Weddings go professional

It's an industry that is inflation proof; it's an industry that people invest in without thinking of returns; and it's an industry where figures are extremely hard to come by.

Even so, exhibition organisers are targeting the wedding market in a big way. Conservative guesstimates put the wedding industry at anything between Rs 5,000 crore (Rs 50 billion) and Rs 10,000 crore (Rs 100 billion). "Nobody wants to disclose the money spent on weddings and invite the taxman," says Mukesh Sharma, managing director, International Trade and Exhibition Group.

Over the next few months, Delhi will be host to a number of mega wedding shows as a curtain raiser to the wedding season slated to begin around October. The first off the block is 'Celebrating Vivaha 2003' organised by Tarun Sarda, editor and publisher, Celebrating Vivaha, from August 8 -10.

This, to be followed by Sharma's 'Bride and Groom' from August 30 to September 3. And lastly 'Bridal Asia' (from  Services International) from September 29 to October 1. Most organisers are looking at anything between 35,000 and 40,000 footfalls at each show.

That wedding exhibitions are working is obvious from the money set aside for their promotion and marketing. Sarda, who will be making his debut in this field, says: "We'll spend close to Rs 1.25 crore (Rs 12.5 million), and have been using various forms of mass media since February this year. Ours being the first exhibition in Delhi this year, we want to make a big impression."

Both ITE and Services International have each earmarked around Rs 50 lakh (Rs 5 million) for their shows. "Over the years we have established Bridal Asia as a brand. We don't need to promote our exhibition; we're looking at expansion," says Divya Gurwara, Services International.

Gurwara's first exhibition in 1999 had 40 participants; this year she has 90. For Sharma the jump has been from 30 in 2000 (when he first held his wedding exhibition) to 110 this year. Sarda has been able to draw 108 participants.

Now, the organisers want to consolidate their markets through an expansion drive. Over the past three years ITE has held eight exhibitions across the country, including one in Bangkok last year.

According to Sharma, these are a hit among expat Indians: "Last year, all the products on display were sold by the second day itself. This year we have a 100 per cent rebooking."

His Bride and Groom show moves to Mumbai, Ahmedabad and Bangalore in the next few months. He also plans to hold an independent exhibition in London in May next year.

In June this year, Gurwara took her Bridal Asia exhibition to Karachi. Now she is looking at West Asia, England and the east coast of US. "By next year we are set to hold three international exhibitions showcasing Indian talent," says a confident Gurwara.

She also plans to hold an exhibition in Kolkata later this year. "People tend to overlook the eastern market but there is a lot of potential there, and we want to be the first one to tap it." For Sarda, who has just stepped into the business, the next stop is Mumbai in October.

Even though the wedding industry fails to throw up clear figures, that it is an industry on an upswing cannot be denied. Says Anthony Rodriguez, general manager, Indian operations, Christian Dior and La Prairie: "Exhibitions are a good place to communicate with consumers. Our participation is part of our brand building exercise."

If what Jatin Virmani, a wedding planner, says is true then these exhibitions are no more for the rich and bored. "Our target is to reach a cross-section of the consumers. We can organise a wedding for Rs 500,000 to something that might incur expenses of a few crores. What we are trying to do is professionalise the industry." These exhibitions are just one way of getting there.