In an exclusive chat with MediaBrief, Ambuj Narayan, CEO, of Taneira Sarees; Arjun Bhatia, Chief Marketing Officer of Matrimony.com; and Ayu Tripathi, Director, Aahana Resort, share their perspectives on the 2024 wedding season—outlining what’s new this year and highlighting the anticipated impact.
They discuss the trends shaping the Indian wedding landscape, the evolving consumer tastes and preferences, and spending patterns among Gen Z and millennial consumers.
They also address how digital and social platforms, AI, and immersive technologies are being leveraged to enhance engagement during the wedding season.
This year has brought a noticeable shift in the wedding landscape. Speaking about these changes and outlining how Matrimony is prepped for the 2024 wedding season, CMO Arjun Bhatia says, “This wedding season, BharatMatrimony is thrilled to have launched the Great Indian Matchmaking Fest (GIMF), an exclusive initiative designed to make finding a life partner even more rewarding. As part of this fest, users can enjoy unmatched benefits such as unlimited contact access with Prime Membership, easy EMI options, and special offers from over 200 top brands.”
Highlighting the strategy behind it, Bhatia says, “This initiative marks a significant shift for us, as it’s the first time we’ve introduced a comprehensive fest that combines matchmaking with added perks for our users. This innovative approach aims to not only help individuals find their life partners but also offer them tangible support during the wedding season. By integrating matchmaking with wedding shopping benefits, we’re creating a one-stop solution for our users.”
Speaking about how its approach is different this year, Bhatia says, “Compared to previous years, the focus has expanded by offering benefits (such as unlimited contacts, EMI offers) on paid services of matchmaking, and also includes offers from top brands in Jewellery, Apparel, Consumer Electronics, etc.”
Ambuj Narayan on Taneira’s strategy for the 2024 wedding season
Speaking about how Taneira Sarees, from the House of Tata, is geared up for the 2024 wedding season, its CEO Ambuj Narayan says, “The wedding season is an opportunity for Taneira to celebrate the emotional and cultural essence of Indian weddings. Over the years, we have successfully catered to brides across ethnic diversities by celebrating their unique identities and regional legacies.”
“Our latest campaign, For Beautiful Beginnings, showcases sarees crafted for diverse cultural traditions—be it the intricate Banarasis for North Indian brides, the elegant Paithanis for Marathi brides, the timeless Kanjeevarams for Tamil, Telugu, and Kannadiga brides, or the vibrant Bandhanis and Gharcholas for Gujarati brides. Each saree is a masterpiece that embodies the exceptional artistry of Indian weavers and celebrates the vibrant diversity of India’s cultural traditions.”
Speaking about the key factors driving Taneira’s strategy, Narayan explains, “This season, our strategy revolves around making the wedding shopping experience more inclusive and meaningful. Through a thoughtfully curated collection that caters to diverse preferences, we ensure that every bride feels represented and celebrated.”
“Our campaign focuses on storytelling that resonates deeply, amplifying the emotional connection that brides share with their sarees. Additionally, by enhancing accessibility through our omnichannel presence, we have created ease of discovery, while remaining committed to Taneira’s ethos of celebrating India’s timeless traditions,” Narayan adds.
Ayu Tripathi on elevating wedding experiences at Aahana Resort
“We are gearing up for the upcoming wedding season with a strong focus on creating personalized, unforgettable experiences that reflect each couple’s unique story,” says Ayu Tripathi, Director of Aahana Resort. Outlining the key factors driving its strategy this year, Ayu says it includes a greater emphasis on sustainability, exclusivity, and tailored luxury.
She further says, “We are integrating eco-conscious practices into our wedding offerings, such as the use of local, biodegradable decor and curated menus featuring organic and farm-to-table ingredients. Our expansive, nature-inspired venue provides couples with unique options like themed weddings amidst lush greenery, which aligns with our ‘Made of the Forest’ ethos.”
“This year,” Tripathi adds, “we have also enhanced our guest experience with more customizable options, from bespoke accommodations in our Jungle-facing villas and Private Pool villas to curated wellness activities and personalized heritage-inspired hospitality. We aim to not just host a wedding, but create memories that resonate with both the couple and their guests.”
“Additionally, we’ve expanded our focus on destination weddings, offering seamless planning with in-house experts to ensure every detail is thoughtfully executed. This is paired with exclusive collaborations and partnerships to provide couples with unique value-added services.”
“Overall, our strategy combines our core strengths in luxury and nature while evolving to meet modern wedding trends and the expectations of today’s couples,” Tripathi says.
