gastronomical delights

South Indian and Chinese are the most preferred cuisines at weddings standing at 56%, followed by North Indian
Majority would serve 5-15 dishes to guests at their wedding

Come One, Come All

500 is the magic number. The ideal wedding guest list is between 251-500 people
Males and respondents from the South prefer larger weddings with more than 1,000 guests compared to women and
respondents from the rest of India
Females, regular people and respondents from the North and West prefer a small wedding with a guest list comprising of
101-250 people

IN

Romance is Not Dead

80% respondents prefer honeymoons at conventional romantic destinations and within a week of their wedding
Goa remains the classic honeymoon destination closely followed by Ooty and Srinagar
Men go European while women vote for the American dream: 46% men would prefer Europe as a destination for a
honeymoon abroad, whereas 36% women would prefer the US
All-in-one for women; 25 per cent women prefer buying a combined wedding ceremony and honeymoon package from a
5/7 star hotel

Source: The TAJ Wedding Barometer, http://www.theindianbeauty.com/2013/03/the-taj-wedding-barometer.html, March 3rd 2013

34

Nilofer DSouza, The bigger, fatter Indian wedding, http://forbesindia.com/blog/life/the-bigger-fatter-indian-wedding/, March 9th
2013 (accessed date: June 24th 2015)

35

Indians swear by arranged marriages, op.cit.

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Experts opine that there is a sizeable influence of technology on the entire value chain of Indian weddings.
Hitting the online websites for match making, wedding planners, caterers, decorators, confectioners, jewelers,
bridal wear, etc., witnessed a surge. Parents visiting local matchmakers (who used to carry the resumes of
prospective brides and grooms door to door) to seek a match for their sons and daughters, was in vogue
earlier. Today, due to several factors like globalization, urbanization, families are shifting to cities leaving
behind the village-based kinship networks, as a result, highly educated men and women are finding difficult
to get matches of their stature. Under these limitations, families have sought larger networks, mostly through
matchmaking sites.36 About one out of every eight Internet users in India is signed up on one of the countrys
so-called matrimonial websites.37Shaadi.com is one of Indias three most popular marriage sites, along
with Jeevansathi.com and BharatMatrimony.com.38 There are portals which offer match making services
exclusively for VIPs (Exhibit VII (a)) and elite strata of the society (Exhibit VII (b)). Joining the list, Second
Shaadi, offers a repository of matches for people who are divorced, or widowers for a second marriage.39

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Exhibit VII (a): VIP SHAADI Online Matchmaking Website for VIPs

Source: Newspaper Advertisement, The Economic Times, July 10th 2015, page 1

IN

Chhabra 555, a prominent women wear store claims that a substantial amount of its bridal sales come from
online customers. Heena Malhotra the designer at the company says, Brides dont mind buying their wedding
ensemble online. Traditionally, people wanted to look and feel the fabric and texture before buying an
36

Gardiner Harris, Websites in India Put a Bit of Choice Into Arranged Marriages, http://www.nytimes.com/2015/04/26/world/asia/
india-arranged-marriages-matrimonial-websites.html, April 24th 2015 (accessed date: June 30th 2015)

37

Elizabeth Nolan Brown, Indias Matchmaking Sites Turn Online Dating Into Arranged Marriage Lite, http://www.bustle.com/
articles/10141-indias-matchmaking-sites-turn-online-dating-into-arranged-marriage-lite, June 12th 2013 (accessed date: June 30th 2015)

38

Ibid.

39

Rohan Swamy, Beyond the norm: Matrimony sites that focus on small groups reap big benefits, http://gadgets.ndtv.com/internet/
features/beyond-the-norm-matrimony-sites-that-focus-on-small-groups-reap-big-benefits-500579, March 27th 2014 (accessed date:
June 30th 2015)

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Indian Weddings: Cultural Canopies? | CB-1-0021

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Exhibit VII (b): Elite Matrimony Online Matchmaking Website for Elite Classes

Source: Isabel, "Bizarre Indian ads", http://www.indiaoutsidemywindow.com/2012/11/bizarre-indian-ads.html, November 16th 2012

expensive saree or lehenga (long skirt). But now they are more open to online shopping.40 Several innovations
are spanning wedding planners landscape. They now feature real weddings to connect would-be couples
with sellers (Bridal Wear, Wedding Photography, Floral Decorators, and Confectionary Vendors, etc.) Pushing
this envelope are interactive websites like Wedmegood.com and ShadiSaga.com, which enables the newly
married couples post their marriage photographs in a story format. The advantage of this interactive feature
is that the posts are tagged with various vendors whose services were used for those respective weddings
photographers, caterers, make-up artists, decorators, venue choreographers, etc. As the detailed portfolios
are featured on the websites, people who are visiting these websites can get the entire information of these
vendors like charges, services and past work.41

IN

In order to streamline the processes, San Francisco-based software development company Veristrat launched
Shaadi-e-Khas, a wedding management software exclusively for India, in April 2011. Giving a shot in the
arm for wedding planners and retail customers, this software facilitates RSVPs, guests travel dates, accounts,
hotel reservations, providing directions to the venue, and uploading wedding pictures and videos on a single
platform.42 Unlike an Excel sheet, Shaadi-e-Khas makes your work about 80% more efficient by sending
you automated reminders for every task,43 says CEO Bharat Kanodia. Coupled to this, the online software
comes with an embedded list of 800 pre-screened vendors, including florists, mehendi artists, and
videographers.

