Covid Culture and Indian Society :

Impact on the institution of Marriage

Submitted To : Submitted By :

Dr. Jasleen Kewlani Mohini

(Asst. Professor of Sociology) 18039 (Group no.3)

Rajiv Gandhi National University Of Law, 2020

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 Contents

 Introduction……………………………………….[3]

 Research questions…...…………………………..[4]

 Findings……………….……………………………[7]

 Limitations…………………………………….…..[10]

 Conclusion…..…………………………………...…[11]

 Bibliography………………………………………..[12]

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 Introduction

In this research project i’ll be discussing as to how the corona virus pandemic affected the lives
of the people, what impact it had on the institution of marriage. Corona virus pandemic proved to
be advantageous and disadvantageous for the people belonging to various fields. Marriage is one
of the important functions we Indians have, and corona pandemic changed it entirely.

 Marriage ceremonies across India have been put on hold due to the coronavirus lockdown. But
some couples chose to swap their big fat weddings for small intimate affairs. So, could that be
the new normal?

Corona Pandemic took a toll on wedding industry

The coronavirus pandemic has taken a toll on every possible aspect of our normal lives. From
Zoom lessons instead of classrooms to “work from the couch” instead of office cubicles, this
year has been full of adapting to the new. The bustling Indian wedding industry has also been
forced to adapt, with Covid-19 changing the format of engagements and ceremonies.

India's wedding industry was estimated to be worth $50 billion (€46 billion) in 2019, according
to a report by KPMG. The estimated growth rate was 25-30% per year.
It seemed even the financial crisis of 2008 had little impact on the country's wedding industry, as
did the New Delhi government's introduction of tax measures on goods and services and its
demonetization policy. India’s social fabric — coupled with its dominant young population —
kept the wedding market immune to economic upheaval.
However, the coronavirus pandemic and subsequent social distancing measures have brought the
industry to a virtual standstill. Thousands of weddings have been canceled across the country,
disappointing eager couples and those working in the wedding industry — a largely informal
sector. Many of the country's wedding service providers including decorators, caterers, make-up
artists, technicians and photographers work on a freelance basis.

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 Research Questions

 How the corona virus pandemic proved to be a advantage and

Corona virus pandemic proved to be advantageous for some sections of the society, like middle
class and poor people, as before the corona pandemic in India weddings would mean a grand
lavish affair and if its not that people would talk bad things about it, without even thinking about
those people as to how they have managed and did all things going overboard even when they
did not have the capacity to do so but did it due to the societal pressure. Now this situation is
changed completely. Only limited guests are allowed numbering to 50 or so Not more then that.
So as the no. of people are now limited in weddings, isn’t this is advantage for middle class or
poor people as now they can do anything and everything according to their wish, what they can
afford and what not, they don’t have to do anything and everything due to the societal pressure.
They can do all the work and management according to their budget.

Till recently the India Wedding Industry was called recession proof, and rightly so. In 2008
when the country was beset with an economic challenge, the industry took it in its stride and
sailed through it smoothly. Likewise during demonetization, or the recent economic slowdown,
the industry has largely been unaffected.

However the latest COVID-19 pandemic has unleashed a new challenge to businesses across
sectors and the Wedding Industry is no exception. 

From catering to hospitality to venues to photography to flights, hotels, and wedding planners
and bands, there are a a lot of industries relying on having successful  wedding seasons for
survival.

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The big fat Indian wedding industry is in crisis as the Covid-19 outbreak has forced
postponements of weddings across the country. Wedding planners, hotels, caterers etc are seeing
45-80% weddings getting postponed or cancelled. They fear things will only go downhill from
hereon.

The raging coronavirus has affected all industries and verticals. The wedding business is also
facing the brunt of the uncertainty and the economic slowdown as couples brace for a pandemic
of disappointment

A report published by KPMG in 2017 said that the Indian wedding industry was estimated to be
around $50 billion in size.  With celebrities indulging in grand celebrations while tying the knot,
destination weddings have become the in thing in India. Celebrities Virat Kohli and Anushka
Sharma got married in Italy as did Deepika Padukone and Ranveer Singh, and so on. Everyone
wanted to fly to the Mediterranean country for their big day.