Arjun Bhatia on modern wedding trends
A recent study has found that the average wedding budget this year is ₹36.5 lakh (up 7% from 2023). Speaking about wedding trends and the broader spending patterns among Gen Z and millennial consumers, Arjun Bhatia says, “Marriages in India are akin to festivals, and people look forward to celebrating their weddings like a once-in-a-lifetime opportunity.”
“Also, increased exposure has made Gen Z and millennials more discerning as consumers, who seek the most exclusive experiences, from photography to makeup to wedding trousseau, destination weddings, and honeymoon travels.”
“This is reflected in the Confederation of All India Traders (CAIT)’s estimate that around ₹6 trillion worth of business is set to be generated in the wedding season between November 12 to December 16,” he adds.
Bhatia also says, “What we’ve noticed in terms of spending patterns is that now couples are far more involved in the financial planning of their wedding and do not want to burden their parents solely for this expenditure. They prefer doing joint planning for the entire journey, from engagement to honeymoon, and deciding how much they want to spend and what their available means are.”
“Also, in sync with our mission of helping Indians get married, we have launched a fintech platform for wedding loans to make the process of wedding financial planning and budgeting simpler, with a transparent advisory-led process. Through our research, we realized there is a need for this,” says Bhatia.
Ambuj Narayan on modern wedding shopping
Speaking about wedding trends, Ambuj Narayan of Taneira Sarees says, “Wedding trends have evolved with changing values and digital transformation. Brides today are gravitating toward brands that offer sustainable yet luxurious options.”
“In alignment with these values, Taneira introduced Weavershala, an industry-first initiative that aims at preserving the rich art of hand weaving while modernizing techniques for future generations. Through collaborations with multi-generational weaving communities across regions, we ensure that each piece showcases traditional craftsmanship.”
Outlining the shifts in consumer behavior, Narayan says, “Brides value unique, exclusive designs that reflect their personal style. Taneira caters to this demand with distinctive, heirloom-worthy creations that balance elegance and emotional significance. At the same time, luxury continues to hold strong appeal, but it is no longer just about the price tag. Today, preference is more on craftsmanship and timeless designs.”
“The digital revolution has also reshaped wedding shopping. Brides are increasingly turning to online platforms for research and inspiration. The convenience of browsing collections, reading reviews, and making purchases from the comfort of their homes is transforming the traditional wedding shopping experience. As a result, we’ve adapted by enhancing our digital presence, offering seamless online-to-offline experiences.”
Ambuj Narayan on Gen Z and Millennial spending shifts
Speaking about the changes in spending patterns, Ambuj Narayan says, “We are seeing significant changes in spending patterns, especially among Gen Z and millennial consumers. These younger generations are more value-conscious, but they also place a high premium on authenticity and personalization. They are increasingly looking for products that not only reflect their individual style but also align with their values.”
“To adapt to these shifts,” Narayan says, “we’ve introduced collections like the summer edit, vegan collection, etc., that resonate with the modern sensibilities of these consumers while staying rooted in tradition. Our focus is on offering versatile sarees that can be styled in multiple ways, are lightweight, and cater to the dynamic and diverse lifestyles of younger consumers who seek flexibility in their wardrobe choices.”
Furthermore, Narayan says, “These consumers are digital-first, with a preference for online research, reviews, and a seamless shopping experience. Aligned with these transitional shifts, Taneira has strengthened its digital presence, providing an intuitive online shopping experience. We’ve also focused on engaging with them through social media and influencer partnerships to create authentic, relatable brand experiences.”
Ayu Tripathi on the evolving wedding experience
Outlining the trends Ayu Tripathi has observed, she says, “We have observed a significant shift toward creating meaningful, story-driven wedding experiences. Couples now prioritize personalization, with destination weddings evolving to include experiential themes, interactive activities, and unique touches that reflect their journeys.”
“Sustainability has also become a key focus, especially among younger couples. Eco-conscious practices like digital invitations, biodegradable decor, zero-plastic policies, and plant-based return gifts are now integral to modern weddings.”
“At Aahana Resort, our sustainable luxury wedding concept resonates deeply with these values, offering couples an opportunity to celebrate their special day while honoring the environment.”
“Our unique forest wedding concept has been especially popular, blending the spirit of nature with the cultural and traditional richness of Indian weddings.”
“Additionally, digital solutions, such as virtual walkthroughs and interactive websites, enhance convenience and personalization, making weddings more engaging and efficient. These trends reflect a move toward more thoughtful, experiential celebrations that leave lasting memories while respecting the environment,” Tripathi adds.
