The COVID-19 pandemic has had a huge effect on almost every industry, especially the Indian wedding industry that is estimated to be around $50 billion but was put on abrupt halt when the lockdown happened. From The Knot Worldwide’s latest Global COVID-19 Wedding Report published in the month of October, we noticed that the industry has revived itself by exploring alternatives that we would have initially never anticipated.
Just like every marriage to work, weddings in 2020 had to go through a few adjustments. Couples have had to forgo their ideal wedding destinations, reduce their guest list, host celebrations on other days than the one intended, and more. Wedding planning resumed with the same gusto towards the second half of 2020 with newer ideas, mediums and alternatives. While several couples went ahead with their nuptial celebrations (keeping in mind health and safety protocols), some have taken the decision to postpone their weddings until 2021, once the situation gets better. After all, love can never be cancelled.
Trends, specifically wedding trends, are ever-evolving. The Knot Worldwide has identified trends we noticed in 2020, which are most likely to continue in 2021:
Gone Digital
The year 2020 saw a huge rise in the digital world. Wedding technology platforms such as The Knot Worldwide’s WeddingWire India helped couples plan their weddings even during difficult times such as these. From selecting vendors to providing aid and advice to couples, the platform offers it all! This year, couples have chosen to go down the sustainable route with digital tools and platforms taking the front-seat during their planning. Couples are:
- Online wedding planning through wedding tech platforms such as WeddingWire India helps connect engaged couples with over 60,000 vendors across categories to help with their big day. These tech platforms have now enabled the entire wedding planning process to be shifted online - from virtual venue tours to having vendor meetings online. One can plan their whole wedding for the safety and comfort of their homes!
- Choosing to host their weddings with smaller gatherings, with friends and families across geographies by connecting virtually.
- Going digital with their wedding announcements and sending e-invites.
- Making bridal wear purchases online. With bridal wear designers launching their websites during lockdown, couples prefer and have grown accustomed to virtual tours over video calls to shortlist designs. As restrictions are being relaxed, couples visit stores for fitting sessions or final shortlisting.
Keeping it Close and Personal
As we see the lockdown easing out and gradually moving back into a world not as normal as before, we will see a remarkable rise in the number of small weddings taking place due to guidelines set by the government. As per the COVID-19 study conducted by The Knot Worldwide earlier this year, three-fourths of the couples (76%) were confident that they will go ahead with the wedding ceremony on the scheduled date, and not wait for a big fat Indian wedding celebration.
- Most couples would reduce the size of their guest lists (68%) and hire fewer vendors (60%) to ensure that COVID-19 norms are followed and complete measures taken.
- Many couples have opted for an intimate Roka, followed by a pre-wedding ceremony of their choice and then the wedding.
- For those who planned a ‘big fat Indian wedding’ this year have rescheduled their weddings to the next to accommodate a larger guest list. Instead, they have invested in engagement ceremonies, aka Roka, for 30-50 guests.
- Intimate weddings have drawn importance to the classic mandap. Mandap decorations and planning a spaced out seating arrangement around has become integral to a COVID wedding. Spread out seating around the mandap, floor seatings, creating 'seating bubbles' as earmarked seats for guests, small tent seating set ups across the venue have picked up as trends, this year.
Sustainability is the Buzzword, Off-late
The pandemic may have had its worst effects but it has also brought in the culture of leisure and relaxation activities allowing people to be more creative. Couples have shifted towards a more sustainable preference and have been trying their hand at newer, DIY projects for the first time.
- The pandemic has led people to create and appreciate the authenticity and details of what already exists.
- Styling heirloom accessories or jewellery set and pairing them with new pieces. Designers are also reviving the age-old charm of hand woven natural fibre.
- Big wedding planning brands are not shying away from using sustainable decor items like cane baskets, cane lanterns, plants and flowers and earthen pots to complete their desired wedding aesthetic even at more intimate smaller gatherings at home.
It’s All About Location, Location, Location
Choosing a venue for wedding celebrations and the big day itself can be quite challenging.
- Several couples opt for international destinations to host their weddings. With the pandemic playing spoilsport, couples have resorted to hosting grand celebrations in forts in Rajasthan.
- Many prefer hill stations around their home cities as guests would be more comfortable with a car ride over a train or flight journeys.
- Outdoor weddings have gained popularity. Couples host celebrations in their very own backyards, gardens and outdoor spaces to make their celebration more personal and keep their guests in a safer and more secured environment.
- Abiding by local rules and regulations, a vast majority of to-be-weds (80%) will encourage social distancing - between people and tables. 33% of the couples are seeking different venue options that can accommodate smaller groups of guests.
- Wedding charters are gaining popularity with wedding parties booking entire planes to fly to wedding destinations instead of risking traveling in shared flights.
Looking at the fact that the pandemic is not past us as we get into 2021, we foresee most of these trends carrying on into 2021 as well. Couples may want to continue to follow the arrangement of intimate weddings in 2021 with family and friends to make it a memorable one.
As we close on the year 2020, we hope that 2021 will be a year filled with weddings and memories shared with friends and family.