MAM
70 per cent of urban Indians feel wedding expenses are excessive: Ipsos study
Mumbai: Weddings abound in India in December. There are an estimated 32 lac weddings in India around that time. Wedding celebrations are rarely muted in India. They are largely big, magnified celebrations extending over days. Ipsos, a global market research company conducted a study among citizens across demographics and towns to understand views and perceptions around weddings. The study titled Ipsos IndiaBus Views on Wedding, shows at least 7 in 10 urban Indians believe we spend too much on weddings. Interestingly, more number of men polled (75 per cent) held this view vis-Ã -vis women (72 per cent). Moreover, citizens residing in the metros (80 per cent), tier1 towns (75 per cent), east zone (78 per cent), south zone (75 per cent) and north zone (74 per cent) and 91 per cent of Others (comprising retired, military and those who preferred not to answer) too felt we tend to expend a lot during weddings.
Is it important to have a big-budget, opulent wedding in India?
Surprisingly, we received mixed views from the urban citizens. Interestingly, 4 in 10 (43 per cent) citizens endorsed big fat weddings, believing them to be a part of our tradition and celebration; 36 per cent felt big budget weddings are somewhat important as they have a cultural significance, but not essential; while 2 in 10 (21 per cent) of citizens polled, perceived big budget weddings to be unimportant, unnecessary and wasteful. 73 per cent of citizens in the east zone endorsed big, fat weddings believing it to be a significant part of our tradition and celebration. And 49 per cent of citizens in the south zone somewhat supported a grand wedding as it is intrinsic to our culture, at the same time they felt it was not essential or compulsory.
The rationale for hosting opulent weddings
Citizens had varied perceptions on why we spend so much during weddings: 43 per cent believed due to the tradition and cultural values; 29 per cent felt for showcasing wealth and status; 12 per cent said due to social pressure and expectations; 11 per cent felt maybe due to the innate desire for creating a lifetime memorable experience; and five per cent felt it was the influence of social media and celebrity culture that was making citizens dole out big budgets during weddings (to copy them). Citizens in the east zone (72 per cent) and tier 3 (62 per cent) felt it was important to spend more money during weddings as it was a part of our tradition and cultural values. These towns are also steeped in traditions and tend to adhere to societal norms. Though for 40 per cent of citizens in the north zone, 39 per cent in the south zone and 38 per cent in tier-two cities, the predominant view was that big-budget weddings were more for the display of wealth and status.
Delving deeper into the big fat wedding culture, the survey tried to unearth whether a big-budget wedding equals a successful marriage. We found the views were quite divided, with 45 per cent disagreeing, 27 per cent agreeing to a large extent and 27 per cent agreeing to some extent. Differences in views were quite glaring. Those disagreeing most were largely from tier two towns (55 per cent), the north zone (55 per cent), metros (53 per cent) and the unemployed (61 per cent). Those agreeing most were from the east zone (78 per cent) and tier three towns (67 per cent), men (55 per cent) and women (54 per cent).
We also probed if it was considered financially responsible, to spend a large portion of one’s lifetime savings on a wedding.
The views were divided. 32 per cent agreed, believing, it is once in a lifetime event and worth the investment; 27 per cent disagreed believing there were better ways to allocate savings for the future; 21 per cent were unsure; while 19 per cent felt it depended on the individual’s financial status. East zone was seen to be more about display – 65 per cent felt it was once in a lifetime event and worth the investment. While 48 per cent in the south zone were unsure.
Wedding finances – the best approach
Weddings in India are rarely solemnised over a small ceremony, with a handful of close relatives – that happened only during the COVID-19 pandemic and we for the first time witnessed most relatives and friends joining virtually. Weddings in India are largely an elaborate affair with ceremonies, and traditions being followed, and the invitee list expanded to include family, relatives, and friends. This means one needs to fork out large sums of money to cater to the requirements of all ceremonies and meals and decorations, venue hiring etc. What are the best approaches to financing a wedding?
The respondents chose multiple options instead of just one. 56 per cent advocated equal sharing of costs between the bride and the groom for wedding finances; at the same 52 per cent of the respondents were of the view that wedding costs should not put undue pressure; and 13 per cent recommended taking a loan or selling investments for financing a wedding.
Views by cities and cohorts were quite interesting. West zone (72 per cent), east zone (66 per cent), people living in the metros (65 per cent), full-time parents/ homemakers (62 per cent), students (61 per cent), SEC A (61 per cent), employed full-time or part-time (60 per cent) were all of the views that wedding costs should be shared equally between the bride and the groom; While 69 per cent self-employed, 65 per cent in tier three cities, 58 per cent in north zone, 57 per cent in south zone and 54 per cent in east zone were of the view that wedding cost should not put undue pressure.
Summarising the findings of the survey, ESG and CSR group service line leader, public affairs, and corporate reputation Parijat Chakraborty said, “It is the onset of the wedding season in India and we decided to understand views of citizens across socio-economic classification and town classes on their perceptions of weddings. Do we spend too much on weddings, the rationale of opulent weddings, whether big-budget weddings translate into successful marriages, and the best approach to funding weddings? There were so many different views on the topic across demographics and regions. Grandiose weddings are intrinsic to our culture and these are happy occasions for the family to bond, and soak up the completely happy ecosystem when people dress up and celebrate. But all this costs a bomb and it is interesting to see that citizens have broad views about sharing of costs between the bride and the groom and even believe that a happy occasion like a wedding should not be a high-pressure situation.”
Methodology
Ipsos IndiaBus is a monthly pan India omnibus (which also runs multiple client surveys), that uses a structured questionnaire and is conducted by Ipsos India on diverse topics among 2200 respondents from SEC A, B and C households, covering adults of both genders from all four zones in the country. The survey is conducted in metros, Tier one, Tier two and Tier three towns, providing a more robust and representative view of urban Indians. The respondents were polled face-to-face and online. We have a city-level quota for each demographic segment that ensures the waves are identical and no additional sampling error. The data is weighted by demographics and city-class population to arrive at the national average.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