We have read so much about the Indian Wedding Industry. It has been called the driving force of
the events economy, or rather it's buzzing engine. Though it is a highly unorganised sector,
however, the entire wedding ecosystem provides livelihood to millions of people across the
country. 

 Comparison of the before and after corona pandemic situation of

Indian weddings have always been lavish affairs where splashing out plays a major part. But the
shift from grandeur to strict health measures is changing the look of marriages in coronavirus
times. The pandemic has shrunk the big, fat Indian wedding and financial advisers say the
newlyweds should be glad. Indian weddings are elaborate, with multiple ceremonies and large

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gatherings of up to 1,000. But amid the Covid-19 outbreak, the Home Ministry’s guidelines
don’t allow more than 50 guests. With the number of infections mounting every day, the

restrictions aren’t expected to be eased soon.

Indian weddings are events that bring together people from different sectors, right from wedding
planners, technicians, photographers, to caterers, artisans and many more. That and the inherent
traditionalism associated with the Indian wedding automatically make the ceremonies a big deal
for both families. But the situation is completely different now, people are even scared to shake
hands, forget meetings and hugs. The Wedding event which was earlier known to be grand and
lavish affair has turned into a small family and friends gathering, following various rules,
regulations and safety measures.

 Will virtual weddings become the next big trend in India?

Indian weddings are not just about the pomp and show but have the entire family’s emotions
attached to them. An average Indian family saves throughout their lives to spend on a wedding.
However, in the past few weeks the wedding industry has taken a massive hit owing to the
ongoing pandemic. The wedding industry is like an engine that drives various other industries
such as apparel, jewellery, hospitality, flowers, transportation, and catering. Lakhs of labourers
and workers make most of their income during the wedding season. With no big fat weddings
happening, all these industries have suffered huge losses.

But as they say, nothing can beat humans at innovation. Over the last few weeks we have heard
stories about couples getting married on video calls.  With experts stating that it will take another
15-20 months before social distancing can be totally lifted, will virtual weddings become the
new normal? In India over 10 million weddings take place every year and the budgets range from

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Rs five lakh to a few crores. Now it is given that a significant number of couples may just opt for
the virtual wedding than wait for the next 20 months to exchange vows. So, would virtual
weddings become the next big trend?

The Indian Weddings are all about experiences and physical touch which cannot happen
virtually. This is just a substitute and not a permanent platform. We can foresee the number of
gatherings will increase in the coming season of December to February and India will enjoy its
old trendy weddings not the virtual weddings. Virtual weddings will not entirely be able to
replace the real thing. Even couples who have decided to go ahead with dates - are all planning
to throw celebrations once the lockdown eases. The virtual world may entice curiosity but can it
replace the genuineness and feel good factor of having your loved ones there with you on your
special day in flesh.

It’s trending and cool to be doing a socially distanced wedding at the moment and hence some
couples are planning on doing it. But once this trend passes - it will fade. The weddings will
happen in its own way only and yes, the style will change slightly with more precautions. There
is nothing called virtual in a wedding. 

Findings

Corona outbreak completely changed the face of Indian marriages, where sometimes thousands
or even lakhs of people would have attended the wedding, now due to corona not more then 50
guests are allowed in marriage function. In short I would say a smaller, leaner Indian wedding
could be a blessing in disguise.

People now are apprehensive to socialize. The scale of weddings will also be impacted wherein
people might downsize their events with limited guests. Destination weddings might also
decrease. This seems to be the new normal for a while at least.

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Health & safety measures

Installation of sanitization fans similar to mist fans to make sure all the guests walking in are
sanitized without manual effort. Planners or venue owners will help couples ensure that
sanitization is top of mind before and during every celebration. Temperature reading are
mandatory at the entrances. Hygiene kits are being given to all guests.

Ceremonies adopt socially-distanced seats

Since downsizing the guest list for weddings is the new normal, we might see ceremony venues
accommodating social distancing with spaced-seating arrangements.

