What images come to mind when envisioning a traditional, elaborate Indian wedding?
One might picture dazzling lights, exquisitely adorned guests, popular Bollywood music, a lavish array of food, and an atmosphere brimming with celebration. Everything appears extravagant, emotionally resonant, and larger than life.
Now, imagine this spectacle without the central figures – the bride and groom. Absent are the pheras (the sacred Hindu ritual of circling a holy fire), the extended family, and the tearful goodbyes. Only the jubilant party remains.
Welcome to the burgeoning trend of “fake weddings” in India, where individuals gather to revel in the wedding party experience, absent the actual nuptials.
These ticketed affairs, orchestrated by hotels, clubs, and event companies, are designed purely for entertainment. They promise the immersive experience of a wedding celebration without the associated stress, rituals, or familial obligations. In essence, it’s a themed party centered around the ambiance of a wedding.
Over recent weeks, fake weddings have gained traction in major metropolitan areas like Delhi, Mumbai, and Bengaluru. Attendees are typically young adults seeking a unique night out with friends, eager to immerse themselves in the drama and joy of a traditional Indian wedding, but without any pressure.
Our team recently attended one such event in Delhi – a faux sangeet (a pre-wedding musical celebration) hosted at a prominent club.
The atmosphere was vibrant; women donned shimmering saris and lehengas (long skirts with blouses), while men sported tailored kurtas and ethnic jackets. A traditional dhol drummer led attendees to the dance floor, and tequila-infused gol gappas (a popular Indian street food) were served.
Shivangi Sareen, a first-time attendee of such an event, described it as “amazing.”
“At family weddings, there’s so much pressure – the dress code, the scrutiny [from relatives]. But here, it’s simply fun,” she explained. “Especially because we got to do it all with our friends. We planned our outfits the day before and got ready together.”
Ticket prices generally start around 1,500 rupees ($17; £13) and can exceed 15,000 rupees, depending on the venue and amenities. Shivangi and her friends paid 10,000 rupees per couple.
“I wouldn’t mind spending this once a month. The whole experience was totally worth it.”
Sharad Madan, owner of the restaurant hosting the event, highlights the importance of novelty in the hospitality sector.
“We have to constantly innovate for our patrons,” he stated.
The event cost approximately one million rupees to plan and execute, with anticipated revenue doubling that figure through ticket sales. However, Mr. Madan emphasized that profit is not the sole motivator.
“It’s about engagement. Even if the financial returns aren’t substantial, I would still pursue it because our patrons desire something different.”
Kaushal Chanani, co-founder of 8Club events, which hosted a fake wedding party for 2,000 attendees in Bengaluru last month, said that the concept was inspired by young Indians living abroad.
“People from the diaspora would gather, dance to Bollywood music, dress in ethnic attire, and enjoy the evening,” he said. “That’s the model we adopted.”
The response to the Bengaluru event, held at a five-star hotel, was “overwhelming,” he said. Encouraged, they planned a similar, sold-out event in Delhi and began receiving inquiries from event organizers in cities like Jaipur, Kolkata, and Lucknow.
“We now provide our standard operating procedure (SOP) to interested parties,” he explained. “It’s a guide on how to create the experience, market it, and make it profitable.”
However, not all fake weddings adhere to the same format.
Third Place, an experience-based start-up, recently hosted a sober sangeet in Bengaluru – a themed celebration devoid of alcohol.
“We divided attendees into groom’s and bride’s teams and organized games like charades and guessing relatives based on stereotypes,” said CEO Anurag Pandey.
There were dhol drums, a grand welcome for guests, and even astrology-themed games, but alcohol was deliberately omitted.
“Sometimes, alcohol detracts from the experience,” Mr. Pandey explained. “We wanted to go beyond a pub night or a typical takeover. We wanted to showcase the true spirit of Indian weddings.”
Commentators suggest the popularity of these events reflects a growing desire among young people to find reasons to celebrate.
“People need a hook… an occasion to celebrate. And there’s no better setting than a wedding, which brings together all the elements of fun,” says writer and social commentator Santosh Desai.
“It’s the pinnacle of enjoyment – especially when it’s free from the stress that accompanies real weddings.”
He also notes that these events provide an opportunity to re-wear expensive wedding attire.
So, are fake weddings here to stay?
Event planner Vijay Arora, founder of Delhi-based Touchwood Events, believes fake weddings are a current trend, but one with potential.
“Gen Z definitely wants to be part of such celebrations,” he said.
“If it emerges as a new market category, it could be a major game changer, as the scale will increase – which eventually amps up business opportunities for the entire industry.”
India’s wedding industry is estimated to be worth around $130bn, according to investment advisory firm Wright Research.
While the sector is thriving, constraints exist. Most weddings take place during the cooler months (November to March) and at auspicious times, while the monsoon season (June to August) is considered off-season.
With venues available, vendors accessible, and people consistently seeking experiences, fake weddings could fill the gap if the trend persists.
Mr. Arora admits surprise at the rise of fake weddings.
“But it helps us understand that such events are something we want to celebrate or be a part of. Even if we can’t attend the real events our friends or family host, we still want to experience them by joining these fake ones.”
However, not all attendees leave satisfied.
Srishti Sharma, a 23-year-old Bengaluru-based marketing professional, was underwhelmed by the single fake wedding she attended.
“I’ve lived away from home for a few years now, and I really missed attending a wedding,” she said.
“The biggest plus was not having nagging relatives telling you ‘you’re next in line to get married’.”
Ms. Sharma and her friends spent hours selecting outfits, but the event fell short of expectations.
“They started with EDM and switched to Bollywood only after two hours,” she said.
“We expected wedding food but got pizza and fries – no dessert, just alcohol. The decor was basic and felt lazy.”
Some have criticized the events, suggesting they trivialize traditional Indian events and values.
But Vidhi Kapoor, who attended the fake sangeet in Delhi, disagrees.
“It might be offensive if people were asked to dress up as a bride or groom, but here it’s just a party. We should take it in good spirits,” she said.
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