40

How technology is changing Indian weddings, op.cit.

41

Surabhi Agarwal, Plan to get married? Browse through real weddings for help, http://www.business-standard.com/article/companies/
plan-to-get-married-browse-through-real-weddings-for-help-115061600009_1.html, June 16th 2015 (accessed date: June 25th 2015)

42

Band, Baaja, Business, op.cit.

43

Ibid.

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CB-1-0021 | Indian Weddings: Cultural Canopies?

Consumers Cultural Musings

Assignment Questions

CO
P

With 1 billion population, more than 1600 languages and 9 religions, India is unity in diversity. Do modern
marriage ceremonies reflect this? For Indian consumers from across 29 States and 7 Union Territories,
wedding practices over the decades became more inclusive. Given the importance of a wedding ceremony in
an Indian family and expected adherence to cultural norms, industry veterans and seasoned marketers wonder
as to why the impact of culture is deep-rooted in Indian Weddings and if marketing can influence a set of
cultural practices.

What do you understand by cultural metamorphosis? How would you distinguish the paradigm shift
in the cultural ethos of Indian weddings? From the case facts, can you establish the invisible hand of
culture in the light of three levels of subculture (Supranational, National and Group)?

II.

How is culture shared and learned? What are the three distinct forms of cultural learning? How language
and symbols, rituals, cultural customs and beliefs are shared with respect to weddings in India? How do
you think the influential factors (Bollywood and Mass media) highlighted in the case study impact the
cultural learnings?

SP
EC
TIO
N

I.

III. According to you what are the changes you have witnessed across the value chain of Indian weddings
with respect to Indian core values? What are the contributing factors to this shift? What is the implication
of this on the consumer behavior?

Mandatory Reading

Leon G. Schiffman, et al., "Influence of Culture on Consumer Behavior", Consumer Behavior,

10th Edition - Pearson Publications, 2010 - To understand the cultural shifts and its impact on consumer
behavior in the light of Indian weddings

IN

10

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Indian Weddings: Cultural Canopies? | CB-1-0021

Annexure I (a): TTraditional

raditional Ceremonies of a Hindu W
edding
Wedding
Description

Vara Satkaarah

Welcoming of the bridegrooms party by the brides family

Achamana and
Angasparsha

Achaman (sipping a small amount of water) is purificatory and conducive to peaceful attitude of mind. Angasparsha
(touching ones limbs with ones right hand middle two fingers with a little water) is intended to pray for physical strength
and alertness

Madhuparka ceremony

Madhuparka is drink (honey, curd and ghee or clarified butter) offered to the bridegroom by the brides parents to
symbolize sweetness and joy

Kanya Daan:

This is probably the most important and most symbolic part of a wedding ceremony. Kanya means daughter and Daan
means giving away, hence in this part of the wedding ceremony the brides parents give her away by entrusting her to the
bridegroom

Vivah-homa

All solemn rites and ceremonies commence with the performance of Homa (sacred fire ceremony or Havan yajna) among
the followers of Vedic religion. The idea is to begin all auspicious undertakings in an atmosphere of purity and spirituality.
This atmosphere is created by the burning of fragrant herbs and ghee and by the recitation of suitable Mantras

Pani-Grahanam

This is the acceptance of the bride by the bridegroom as his wife. The bridegroom raises the brides hand with his left hand,
clasps it and promises to protect her and their progeny, follow in the path of virtue with her and overcome all obstacles so
that they may live a life of happiness and attain their spiritual goals together

Pratigna-karanam

At this stage the couple walk around the fire and take solemn vows of loyalty, steadfast love and life-long fidelity to each
other

Shilarohanam

Shila means stone. Arohan means ascending or stepping upon. The mother of the bride assists her to step onto a stone
and counsels her to prepare herself for a new life. A married couple are likely to encounter ups and downs, joys and
sorrows, sickness and health. In spite of difficulties facing them they are enjoined to remain steadfast and true to each
other

Laja Homa

During this stage of the ceremony, oblations are offered to the sacred fire. The brother of the bride puts fried rice into her
hands, half of which slips into the bridegrooms hands under hers, which then slips into the fire. This is done three times
over whilst the bride prays to Yama, the God of death, for the long life, happiness and prosperity of her new husband

Agni-Parikrama/Mangal
Fera/Pradakshina

This stage is one of the most auspicious parts of the ceremony and consists of the couple walking around the fire clockwise
four times. It is believed that the moon protects the bride for the first seven years of her life followed by the sun in the next
seven years of her life after which agni (fire) acts as her custodian. Hence appropriate respect is given to agni by carrying
out this custom of walking around the fire

Saptapadi

The ends of the bridegrooms scarf and upper garment of the bride are tied together by the priest, signifying the marriage
knot. Uncooked grains of rice are placed in a line at equal distance at seven places. The bride and the groom take seven
steps together as the priest recites mantras each step signifies a different aspect of marriage that they hope to uphold
together with the final goal of being true companions and remaining life-long partners through wedlock

Saubhagya-chinha

The bridegroom blesses his bride by putting sindhur (vermillion powder) at the parting of her hair on her forehead and by
giving her a mangalsutra (sacred necklace)

Abhishekh, Surya
Darshan & Dhruva
Dhyaanam Darshanam va

The priest sprinkles water on the bride and groom after which they both meditate on the sun to give them power to lead
a creative, useful and meaningful life. Finally they both meditate on the pole star and the Arundhati star (Dhruva Dhyaanam
Darshanam va). The Pole Star is stationary and fixed in its position; likewise the couple is expected to be steadfast and firm
in fulfilling their vows and responsibilities.