Hair and Makeup

Trends will also evolve with more focus on eyes and interesting hairstyles in case the bride
decides to wear a mask. There will also be a high focus on sanitization since the make-up team
works in close proximity to the bride for extended hours with most of the makeup tools being
disposable and the team to wear masks, face shields and PPE kits for all appointments.

Weddings in shifts

Couples who do not want any change in plans including a full guest list can celebrate as they

initially planned, but in shifts. With shift weddings, couples can host their wedding day

festivities at their original venue and with their full team of wedding vendors but the guests come

in shifts, allowing them to adhere to social-distancing guidelines.

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Food & Beverages

While delectable food is still top of mind for couples, the manner in which dishes are prepared

and served will follow stringent safety precautions. Most venues have confirmed that they will

likely opt for a sit-down plated meal instead of a buffet. This would also mean no long queues

and crowds which are a risk.

Venue preferences

Open-air venues will see greater demand, irrespective of the weather. These eliminate the

possibility of guests feeling confined in a closed, high-risk air-conditioned space. Would require

fighting against nature’s elements like but would ensure social distancing with spaced-seating

arrangements.

Go digital

To limit exposure and to save time, money and energy, couples will look at creating e-invites and
their own wedding website. These digital invitation cards can be emailed and WhatsApp-ed to
guests, along with the link of the wedding website.

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 Limitations

The findings of this study have to be seen in light of some limitations as the research I have
conducted is mostly secondary research so it limits me to what I can find out, or there will be a
personal bias as some of the observations discussed in this project is based on what I have seen
or experienced around me which may or may not be true for rest of the people.

With so many rules and regulations, and information being passed on during the last quarter
of the pandemic, people are unsure about what they should plan and whether or not they
should proceed with their wedding with limited guests.

It is a societal norm to hug and handshakes with their guests during the occasion like weddings.
In the present pandemic condition, social distancing is maintained by the entire world.

Couples generally prefer for photo sessions and gift exchange which typically occurs in any of
the wedding reception. Now the new norms for Wedding will be significantly different across the
world. In post-pandemic, you have to rethink and plan about different ways for safe and happy
marriage celebrations. Now in this post-pandemic, you have to stay and act as educated. Gift
Exchange is done with the help of courier. 

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 Conclusion

The new reality of Indian weddings has emerged in the era of COVID-19 as ‘digital’ continues to
evolve as the new ‘prefix’ to wedding planning. The wedding industry post-COVID-19 will have
a new reality which will follow new formats keeping in mind health and safety parameters and
rethinking the guest experience. When it comes to Indian weddings, there's a lot one can say
about the wastage, over-the-top expense and outrageously grand exhibits that people... indulge
in. With wedding guest lists capped at 50 people,. venues and banquet halls in lockdown, and a
financial crunch for a majority of the population the Indian wedding has no option but to
downsize and that may not be a bad thing

Post-COVID era will force families and the bride and groom to re-evaluate their plans and
priorities, Personalised and more meaningful guest experiences will take precedence
Personalised menus, change in traditional seating arrangement, and décor will all be part of the
collective guest experience at any post-pandemic wedding..

While slowly the reopening process has been kick started, the government has implemented strict
guidelines that limit large gatherings and events, with not more than 50 people in attendance at
weddings. As we continually adapt local regulations in response to changing circumstances,
weddings being celebrated with enthusiasm but in completely different ways. However, one
factor that will remain constant is the desire for human connection and the celebration of love
with loved ones no matter what that celebration looks like.

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 Bibliography

 https://theprint.in/opinion/from-big-fat-to-small-virtual-covid-is-the-time-to-change-
indian-weddings/414291/

 https://economictimes.indiatimes.com/magazines/panache/with-most-indians-uncertain-
about-getting-married-will-coronavirus-kill-the-match-made-in-heaven/articleshow/
74840484.cms?from=mdr

 https://www.dw.com/en/coronavirus-weddings-how-indians-are-tying-the-knot-amid-
pandemic/a-53498495

 https://www.sakaltimes.com/lifestyle/indian-wedding-industry-future-trends-51941

 https://www.indianshelf.in/how-coronavirus-could-change-wedding-culture-47199/

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