Arranged Marriages in modern times

The modern context talks so much about liberalisation of social practices in India. With growing middle class, increasing city dwelling population, rise in education and global exposure the urban culture of modern India is the main driver of social change. Surprisingly, matchmaking and the concept of arranged marriages which many had opined would lose their relevance with increasing trend of westernization in society has sustained its importance. Boom in the online matchmaking sites over the past 10 years is an important indicator of this robustness. The tradition has sustained on the back of technology.
It is also an overrated stereotype that the affluent class has it easy when it comes to flexibility in going for alternatives to arranged marriage. In fact the phenomenon called arranged marriage becomes trickier with the ultra rich segment. The credibility in terms of background checks and net worth figures can be highly misleading. Social stature, business status, caste, education, inheritance and much more is at stake in this ultra rich class. When they look out for a service for match making and wedding planning, this class doesn’t mind spending but at the same time needs a service that provides credibility and is many notches different from general match making websites flooded with profiles. The service also needs to facilitate the meeting of the ultra rich families as these may be the difference between making or breaking a deal.
Hence, while the fad of increasing number of love marriages sweep across our times, arranged marriages have held their forte in the Indian context. With rising income and number of ultra rich on rise, new services that cater to the concerned needs are creating their own space. is one service that caters to this segment in a focussed manner. The idea is to limit your service to a niche segment of elite to generate credibility and quality of service. The business of arranged marriages is still on big time and in a highly competitive scenario mantra is to survive by creating sustainable points of difference.


Weddings are so much more

In India wedding is not just an event it is an occasion. An occasion where entire family gets together, an occasion where all near and dear ones participate and of course an occasion where two souls meet for rest of their life. While the so called big fat Indian wedding has its own misgivings, but whether it is a general middle class or an ultra rich class, a wedding in the family is always a special occasion where host looks to lay out as grand a function as possible to make the event memorable both for the couple as well as the guests.
With so much readiness to spend, especially in ultra rich segment, the allied industries like matchmaking, event planning, jewellery, bridal wear and what not are making hay. With finances in place the question is whether for an ultra rich family its ability to spend is enough to ensure a memorable event. Probably not. For an ultra rich client the services too need to be value added. They may not mind spending money but they definitely look for value for the money spent. Jewellery needs to be designer, bridal wear customised for taste and design, event planning should be lavish, guest management grand, themes and colours should be spot on and the list goes on and on. The ultra rich class is abreast with the latest in trends and when it comes to weddings they are on a look out for something different. The business of weddings also then becomes one of imagination, innovation and continuous evolution.
An end to end wedding company that deals in match making, wedding planning and also beyond wedding through honeymoon packages has an opportunity to be involved in major part of the operating cycle in the conduct and arrangement of marriage. To carve out a niche in the ultra rich segment, hence, the focus should be on value adds. This could be through ideas and innovation in delivery of service at each step.