'Celebrating Vivaha 2006' to display latest wedding trends

Marriages in India, a Rs 1,000-crore industry now, seem to be getting more innovative. Three to four years ago, no one had heard of getting the gifts of the wedding party insured or giving their daughter advice on birth control or getting designer gift packs and wraps.

All these things will be available in the exhibition, "Celebrating Vivaha 2006", to be held at the Hotel Majestic Park Plaza, Ludhiana from July 22 to 24.

This is the latest niche the insurance and medicine industry have found, to enter the wedding industry.

Speaking to Business Standard, Tarun Sarda, CEO of Vivah Interactive said every person spends the maximum amount of money on his or his son/daughter's marriage.

"In India, New Delhi leads the list of largest spenders on weddings, with Punjab next behind it. And in Punjab, it's Ludhiana. That is why we chose to organise our exhibition here. Besides this, Ludhiana also has the best connectivity with other cities of the state."

Speaking of the exhibition, he said Oriental Insurance would be setting up a stall at the wedding exhibition for personal and home insurance.

"After all, many gift flats to the newly wed couples as well. So insurance is a must. In my last exhibition at Delhi, Glaxo had put up a stall for birth control methods and to our surprise, 8,500 people visited the stall in three days. This time, 60 participants from Delhi, Mumbai and Calcutta are coming for the exhibition."

Sarda started his first "Celebrating Vivah" exhibition in 2003, putting all items necessary for marriage under one roof. "In the initial year, our turnover was just Rs 5 lakh and this year, it has already touched Rs 20 crore," he added.

"The wedding season is to start after September 23 and the exhibition is timed to help people plan and shop. For invitation cards and trousseau packing, there will be a special window "" Shalini Beriwal with her label 'Magnificence.' The lady started as a housewife working from home. Today, her company has a Rs 1.5 crore turnover," Sarda said.

And for the men, who, Sarda observed, had become big spenders over the years, there will be big brands selling clothes, accessories and personal items. "A few years back, no one thought that men would go to beauty parlours for facials and other such things. But its happening now," he said.