Anna Prashanam

In the last symbolic rite the couple makes offerings of food into the sacred fire with chanting of Vedic Havan Mantras.
Having done this, the couple feed a morsel of food to each other symbolic of mutual love and affection

Aashirvaadah

This is the final stage where there is benediction by the elders. Firstly the priest blesses the newlywed couple, after which
other elders do the same

SP
EC
TIO
N

CO
P

Ceremonies

IN

Source: Shivani Mehta, The Hindu Marriage Vivaha Sanskara, http://www.nhsf.org.uk/2006/06/the-hindu-marriage-a-vivaha-sanskara/, December 15th
2014

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11

CB-1-0021 | Indian Weddings: Cultural Canopies?

Annexure I (b): Eight TTypes

ypes of W
eddings Described in Manusmriti
Weddings
Father or guardian gave away his daughter "decked with costly garments and jewels" to a carefully chosen bridegroom well-versed in the
Vedas and endowed with noble qualities. The bride's father also honored the bridegroom by offering him a traditional drink made of
honey

Daiva

The daughter, "duly decked with ornaments," was given in gratitude to a priest for performing some important worship ritual

Arsha

The bride's father received a gift of a milk cow and a breeding bull from the bridegroom. This gift, permitted by the sacred law books,
was a token of respect-not a dowry. In ancient times dairy cattle were the main wealth of the Hindus, hence such a gift

Prajapatya

The bride's father gave his daughter away to the bridegroom with this traditional blessing: "May both of you perform your duties together."
The bridegroom was also honored by being given a traditional honeyed drink

Brahmana

The bridegroom and bride married secretly without the knowledge of their parents or guardians

The bridegroom voluntarily gave as much wealth as he could afford to the bride and her relatives, and then received the bride as his wife.
Such gifts were not in accordance with the injunctions of the sacred law. The lawgiver Manu did not approve of this because it was like
buying the bride by paying money

Rakshasa

The girl was forcibly taken away from her family and then persuaded to marry

Paishacha

A person married a girl whom he had seduced while she was asleep, intoxicated or insane

CO
P

Gandharva
Asura

IN

SP
EC
TIO
N

Source: Dmitr Koval Swarozhich, Sanatana Dharma A Way of Life, http://eng.kangtega.name/index.php/sanatana-dharma/61-6-sanatana-dharma-wayof-life-hindu-marriages, 2010-2015

12

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Synopsis

CO
P

Indian Weddings: Cultural Canopies?

CB-1-0021A | July 28th 2015

TEACHING NOTE

SP
EC
TIO
N

The premise of this case study is to enable a discussion on the framework of Indian cultural ethos and
their changing dynamics and the impact of the same on consumer behavior, in the backdrop of Indian
weddings. The discussion highlights how culture is learned and shared through three distinct forms of
cultural learning? How culture is being professionalized and what is the role of language and symbols,
rituals, cultural customs and beliefs in redefining the same? How the influential factors like Technology,
Bollywood and Mass media impact the entire value chain of Indian weddings? With these insights,
the case study argues that had these transformations fostered the desired change in Indian core values?
If yes, what are the implications of these cultural shifts on the fronts of marketing and consumer
behavior?

Prerequisite Conceptual Understanding (PCU)/Before the Classroom Discussion

The students/participants should be encouraged to read the following mandatory reading bereft of
which a meaningful discussion and adequate analysis of this case study would not be possible:

Leon G. Schiffman, et al., Influence of Culture on Consumer Behavior, Consumer Behavior,

10th Edition, Pearson Publications, 2010 To examine the dynamics of culture and its impact
on consumer behavior in the light of Indian weddings

Case Positioning and Setting

This case study can be used in MBA, Executive MBA or Executive Development Programs, for
Consumer Behavior Course:

Consumer Behavior Course : Influence of Culture on Consumer Behavior To sensitize the

participants regarding the cultural metamorphosis and its impact on Indian core values as well as
marketing and consumer behavior

IN

This Teaching Note was prepared by Kumar Gambhiraopet and Dr. Nagendra V. Chowdary, ET CASES after classroom adaptation. It is only
an illustrative orchestration of the case study Indian Weddings: Cultural Canopies?. It is never meant to limit the learning outcomes, nor does
it suggest in any way being the best possible outcome or decision approach.
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No part of this publication may be copied, stored, transmitted, reproduced or distributed in any form or medium whatsoever without the
permission of the copyright owner.

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CB-1-0021A | Indian Weddings: Cultural Canopies?

Assignment Questions
What do you understand by cultural metamorphosis? How would you distinguish the paradigm
shift in the cultural ethos of Indian weddings? From the case facts, can you establish the invisible
hand of culture in the light of three levels of subculture (Supranational, National and Group)?

II.

How is culture shared and learned? What are the three distinct forms of cultural learning? How
language and symbols, rituals, cultural customs and beliefs are shared with respect to weddings in
India? How do you think the influential factors (Bollywood and Mass media) highlighted in the
case study impact the cultural learning?

