IndexIntroductionChanging Indian Wedding TraditionsFinancial Imperatives of Indian FashionCultural Obligations of an Indian WeddingThe Bollywood Factor of an Indian WeddingConclusionWorks CitedIntroductionTradition has long dictated the ups and downs of the typical Indian wedding. This is especially true for the wedding season, with celebrations typically scheduled between the months of October and January. The reasons for choosing this select window are both poetic and prosaic: while the former considers the season auspicious, especially given its proximity to Navratri and Diwali, the latter allows one to comfortably wear rich, heavy fabrics, while also allowing friends and family from abroad to be seen. We say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original EssayChanging Indian Wedding TraditionsBut as time passes, even this long-standing tradition is giving way to year-round celebrations, all driven by the changing tastes of the millennial generation. And what the Millennial wants, the Millennial gets. After all, the domestic wedding industry has transformed into a powerhouse of unparalleled proportions, with ample scope for growth. Over 10 million weddings a year have created an industry worth an estimated $50 billion, making India the second largest wedding market in the world. An annual growth rate of between 25 and 30 percent promises to push this figure even higher, fueled by a massive, young population, rising incomes and an aspirational drive towards glamorous social media weddings. This has led to an industry that is, essentially, seasonally adjusted and recession-proof. And nowhere is this weight more evident than in the Indian fashion industry, which has reconfigured itself to meet the needs and demands of the highly lucrative wedding market. Leading designers and couturiers across the spectrum have completely shifted gears to focus on bridal collections, creating both high-end and ready-to-wear options. In fact, this year's India Couture Week saw numerous designers admitting that 90% of their couture business comes exclusively from Indian weddings. But what are some of the factors that have led to the dominance of bridal fashion over the industry in general? The financial imperatives of Indian fashion Although Indian designers have achieved global fame for their eclectic and highly imaginative designs, their commercial ambitions at home have not always materialised. This has seen many of India's best and brightest changes from the ready-to-wear segment to bridal and formal wear. Prominent designers like Sabyasachi Mukherjee, Anamika Khanna, Manish Malhotra and Rohit Bal have all made the leap, creating chains of boutiques across the country geared specifically towards bridal wear. In the process, they became household names and built thriving, financially sustainable empires. Last year, Sabyasachi's eponymous brand recorded revenue of 250 million rupees, with expected year-on-year growth of 30%. The fashion industry at large has also recognized the direction of the wind and has taken steps to take advantage of this growing trend. The biggies of India's traditional fashion calendar – including names like India Fashion Week, Lakmé Fashion Week and Bangalore Fashion Week – are uniformly dominated by the launch of high-end bridal fashion lines. The market is so vast that a parallel ecosystem of bridal fashion shows has developed, with events such as Vogue Wedding Show, India Bridal Fashion Week and Bridal Asia/103095.