Speaking about the changes in spending patterns, Ayu Tripathi says, “We are noticing that today’s couples, particularly Gen Z and millennials, prioritize convenience and seamless planning for their weddings. With demanding schedules, they are drawn to destinations offering a one-stop solution, minimizing the need to interact with multiple vendors. They are also willing to spend more for this ease and comfort.”
“To meet these evolving needs,” Tripathi says, “we’ve designed a comprehensive wedding planning solution at Aahana Resort. Beyond providing a stunning destination, we’ve empaneled trusted vendors for decor, entertainment, photography, makeup, transportation, and even rituals with experienced pandit ji services. This ensures couples can plan their dream wedding effortlessly while focusing on creating meaningful memories.”
Arjun Bhatia on Matrimony’s digital-first strategy
Today, digital, AI, and immersive technologies (like AR/VR) are emerging as key tools to enhance engagement. Speaking about how Matrimony leverages this, Arjun Bhatia says, “This wedding season, BharatMatrimony adopted a robust digital-first strategy to enhance engagement and connect meaningfully with audiences during the Great Indian Matchmaking Fest (GIMF).”
“The campaign was driven across major digital platforms and all social media channels, ensuring widespread visibility and engagement.”
“We launched tailored television commercials for key domains such as Bharat Matrimony, Tamil Matrimony, Telugu Matrimony, Marathi Matrimony, and Bengali Matrimony to connect with diverse communities on a personal level.”
“Collaborations with popular influencers amplified the fest’s reach, while partnerships with creators helped design interactive and relatable social content that resonated with users.”
“We even branched out on Spotify for the first time, as marriage and music are inextricably linked. Through this integrated approach, we created a dynamic and impactful campaign that added immense value to the wedding journey of our users,” Bhatia adds.
Social media plays a pivotal role at Aahana Resort
Ayu Tripathi says, “We are leveraging digital and social platforms, along with immersive technologies, to enhance engagement during the wedding season. Social media plays a pivotal role, from Instagram reels showcasing personalized decor to live streaming key moments for guests who cannot attend in person, ensuring broader participation and excitement.”
“To further enhance the planning experience, we utilize AR/VR technology for venue visualization. Couples can virtually explore their wedding setups, complete with decor elements, seating arrangements, and floral designs. This approach helps them refine their choices and make informed decisions, ensuring their vision comes to life seamlessly,” adds Tripathi.
Ambuj Narayan on Taneira’s digital approach
Speaking about how Taneira is leveraging digital, Ambuj Narayan says, “At Taneira, we are harnessing the power of digital and social platforms to create a more personalized and engaging experience for our customers year-round.”
“Our website provides an intuitive and seamless shopping experience where customers can explore our collections, learn about the intricate craftsmanship behind each piece, and easily navigate to find the perfect saree. We’ve optimized our platform to offer detailed product information and smooth navigation, ensuring our customers feel confident in their choices, whether shopping for a special occasion or an everyday look.”
“In addition, our influencer collaborations on social media help us connect with a wider audience. By partnering with influencers who align with our brand values, we share authentic content and styling inspiration that resonates with our customers,” says Narayan.
Arjun Bhatia on adapting to India’s wedding diversity
Weddings in India are diverse and rich in tradition, making it essential to tailor campaigns and offerings to resonate with cultural and regional nuances. Speaking on this, Arjun Bhatia – Chief Marketing Officer of Matrimony, says, “While our consumers are diverse in terms of culture and region as well as in terms of life stage, professions, and who they are as individuals, marriage and the aspirations around it remain near universal in India. We recognize both the need for a life partner as well as the diversity in terms of what people seek in their life partners.
“In terms of offerings, we at Matrimony.com have both different features as well as different products to cater to all possible combinations. So, to cater to people seeking partners in terms of compatibility we have introduced interest-based matching across our flagship offerings.
“And to cater to different demographic segments we have offerings across different mother tongues ( like Tamil Matrimony, Telugu Matrimony, Marathi Matrimony, and so on), communities via Community Matrimony as well as matchmaking platforms based professions ( Doctors, Engineers, and Defence Matrimony) and even life stages (such as Divorcee Matrimony).
“To back all of these we use state-of-the-art technology sharpened with continuous learning from each of these segments to further strengthen the experience for our users.