CO
P

I.

III. According to you what are the changes you have witnessed across the value chain of Indian
weddings with respect to Indian core values? What are the contributing factors to this shift?
What is the implication of this on the consumer behavior?

Preamble

IN

SP
EC
TIO
N

This case study sensitizes the participants regarding the role of culture in influencing consumer behavior.
Very wide in scope, culture encompasses, beliefs, rituals, values etc. that get reflected in the way
consumers conduct themselves and also what and how they consume. Given the importance and
subtleties involved in understanding the cultural nuances of consumer behavior, this case study navigates
the participants through the central issues of culture and consumer behavior. Accordingly, the classroom
orchestration was carried out the following way [Exhibit (TN)- I]:

Teaching Note

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Indian Weddings: Cultural Canopies? | CB-1-0021A

Exhibit (TN)-I: Classroom Orchestration

I I . How is Culture
Learned?

I I I . Indian Core
Values and
Consumer
Behavior

Relevant
Section of
the Case
Study

Indian Weddings The

'Cultural' Metamorphosis

Indian Weddings:
'Cultural' Influencers

Indian Weddings:
'Culturally'
Professionalized?

Anchor
Point
Discussion

The impact of three subjective

cultures on Indian weddings
and how the 'cultural' context of
Indian weddings has changed
over the decades

Role of Bollywood reel

weddings in influencing
the Indian cultural ethos

How weddings are being

professionalized and the
impact of technology on
Indian culture and core
values

Discussion
Points

What are the basic differences

between the way marriages
were performed prior to the
year 2000 and after 2000

Bollywood and Massmedia's connotation of

Indian weddings and its
influence on cultural
learning on all fronts
(formal, informal &
technical)

Outsourcing the Indian

weddings to professionals
and its effect

Invisible Hand of
Culture and the Role of
Three Subjective
Cultures

How language and

symbols, rituals, cultural
customs and beliefs are
shared in the light of
weddings?

How technology, social

media and globalization
is changing the entire
value chain of weddings
in India?

SP
EC
TIO
N

How the consumers' behavior is

molded, when they are exposed
to different types of weddings
across the geographical
locations?

What are palpable changes

occurred in Indian weddings at
different perceived or subjective
levels:
a) Supranational
b) National level
c) Group Level

Wrapping
Up/
Debriefing

I.

CO
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Analysis
Segment

Would these 'trends' be

embraced by generations
to come? If so, how would
this define the cultural
leanings?

Learning
outcomes
from the
discussion

What is its impact of

these changes on Indian
core values and the
changing cultural trends
in Indian Urban Markets?

Expected
Learning
Outcomes

The participants/students
should be aware of the
centrality of the marriage in
Indian culture and how the three
levels of subjective culture
influenced the Indian wedding

At the end of this section

the participants/students
should have an
understanding of the
ways and means of
cultural learnings enculturation and
acculturation

At the end of this section,

the participants/students
should be able to
understand the traction of
professionalization and
technology on the Indian
values and change in
consumer behavior

Duration

15 minutes

20 minutes

20 minutes

5 minutes

Prepared by the authors

I.

Invisible Hand of Culture and the Role of Three Subjective Cultures

IN

The purpose of the first section is to sensitize the students/participants about Invisible Hand of Culture
through Indian weddings. The invisibility was discussed through the influence of three subjective
cultures Supranational, National and Group
Before the students/participants analyze how three subjective cultures influence consumer behavior,
an attempt was made to understand the differences between various ceremonised activities related to
marriage before 2000 and after 2000. The purpose was to let the participants/students see through the
basic differences between the way marriages were performed in the old days during early 1950s through
90s and 2015

The analysis of this segment is captured in Exhibit (TN)-II

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Teaching Note

Source: Classroom Analysis

IN

SP
EC
TIO
N

Simple, Traditional Menu Variety

Exhibit (TN)-II: Indian Weddings The Cultural Metamorphosis (Pre & Post-2000)

CO
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CB-1-0021A | Indian Weddings: Cultural Canopies?

Later, the discussion was focused on the efficacy of the Marriage as an institution in Indian
culture

The efficacy was discussed with reference to the Sanatana Dharma way of life that marriage
stands first amongst the ten very important sanskaras of Hindu life which have to be sanctified
through religious observance (Annexure I (a) & Annexure I (b) of the case study)
4

Teaching Note

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Indian Weddings: Cultural Canopies? | CB-1-0021A

The discussion was carried forward outlining the meaning of Vivaha (Vi harmoniously together,
Vaha to flow) as depicted in Sanskrit (page 1, para 2 of the case study)

Thereafter, the discussion was focused on how the cultural context of Indian weddings had
changed over the decades

The discussion outlined the palpable changes that had occurred in Indian weddings (across the
marriage value chain and geographical locations) at different perceived or subjective levels.
Exhibit (TN)- III captures the crux of the discussion

CO
P

Exhibit (TN)-III: Indian W

eddings TTransformation
ransformation on Three Levels of Subjective Culture
Weddings
Subjective

Culture

Tr a d i t i o n a l

Divorce and second marriages considered a taboo earlier (page

2, para 2 of the case study)
Inter-caste marriages,
Intercontinental marriages
hitherto considered
unthinkable (page 2, para 2 of
the case study)

