Aditya Birla group forays into jewellery retail with 'Indriya'
The Aditya Birla Group launched its new jewellery retail brand, Indriya, directly competing with Tanishq and Reliance Jewels. Indriya plans to be a top-three player in five years, leveraging India's shift towards branded jewellery. This Rs 5,000 crore initiative marks the group's entry during the festive season, aiming to capitalize on India's booming wedding market and rising preference for trusted brands.
Sun, 16 Mar 2025
New Delhi: The Aditya Birla Group on Friday launched a jewellery retail brand, Indriya, that directly pits it against the Tata Group's Tanishq and the Reliance Group's Reliance Jewels, and other national chains such as Kalyan Jewellers and Joyalukkas. The conglomerate with business interests spanning metals and cement to financial services and fashion is entering the segment at a time when consumers are increasingly shifting from unbranded to branded jewellery, influenced by celebrities and high-profile weddings and movies.
In recent years, the wedding industry has observed a notable shift in scheduling preferences, with an increasing number of couples opting for weekday ceremonies, particularly on Mondays. This trend challenges the traditional dominance of Saturday weddings and reflects evolving priorities among soon-to-be-wed couples.
Economic Considerations Driving the Shift
One of the primary motivations behind choosing a Monday wedding is cost-effectiveness. Weekday weddings often come with reduced venue rental fees and vendor charges, making them an attractive option for budget-conscious couples. As highlighted by WeddingWire, venues typically consider off-peak seasons to be from November through March, with peak wedding season spanning May to October, particularly June and October. However, even within peak seasons, weekdays like Mondays can offer more affordable rates compared to the highly sought-after Saturdays.
Venue Availability and Flexibility
The surge in demand for wedding venues, especially during peak seasons, has led to limited availability on traditional weekend dates. By choosing a Monday, couples often find a broader selection of venues and dates, allowing for greater flexibility in planning. This flexibility can be particularly beneficial for securing dream locations that might otherwise be booked years in advance for weekend slots.
Guest Experience and Extended Celebrations
Hosting a wedding on a Monday can transform the event into a long weekend celebration. Guests may take advantage of the occasion to enjoy a mini-vacation, exploring the local area or participating in pre- and post-wedding festivities. This extended timeline can foster a more relaxed atmosphere, allowing for deeper connections and memorable experiences beyond the main event.
Changing Work Dynamics and Remote Flexibility
The rise of remote work and flexible schedules has made it easier for guests to attend weekday weddings without significant disruption to their professional lives. With many companies adopting more adaptable work policies, taking a day or two off for a Monday wedding has become more feasible, reducing potential attendance concerns for couples.
Cultural and Personal Preferences
For some, selecting a Monday wedding aligns with cultural or personal significances. Certain cultures consider specific weekdays auspicious for matrimonial ceremonies. Additionally, couples might choose a date that holds personal meaning, such as an anniversary or a date that aligns with celestial events, regardless of the day of the week.
Industry Adaptation and Vendor Perspectives
The wedding industry has adapted to this shift by offering specialized packages and incentives for weekday weddings. Vendors, from photographers to caterers, often have more availability and may provide discounts for non-weekend events, ensuring high-quality services at a fraction of the typical cost.
Conclusion
The increasing popularity of Monday weddings signifies a broader trend of personalization and practicality in wedding planning. By embracing weekday ceremonies, couples can allocate resources more effectively, enjoy greater flexibility, and create unique experiences that reflect their individual preferences and circumstances. As societal norms continue to evolve, the concept of the traditional Saturday wedding may become just one of many cherished options for couples embarking on their marital journey.
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