“Also, what makes each of these offerings vibrant is the continuous addition of new users who choose us to find their life partners and in turn, make available a large pool of options to choose from for others. This is a virtuous cycle that increases engagement and at any given point in time, across all our offerings there is a large pool of active users who are interacting with the product.
“In terms of campaigns while our core promise, that for each individual we remain a place to seek serious long-term relationships leading to marriage, remains constant we customise our campaigns on a region/culture-specific basis by drawing from insights on cultural nuances of what matters to our respective stakeholders.
“We engage with our consumers to understand what matters to them, their pain points, their perception of life, relationship, and marriage, and what they expect from us as their trusted matchmaking player, and basis these findings we go to the drawing board to design our campaigns. Thankfully regional influencers also come in handy as they can bring out the marriage nuances in a far more authentic way. We prefer working with region-specific influencers,” adds Bhatia.
Ambuj Narayan on Taneira’s approach to culturally tailored offerings
Outlining how Taneira tailors its campaigns and offerings to resonate with various cultural and regional nuances, Ambuj Narayan says, “At Taneira, we recognize that weddings in India are as diverse as the country itself, with each region having its own rich cultural heritage and unique traditions.
“Our approach to tailoring campaigns and offerings is centered around honoring these regional nuances and weaving them into every saree we create. We collaborate closely with weavers and artisans from across India to ensure that we offer a collection that reflects the distinct weaving techniques and textile traditions of each region.”
“One thing remains common in our campaigns: the common emotions of women all over the country, which is also showcased in our Beautiful Beginnings campaign. It celebrates the shared emotions of brides across India, highlighting the distinct sarees they wear, which become companions in their journey.”
“Our campaigns are designed around deep-rooted emotional connections, highlighting the craftsmanship behind every saree and weaving regional stories into our messaging along with the emotions of the wearer,” Narayan adds.
Ayu Tripathi on how Aahana Resort adapts to cultural
Explaining how Aahana Resort customizes its campaigns and products to reflect diverse cultural and regional traditions, Ayu Tripathi says, “At Aahana, we tailor our offerings to honor the diversity and cultural richness of Indian weddings while blending them with modern-day comforts and luxuries. Our unique forest wedding concept is inspired by the deep-rooted traditions of Indian weddings and the beauty of nature.
“The journey begins with a meaningful ritual where the couple pays homage to the five elements of nature through a serene aarti. We collaborate with local artists to perform traditional songs during key ceremonies, creating an authentic and soulful atmosphere.Food, a cornerstone of any Indian wedding, is thoughtfully curated to include a farm-to-table experience alongside regional delicacies prepared with authenticity and care.
She adds, “Unique touches, like the groom plucking sindoor for the bride from our beautiful sindoor tree or mothers crafting a fresh sehra from the blooms of the sehra tree, add a personal and symbolic connection to nature.
“At Aahana, we celebrate weddings that are rich in tradition and culture while ensuring guests enjoy the finest luxuries and modern comforts, creating a seamless blend of heritage and elegance,” says Tripathi.
The anticipated impact of the 2024 wedding season
Outlining the anticipatory impact of this wedding season, Arjun Bhatia of Matrimony says, “We are already seeing a good uptake in interest levels for all our matchmaking apps. A lot of brands have also reached out to us to find out how they can partner with us.”
“We anticipate that this innovative initiative of launching GIMF will set new benchmarks in the industry and strengthen our position as a trusted partner in the wedding journey. We shall continue to use this as an annual property, making it bigger and bigger each year,” Bhatia adds.
Taneira Sarees’ Ambuj Narayan says, “This wedding season, we are optimistic about a meaningful shift in how brides approach their wedding wardrobe, with an increasing focus on intricate detailing and the cultural heritage of the weaves.”
“Our curated collections will resonate deeply with consumers looking for both elegance and authenticity, as well as a story to tell. These ensembles serve not only as fashion statements but as heirlooms of meaning and authenticity, resonating deeply with those who seek elegance interwoven with purpose and legacy,” Narayan adds.
To round off the conversation, Ayu Tripathi of Aahana Resort says, “This wedding season, we anticipate a growing demand for personalized, eco-conscious celebrations that beautifully blend tradition with modern luxury. With our unique offerings, such as the forest wedding concept and sustainable practices, we aim to create unforgettable experiences that resonate with today’s couples.”
She concludes by saying, “Our hope is to not only host exceptional weddings but also strengthen our position as a destination that celebrates love, culture, and nature in harmony. We aspire to leave a lasting impression on couples and their guests, fostering cherished memories while setting a benchmark for meaningful and responsible celebrations.”
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