Bachelor and Cocktail parties (Exhibit VI of

the case study)

Bachelors party & Cocktail party preferred

venue: Resorts, 5/7 Star hotels, and
farmhouses (Exhibit VI of the case study)

Grooming Spa and Beauty Salons (Exhibit VI

of the case study)

SP
EC
TIO
N

Level 1: Supranational
Subjective cultural differences
that cross national boundaries
or can be seen to be present in
more than one country

Modern

Level 2: National Shared

cultural characters (national
character or identity) that
uniquely or specifically define
the citizens of particular
countries

IN

Level 3: Group Cultural

divisions or grouping (especially

subcultures) that contain various
collections of individuals (for
example, families, work groups,
shopping groups, friendship
groups)

Marriage in India is more a

marriage between two families
than between two persons
(page 1, para 2 of the case
study)
In India, there is no greater
event in a family than a wedding
(page 1, para 2 of the case
study)
A traditional Hindu marriage is
a religious sacrament with the
performance of certain rituals
like
Kanya
Dana,
Agni
Parinayana, Saptapadi, etc.
(Annexure I (a))
The marriage venue would be
the bride's home and parents/
elders used to ensure an
enjoyable event. (page 2, para
1 of the case study)

Earlier life-partner selection was

the prerogative of the parents
or the guardians, (they used to
visit a match maker or post a
classified
advertisement
(Exhibit I))

Honeymoon Destination - Europe and the US

(Exhibit VI of the case study)

Surge in matrimonial sites for divorcees

(SecondShaadi.com). page 2, para 2 of the
case study)

Rise in inter- caste marriages (Arya Samaj

Movement) page 2, para 2 of the case study)

Increase in Registered marriages and Live-in

relationships page 2, para 2 of the case study)

Bollywood Influence - ceremonies like

mehendi and sangeet had crept into the
marriages (page 2, para 1 of the case study)

The entire wedding is outsourced to

sophisticated wedding planners (page 2, para
1 of the case study)

Venue witnessed a change from bride's home

to destination weddings. (page 2, para 1 of
the case study)

Now, individual choices are order of the day.

The surge in matrimonial websites stands as
a testimony to this (page 2, para 2 of the case
study)

Source: Classroom Analysis

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Teaching Note

CB-1-0021A | Indian Weddings: Cultural Canopies?

After having understood The Invisible Hand of Culture and how it gets transformed on three levels
of subjective culture, on both the fronts traditional as well as modern, the discussion was directed to
derive how culture is learned
II. How is Culture Learned?

This section, introduced the participants/students to the following:

How culture is learned through 3 distinct forms of cultural learning (Formal, Informal and
Technical learning)?

b)

How marketing influences cultural learning?

c)

How Enculturation and Acculturation manifests in a consumers behavior?

d)

How language and symbols, rituals, cultural customs and beliefs are shared?

CO
P

a)

Accordingly the class was directed to analyze all the 4 questions that let the participants see through
the importance of how consumers culture gets influenced through various forms and how marketers
use that culture to communicate with the consumers/customers

SP
EC
TIO
N

As this case studys focus is on Indian weddings and cultural connotations thereof, the analysis was
meandered through the relevant case facts
While the efforts were made to connect the chapters theoretical constructs with the underlying theme
of this case study (i.e., Indian weddings and cultural connotations), the discussion also extended to a
broader canvas at times, all through the analysis of the four questions listed at the beginning of this
section

IN

Exhibit (TN)-IV captures the spectrum of analysis and discussion for the four questions:

Teaching Note

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Indian Weddings: Cultural Canopies? | CB-1-0021A

Exhibit (TN)-IV
actors Contributing the Cultural TTransformation
ransformation
(TN)-IV:: FFactors
Connotations/
Constructs

How culture is
learned through
three distinct forms
of cultural learning
(Formal, Informal
and
Technical
learning)?

Formal learning
learning-Family
members, adults and older
siblings teach a young family
member how to behave.

(The participants were asked to connect the

theoretical constructs to the case facts to see the
manifestation of those theoretical constructs
through Indian Weddings and Indian Culture

Sanatana Dharma way of life that marriage stands first

amongst the ten very important sanskaras of Hindu life
which have to be sanctified through religious observance
(Annexure I (a) & (b) of the case study)

Conceptual
Theoretical

CO
P

Question

Meaning of 'Vivaha' (Vi - harmoniously together, Vaha - to

flow) as depicted in Sanskrit (page 1, para 2 of the case
study)
Learnings about dating, choosing a life partner, wedding
practices, wedding dresses, venues, menus, wedding cards,
wedding ceremonies, honeymoon destination selection, etc.
Learnings from Bollywood Placing pre-wedding
ceremonies like Mehendi and Sangeet in a normal wedding

Technical
learning
learning-teachers
instruct the child in an educational
environment as to what, how, and
why it should be done.

Though there isn't any direct reference to the technical

learning in the case study, it is suffice to say that some of
the Indian Marriage rituals are 'taught' in a very formal way

SP
EC
TIO
N

Informal learning
learning-a child learns
primarily by imitating the behavior
of selected others.

How
marketing
influences cultural
learning?

-The repetition of advertising

messages creates and reinforces
cultural beliefs and values.

