Bridal Rituals

These days whenever we open a newspaper we get to see either a full page or a half page advertisement on a bridal exhibition or a bridal fashion week. And mind you, the numbers of these events are on the rise too.

I remember many years ago Divya and Sandeep Gurwara coming to meet me in my previous newspaper. They told me that time that they were planning to do an event just for the brides.

Even that time I was aware of the fact that all Indian fashion designers without exception made their money by making bridalwear.

So I thought the idea brought in by the Gurwaras has a shining prospect. Years after they started Bridal Asia, it’s not surprising that it still is a much sought after affair.

Same way, Tarun Sarda, another gentleman I happened to meet during my stint with my ex newspaper, started Vivaha, a bridal exposition, and has taken the same to various cities in India and abroad.

Then came several other players in the market and much later a concept of Couture Week, a glorified name for mainly Indian bridal wear, came into being. And that’s not it, following close to its heels was India Bridal Week, which started in Mumbai and now being brought to Delhi and if the organisers are to be believed, then next year to London too.

Great. So we have so many bridal events for so many brides and for those parents who will be willing to loosen their purse strings during the weddings of their children.

In the meantime, who actually are the gainers here? Well, all. Organisers of these events make their money through sponsors and participation fees, fashion designers get their dividends from those brides who gasp for slipping into these designer wear and of course the brides and grooms who eventually tie their knots in their favourite designer outfits.

No wonder then these events are growing in numbers by the day.

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