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Indian wedding extravaganzas
Helping readers cope with Indian wedding extravaganzas and keeping them, especially NRIs, abreast of the latest fashion and beauty trends, the country’s wedding magazine market is slowly coming of age.
With growing fashion consciousness among young couples and the desire to host distinct celebrations, the number of wedding magazines has escalated to 10 on the newsstands.
Three of them were launched this year - Brides & Style, Marriage Mantra and Brides Now.
The economic boom, availability of money with youth and their willingness to shell out extra bucks to look perfect on the day of marriage are the contributing factors to the increasing number of magazines available now.
Moreover, the everyday attire of today’s generation is no longer completely traditional. When it comes to wearing traditional outfits on the wedding day, no one wants to compromise on the look - traditional yet contemporary. Hence, not only the bride and bridegroom but also the guests refer to these magazines.
These magazines give a glimpse of the latest in the wedding market ranging from bridal wear, trousseau packaging, jewelry, make-up to lifestyle products ranging from showpieces, cutlery, utensils, paintings, gift items and honeymoon packages.
Ogaan Publications has four lifestyle and wedding magazines in its stable. Of these, two - Elle and Elle Dcor - are distributed in the US, Britain, East Africa, Hong Kong and the Middle East.
They help NRIs and the stores keeping Indian bridal wear abroad. NRIs can have a look at the latest trends and feel close to their roots while store owners can keep the latest on their shelves.
A global readership attracts great advertisements, which prove beneficial to both - the magazine and the advertising company.
Vintage Events comes up with three lifestyle and wedding magazines, which are distributed in the US, Britain and Sri Lanka and is planning to mark its presence in South Africa, Malaysia, Australia and New Zealand by the end of 2009. The company is upbeat about the future of the country’s wedding magazine market, which shares a symbiotic relationship with the wedding market, estimated at over Rs.1.25 trillion.
The wedding magazine market has great potential but hasn’t been tapped completely yet. Addressing niche readers it currently accounts for no less than Rs.1.5 billion and is growing at the rate of 20 percent per year.
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