Poster of the movie Band Baaja Baaraat (Exhibit II of the

case study)

-Many marketers and advertisers

share the view that advertising
mirrors the values and needs of
society, and therefore the claims
and/or appeal contained in ads
reflect the behavior or aspirations
of potential customers.

The matrimonial ad of Elite Matrimony (Exhibit VII (b) of

the case study)

Enculturation: The learning of

one's own culture

Inferring from the case facts, it is appropriate to say that

every consumer imbibes his/her core beliefs, norms of
behavior, the culture, etc., from his/her family

Acculturation: The learning of a

new or foreign culture

- Pre-wedding ceremonies like Mehendi and Sangeet (page

2, para 3 of the case study)
- Cross-cultural marriages (page 4, para 1 of the case study)
- Bachelor and Cocktail parties (Exhibit VI of the case study)
- Surge in inter-caste marriages (page 2, para 2 of the case
study)
- Divorce and second marriage The continuous rising
popularity (traffic) and demand for exclusive matrimonial
sites for divorcees (SecondShaadi.com) (page 2, para 2 of
the case study)
- The surge in matrimonial websites (page 2, para 2 of the
case study)

-To acquire a common culture, the

members of a society must be able
to communicate with each other
through a common language

Due to Bollywood films, young Indians across the world are

familiar with terms like mehendi, sangeet, karva chauth,
roka, mangni and the works associated with them
(page 4, para 2 of the case study)

IN

How Enculturation
and Acculturation
manifests in a
consumer's
behavior?

-It most influences informal

learning by providing models of
behavior to imitate.
-This is especially true for visible
or conspicuous products that are
evaluated in public settings,
where peer influence is likely to
play an important role

How Language and

Symbols, Rituals are
Shared?

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The matrimonial ad of VIP SHAADI (Exhibit VII (a) of the

case study)

Teaching Note

CB-1-0021A | Indian Weddings: Cultural Canopies?

A ritual is a type of symbolic activity

consisting of a series of steps occurring
in a fixed sequence and repeated over
time

-Pre-wedding ceremonies like Mehendi and Sangeet (page

2, para 3 of the case study)
-Observing Karva chauth

-They can be public or private, elaborate,

religious, or civil ceremonies or they can
be mundane.

Pre-wedding ceremonies like Mehendi and Sangeet

-It is often formal and scripted-i.e.,

proper conduct is prescribed.

- The entire process of marriage (Annexure I (a) & (b) of the

case study)

-Important to marketers, rituals tend to

be replete with ritual artifacts (products)
that are associated with, or somehow
enhance, performance of the ritual.

Bridal wear, Confectioners, Caterers, Florists, Hotels

Various social institutions transmit the

elements of culture and make sharing
of culture a reality
a) Family-the primary agent for
enculturation - passing along of basic
cultural beliefs, values, and customs to
society's newest members and
consumer socialization

Inferring from the case facts, it is appropriate to say that

every consumer imbibes his/her core beliefs, norms of
behavior, the culture, etc., from his/her family

b) Educational institutions-charged with

imparting basic learning skills, history,
patriotism, citizenship, and the technical
training needed to prepare people for
significant roles within society.

Although there isn't a direct reference to how educational

institutions have influenced wedding culture, it was apt to
say that educational institutions would have ingrained in all
a sense of moral commitment to Indian ethos and culture
and thus a basic foundation for an appreciation and
sensitization to the importance of Indian culture (including
subcultures) would have been laid out at an early stage
through further stages of higher education

CO
P

An image of 'Two Rings' (Exhibits I and VII (a) & (b) of the
case study )

SP
EC
TIO
N

How Cultural
Customs and
Beliefs are
Shared: To be
considered a
cultural
characteristic,
a particular
belief, value,
or practice
must be
shared by a
significant
portion of the
society.

-A symbol is used to convey desired

product images or characteristics.
-Symbols can be verbal or nonverbal,
have several, even contradictory,
meanings.
- Marketers use symbols to convey
desired
product
images
or
characteristics.

However, some participants debated about Indians marrying

foreigners and the concept of 'patriotism', and it definitely
was a heated discussion. The discussion was concluded by
saying that would be a very myopic patriotism
Undoubtedly, Indian consumers with their allegiance to their
respective religious indoctrinating and accordingly the
marriage rituals reflect the same

Mass media-is a fourth and often

overlooked transmitter of culture.
i) It disseminates information about
products, ideas, and causes.

An image of 'Two Rings' (Exhibits I & VII (a & b) of the case

study )

ii)

We have daily exposure to

advertising, and through those ads,
receive cultural information.

Poster of the movie 'Band Baaja Baaraat' (Exhibit II of the

case study)

Virtual communities is a fifth and

somewhat more recent social institution
for sharing cultural values

Social media communities like Wedmegood.com and

ShadiSaga.com feature two or three real weddings every
week on their site, where couples share their marriage photos
in a story format. The posts are tagged with the various
vendors whose services were used for that wedding photographers, caterers, make-up artists, decorators, venue
choreographers, etc., (page 9, para 1 of the case study)

IN

Houses of worship-provide religious

consciousness, spiritual guidance, and
moral training.

