Weddings down south are very
different from those up north of India. Tamil people represent the major
identity of South Indian communities and are known for their stress on simple
living and great education. Typical Tamil weddings are more about sticking to
the age old customs and traditions than a lavish affair. For the Tamilians, the
spiritual symbolism of a wedding is paramount rather than all the pomp and
show. Sure, Tamil weddings are filled with lots of fun and light moments as
well as they are a big event with distant relatives in attendance, but there
for sure will not be any compromise on the actual ceremony. Tamil weddings,
also known as Kalyanam, take place during the day of all months of the Tamilian
calendar except Aashad, Bhadrapad and Shunya. It may be expansive if one
follows the traditional wedding rituals to a tee, since there are many wedding
rituals, without which the marriage will most definitely be deemed incomplete.
Marriages, according to Hindu beliefs are made
in heaven, and once you are married, the bond is supposed to last for seven
lifetimes. It is considered to be a turning point in an individual’s life as he
enters the second important phase or ashram of his life – the
‘Garhasthyaashram’. A lot of importance is associated with marriages in
Hinduism as it is considered to be one of the most important duties of a man’s
life. Through marriage he is paying his debt to his forefathers, by procreating
children and ensuring continuation of his family’s lineage. Hindu weddings are
long processes, with various rituals that may take days to be executed. Every
single custom and practice in a wedding ceremony has deep philosophical and
spiritual significance. Throughout the world the Hindus adhere to these set of
rituals and continue on the traditions of marriage that is unique amongst those
in the world.
Wedding industry is seasonal in
nature. In India, people generally take advice from pundits and priests before
taking such an important decision. Hence this industry thrives in certain
auspicious months e.g. post October is considered as peak season. Starters can
initiate their business from any facet of wedding planning may be from bridal
consultants, florists, caterers, etc. before entering in a fully fledged way.
With experience, this could provide an annual turnover of about 1 crore. Wedding
planners are targeting both the Big Fat weddings and also the middle class in a
single go.
For attracting customers in this
field, what could be the value proposition of a planner? In this sector experience counts more than any professional degree or diploma.
Hence planners should have talent, skills, and knowledge about intricacies of
tradition. These skills lead to provide an end to end solution to the
customers, such that planner becomes like a part of the family during wedding
period and the actual host does not feel pain of organizing and can enjoy the
event to the fullest.
One more aspect which can fulfill
the sustainability objectives of this industry as well as can provide
competitive advantage in the market is Green Wedding. In services industry like
this, reputation in the market is of prime importance. One failure could result
in negative word of mouth campaign, so the risk management and ability to
handle every eventuality are the major tools of a planner. Importance of
professional education might be less here, but it cannot be discarded. In India
lack of awareness and unavailability of proper courses in this field makes it unorganized.
