Mumbai, Jan 9: India's weddings are famously lavish -- lasting days and with hundreds if not thousands of guests -- but this season many families are cutting costs even if it risks their social standing.
It is symptomatic of a sharp slowdown in the world's fifth-largest economy, with Indians spending less on everything from daily essentials to once-in-a-lifetime celebrations.
Growth has hit a six-year low and unemployment a four-decade high under Prime Minister Narendra Modi. Prices are rising too, squeezing spending on everything from shampoo to mobile data.
Chartered accountant Palak Panchamiya, for example, has already slashed the budget on her upcoming Mumbai nuptials by a third, trimming spending on clothing and the guest list.
"Initially I chose a dress that cost 73,000 rupees ($1,000)," Panchamiya told news agency as she picked through outfits at a recent marriage trade fair.
"But my partner felt it was too expensive, and so now I am here reworking my options and looking for something cheaper."
India's massive wedding industry is worth an estimated $40-50 billion a year, according to research firm KPMG.
The celebrations can last a week and involve several functions, a dazzling variety of cuisines, music and dance performances, and lots of gifts.
Foreigners can even buy tickets to some events.
But these days, except for the super-rich -- a recent Ambani family wedding reportedly cost $100 million -- extravagance is out and frugality is in as families prioritise saving.
"Earlier Indian weddings were like huge concerts, but now things have changed," said Maninder Sethi, founder of Wedding Asia, which organises marriage fairs around the country.
Cracks emerged in 2016 when the Indian wedding season, which runs from September to mid-January, was hit by the government's shock withdrawal of vast amounts of banknotes from circulation in a bid to crack down on undeclared earnings.
Mumbai-based trousseau maker Sapna Designs Studio shut for months as the economy was turned on its head by Modi's move.
"No exhibitions were happening and there were no avenues for us to sell either," said Vishal Hariyani, owner of the clothing studio.
Hopes for a recovery proved short-lived when the cash ban was followed by a botched rollout of a nationwide goods and services tax (GST) in 2017 that saw many small-scale businesses close.
Since then, keeping his studio afloat has been a challenge, with consumers increasingly reluctant to spend too much, says Hariyani.
"We customise our clothes as per their budgets, and now week-long weddings have been converted to just a 36-hour ceremony," he told news agency.
"We have to pay GST, pay workers and even offer discounts to customers," he added.
"The whole economy has slowed down and reduced spending on weddings is a by-product of that. Everyone except the super-rich are affected," Pradip Shah from IndAsia Fund Advisors told news agency.
"It is reflective of how sombre the mood is," he said.
In a country where families traditionally spend heavily on weddings -- including taking on debt in some cases -- the downturn is also a source of sadness and shame, with elaborate celebrations often seen as a measure of social status.
"We haven't even invited our neighbours. It is embarrassing but the current situation doesn't offer us much respite," 52-year-old Tara Shetty said ahead of her son's wedding.
"In my era, we always spent a lot and had thousands of people attending the weddings," she explained.
"My wedding was supremely grand, and now my son's is the polar opposite."
''Our dream is a cashless society, but we can definitely take the first step towards a less-cash society", said PM. He said in the wake of the demonetization drive there has been 300 per cent increase in the use of Rupay card since people started using it.
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If anyone have good suggestion to give will appreciate, otherwise get off u ass.
Khad asa bod na ..... wage earners will have to visit the bank Atm daily to collect yesterdays wages.... provided the owner transfers the money in time
Yes it will Cash less... but also with people less..
Tax is like 'Herding', the way a shepherd herds the animals to reach the destination, Govt. is doing the same by herding the people towards banking cartels. This is why they created 'cash crunch' and issuing Rs.2000 note first instead of Rs.500 is the reason for it. There is a greater agenda that is happening all over the world, under the guidance of UN, IMF and World Bank, in order to bring humanity under one umbrella, so that every economic activities can be controlled and monitored by \few\" who wants to rule the world and bring about one world government, one religion, one culture, one money (digital), one economic system and one civil society. In order to achieve this, they do not care if people face problems, they have to do this some how. As such digital money is just some digital pulses, they can easily manipulate the world through this. Already PM yesterday told us that he did the demonetization \"on the recommendation of RBI\". And the RBI gets recommendation from IMF and World Bank. Our Prophet (s.a.w.s) about Dajjal and his trials, which will be greatest trials that humanity will undergo. Dajjal will emerge hoping people development s and prosper, our prophet (s.a.w.s) told us that his heaven is hell and his hell is actually heaven. Dajjal yet to emerge among our midst, but the process to make his rule effective world over, is already happening in our midst. Dajjal sees with only one eye, i.e., this Dunia and other eye is completely shut, the eye of Akhira. Most of the education, economic , political systems in our midst have already removed the words religion and God. Only one thing I have to say during these trials, is to keep our faith in tact."
Mr. Modiji, we have 30-40% illiterates.....how you are going to convince and help them to use bank debit and credit cards....
This is a good idea, this will stop corruption, no doubt at all.....
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