Source: Classroom Analysis

Teaching Note

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Indian Weddings: Cultural Canopies? | CB-1-0021A

The discussion was carried forward by discussing the influencing factors such as mass media and
Bollywood (and regional movies too) which contribute to the cultural learning of Indian
consumers

There was an animated discussion on the influence of Bollywood movies like DDLJ(Dilwale
Dulhaniya Le Jayenge) and HAHK (Hum Aapke Hain Koun?) along with Monsoon Wedding and
Bend it like Beckham and opined that the influence of them is visible across the country in
wedding celebrations

The participants/students took the Missy Mathews wedding (page 1, para 1of the case study) as
a case in point. Though she was brought up in Australia, Bollywood was an integral part of her
life and there is a sizeable influence of the same on her, the way she was passionate to incorporate
the pre wedding ceremonies like Sangeet and Mehendi says it all!

The food which was served at the Missy Mathews wedding was a culmination of north and
south delicacies which included items like bhelpuri and chum chum in the menu (page 1, para 1of
the case study)

At the reception the music was Bollywood which included songs like Mujhse Shaadi Karoge!
(page 1, para 1of the case study)

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The discussion was carried out further by analyzing Exhibit III of the case study. The entire
discussion is outlined in Exhibit (TN)-V
Exhibit (TN)- V: Bollywood Influence Cultural Learnings

Bollywood Movie

Learned Cultural Element

Waqt

The song which inevitably makes it to every Sangeet night. The shiest of the
elderly shake a leg in Sangeet nights with just the right amount of coaxing
to go with the beats of this timeless musical number Aye meri zohra zabin

Hum Aapke Hain Kaun?

Family antakshari at weddings

Practising joota (slippers/shoes) hiding ritual, where the groom has to

pay money to get back his hidden slippers/shoes (glorified the ritual in the
movie with the song joote do paise lo)

Dilwale Dulhania Le Jayenge (DDLJ)

Sangeet and Mehendi Functions Ladies observing Karva Chauth

Jodha Akbar

Red and Green lehengas replaced the conventional red sarees wore on
wedding ritual

Band Baaja Baaraat

Culturally professionalization outsourcing the marriage celebrations to

wedding planners/event managers, Destination Weddings

IN

Source: Classroom Analysis

After establishing how culture is earned and influenced through various means the classroom analysis
directed towards establishing a connect between Indian core values and Indian weddings
III. Indian Core Values and Consumer Behavior
The purpose of this section is to let students connect the dots between Indian core values and the
paradigm shift with respect to the changing Indian wedding and the possible influence on consumer
behavior. This sections analysis was carried out at two levels Indian Core Values and Changing Cultural
Trends in Indian Urban Markets

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Teaching Note

CB-1-0021A | Indian Weddings: Cultural Canopies?

The discussion was started analyzing the changing Indian core values across the value chain of the
weddings in India referring various influential factors like globalization, urbanization, technology,
education, impact of Western culture, etc.

The participants/students analyzed the reasons for the shift in the cultural ethos and core values
and pointed out Sociologist Madhuri Raijadas quote People no longer live in their hometowns,
they work in offices where they share their space with people from multiple cultures. So they
adapt what they like. (page 6, para 2 of the case study)

The discussion further focused on how rural -based kinship networks are fading as more families
are moving to cities, and highly educated men and women often cannot find partners of equal
standing in those circles. Under such strains, families have sought larger networks, increasingly
through matchmaking sites (page 8, para 1of the case study)

There was the reference of Zara Chowdarys ( Producer at The Wedding Filmer (a Mumbaibased company that specializes in filming weddings) quote, Over the years, we have observed
that with social media and rising number of globetrotters, orthodox traditions are slowly evolving,
if not necessarily changing. These changes can be sensed throughout a wedding, whether it is the
attire or the venue dcor. (page 6, para 5 of the case study)

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Later the significance of the shift of Indian core values was highlighted by the professionalization
of cultural celebrations. The participants/students debated over the outsourcing of weddings to
wedding planners, caterers, confectioners, etc., earlier which was the domain of the elders of the
family. The participants/students referred Lakshmi Rammohans ( Founder Dreamweaver
Weddings a wedding planning agency) quote - It is heartening that even people who spend
`7 lakh on a wedding want a planner. Hiring professional planners, then, is no longer the preserve
of industrialists and stock market hotshots. (Page 6 para 3 of the case study)
The participants debated on the challenges from the point of view of Indian core values and the
entire discussion is outlined by [Exhibit (TN)- VI]

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Teaching Note

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Indian Weddings: Cultural Canopies? | CB-1-0021A

Exhibit (TN)- VI: The Paradigm Shift in Indian Core Values

Indian Wedding Reality

The Debate: How Close or Far

Indian
Weddings
from
the
Indian Core Values?

Family Orientation: Go for value based

products, Downtrading at the time of
recession, etc.

According to Alex Kuruvilla, President

of Cond Nast India, the average
Indian spends a staggering one-fifth
of the wealth accumulated in his
lifetime on a son or daughter's
wedding, second only to the
investment made in the family home
(page 5, para 2 of the case study)

Far - Average Indian is not going to

compromise on spending at weddings

Savings Orientation: Personal Savings

Middle-and upper middle-class

families budgets range from `7 lakh
to `1 crore. It is heartening that even
people who spend `7 lakh on a
wedding want a planner (page 6,
para 3 of the case study)

Far - Savings Orientation is not

observed in marriages

Festivities

Marriage as an ostentation affair not

only to one section of the community,
but also all the communities across
the geographical locations (page 3,
para 2 of the case study)

Far - Few festivals are celebrated with

respect to religion and region but
marriage is an ostentation affair across
the religions and geographical
locations

Wedding Indian industry estimated to

be worth $40 billion (around `2.5 lakh
crore).

Far - Average Indian is not going to

compromise on spending at weddings

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Shopping Ritual: Buying and Saving

Indian Core Value

Bridal wear designer saree/lehenga

average cost: `10,000 - 50,000
Shervani : `15,000 - 40,000
Wedding invite: `500 - 1500 per card
Bridal make up: `5000 - 50,000
Bridal Mehendi: ` 1000 - 5000
(Exhibit V of the case study)

Mythology: Mythological stores,

scriptures and music are an inherent
part of the Indian culture

Placing the image of lord Ganesha

image on the front view of the
wedding invites

Close - Use of mythological scriptures

is being practiced across the
geographical locations

The classic painting of mythological

scriptures as the backdrop of the
wedding invite as well as venue

Food Habits: Have a strong link with

culture and are difficult to change

The food which was served in her

wedding was a culmination of north
and south delicacies which included
items like bhelpuri and chum chum in
the menu (page 1, para 1of the case
study)

Far - Is being changing

IN

Source: Classroom Analysis

Having understood the cultural shift in the Indian core values, the participants/students analyzed
the changing cultural trends in Urban Markets [Exhibit (TN)- VII]

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Teaching Note

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CB-1-0021A | Indian Weddings: Cultural Canopies?

Exhibit (TN)VII: Changing Cultural TTrends

rends in Indian Urban Markets
(TN)-VII:
Lavish spending on weddings ranging from `7 lakh to `1 crore. Even people who spend
`7 lakh on a wedding want a planner. Destination weddings (page 6, para 3 of the case study)
Designer outfits for bridal wear (Exhibit V of the case study)
- Bachelor and Cocktail parties (Exhibit VI of the case study)
- Bachelors party & Cocktail party preferred venue: Resorts, 5/7 Star hotels, and farmhouses
(Exhibit VI of the case study)

Achievement
Orientation: These
aspects contribute to
the intrinsic and
extrinsic motivational
levels and are
reflected in the
consumption of
products and brands

-Grooming Spa and Beauty Salons (Exhibit VI of the case study)

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Honeymoon Destination - Europe and the US (Exhibit VI of the case study)

Work Ethic: Hightension, fast paced
jobs, experience time
pressure and hence
prefer
timecompression
or
convenience products

Outsourcing the wedding execution to Wedding Planners and Event Managers (page 6, para
2 of the case study)

Material Success

Lavish spending on weddings ranging from `7 lakh to `1 crore. Even people who spend
`7 lakh on a wedding want a planner.
- Destination weddings. (page 6, para 3 of the case study)

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- Designer outfits for bridal wear (Exhibit IV of the case study)

- Bachelor and Cocktail parties (Exhibit VI of the case study)
- Bachelors party & Cocktail party preferred venue: Resorts, 5/7 Star hotels, and farmhouses
(Exhibit VI of the case study)
- Grooming Spa and Beauty Salons (Exhibit VI of the case study)
- Honeymoon Destination - Europe and the US (Exhibit VI of the case study)
- Extravagant ceremonies borrowed from Bollywood often make a statement about personal
wealth and social status (page 6, para 1of the case study)

Middle of the Road

Approach to Tradition

Outsourcing the food segment to the caterers

Impulse Gratification
Use of High-tech
Products

Websites of wedding planners now feature real weddings to connect would-be couples with
sellers (Bridal Wear, Wedding Photography, Floral Decorators, Confectionary Vendors, etc.)
(page 9, para 1 of the case study)
Few of them like Wedmegood.com and ShadiSaga.com feature two or three real weddings
every week on their site, where couples share their marriage photos in a story format. (page
9, para 1 of the case study)
Development of Wedding Management software for India, Shaadi-e-Khas - which help manage
RSVPs, guests' travel dates, accounts, hotel reservations, providing directions to the venue,
and uploading wedding pictures and videos, etc. (page 9, para 2 of the case study)

IN

Source: Classroom Analysis

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Teaching Note

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Indian Weddings: Cultural Canopies? | CB-1-0021A

Wrapping Up/Debriefing

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Big Picture

The last five minutes were spent on revisiting the anchor points succinctly. The participants observed
that the role of influential factors is vital in the cultural shift. But questioned that marketers break the
stereotyping of culture (rituals and customs) or reinforce the same? However, argued that despite the
shift, the soul and sanctity of the marriage as a ritual is the same across the religions and geographical
locations.

While the changing cultural platter offers business and marketing opportunities, enough care should
be taken to uphold the core values of any culture.

Additional Readings

Pumas, Planets and Pens: How Cues in the Environment Influence Consumer Choice,
http://knowledge.wharton.upenn.edu/article/pumas-planets-and-pens-how-cues-in-theenvironment-influence-consumer-choice/, May 27th 2008

Conspicuous Consumption and Race: Who Spends More on What,

http://knowledge.wharton.upenn.edu/article/conspicuous-consumption-and-race-who-spendsmore-on-what/, May 14th 2008
Niraj Dawar, A Step-by-Step Guide to Winning the Customer, http://www.strategybusiness.com/article/00238, February 11th 2014

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Teaching Note

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