A Peek into the World of Affluent Indian Weddings

The main focus of this blog post is to gain insights about what happened in the pre-wedding celebration. The blog contains facts of what happened and my personal opinions as well.

India has long been revered for its rich cultural tapestry and deep-seated heritage, with weddings serving as a quintessential embodiment of this tradition. As of 2023, the Indian wedding industry commands a staggering nearly $130 billion. Reflecting this opulence was the recent "Pre-Wedding" extravaganza of Anant Ambani, the youngest scion of the illustrious Ambani dynasty, to Radhika Merchant.

The Ambani family stands as the epitome of affluence in India, led by Mukesh Ambani (head of the family), the Chairman and Managing Director of Reliance Industries, a legacy bequeathed by his father. The Ambani family is very well respected and trusted in India.

With a net worth of $116 billion as of 2023, Mukesh Ambani ranks among the top 10 billionaires globally and the top 30 most influential figures worldwide. Thus, expectations for celebrations orchestrated by the Ambani household are nothing short of extraordinary.

Picture Ref; Jain, A. (2023b, January 20).

Anant Ambani and Radhika Merchant's engagement, held in the preceding year, was a grand affair, setting the stage for the continuation of festivities in 2024 with a "Pre-Wedding" celebration in Jamnagar, Gujarat. Jamnagar was chosen for its significance as Anant's hometown, and served as the perfect backdrop for this lavish occasion.

Spanning three days from 1st to 3rd March, the event incurred a staggering expenditure of approximately Rs. 1250 crore or $150 million. The guest list, comprising 1,200 attendees and 50,000 villagers, were treated to various cuisines, a quintessential part of any Indian wedding, at the venue during the celebration.

Given that Jamnagar is a small village and the celebration did put the village to a standstill, the Ambani family ensured that every villager is not out of means during the event. In the Indian tradition of hospitality, Anant Ambani along with his whole family and fiancé served the villagers. The love and blessings they received from the country for this act was amazing.

The guest list boasted an array of influential personalities from across the globe, including Meta CEO Mark Zuckerberg, Bill Gates, Google CEO Sundar Pichai, Ivanka Trump, alongside Indian magnates, Bollywood luminaries, and Heads of State. Notably pop sensation Rihanna graced the occasion with a special performance for the betrothed couple, joined by Akon and numerous other distinguished guests from the entertainment industry.

Picture Ref; Taylor, E. (2024, March 7).

Despite Jamnagar's status as a provincial town with only domestic flight operations, the event prompted a temporary transformation, allowing for international flights from February 25th to March 5th. The government facilitated customs, immigration, and quarantine protocols, enhancing airport infrastructure to accommodate the influx of passengers.

Day 1:  (1st march)

The inaugural day, themed "An Evening in Everland," evoked an aura of sophistication, with guests adorned in elegant cocktail attire. Renowned floral artist Jeff Leatham, famed for his collaborations with the Kardashian family, decked out the venue with an enchanting array of white, purple, and pink blooms, while a stunning drone display illuminated the skies.

For the evening the bride-to-be chose to wear a custom made blush pink Versace dress along with bespoke jewelry by Parthiv Mehta, an Indian designer. Meanwhile the groom Anant wore a custom black suit by D&G.

Bollywood glitterati graced the occasion, donning creations by esteemed designers. From Tarun Tahiliani to Gauri and Nainika, Andrea Brocca, and many others, their attire added to the evening’s allure.

Picture Ref; Mathur, M. (2024b, March 2)

As twilight descended, a breathtaking spectacle unfolded: 5,500 drones took flight, transforming the sky into a canvas of light and motion. This mesmerizing drone show marked the largest of its kind in India, leaving guests in awe. 

Picture Ref; Desk, T. E. (2024b, March 5). 

The evening culminated with none other than Rihanna, an international pop sensation.

She was dressed in a custom “The Attico” dress. The green lace gown sparkled with Micro Swarovski crystals, its intricate patterns adorning a fully embroidered catsuit.

Around her neck, she wore a classic polki necklace, adorned with diamonds, emeralds, and rubies. Her jacket, sourced from Alta Moda, completed the ensemble.

In a beautiful nod to Indian tradition, Rihanna performed barefoot—a gesture of respect ingrained in Indian culture. Just as one removes footwear when entering someone’s home or a temple, her bare feet echoed reverence and humility.

It needn't be said that Rihanna left her retirement and came for a special performance, to engage with the Indian crowd. The Indian market is growing and this was the perfect opportunity for her to regain presence and stay front of mind. 

Day 2 (2nd march)

The second day of festivities embraced a tropical theme: “Walk on the Wildside.” Guests adhered to the spirited dress code of “Jungle Fever,” creating an outdoor spectacle at one of the largest animal rescue centers recently inaugurated by the Ambani family at Jamnagar.

Radiant in her attire, Radhika—the to-be bride—donned a stunning three-piece lehenga (Indian skirt set) designed by the renowned Indian fashion designer, Manish Malhotra.

The ensemble featured a corset paired with a flowing cape. Swarovski crystals adorned the lehenga, adding an ethereal touch. Notably, Radhika opted for a modern take on traditional ghagra (flared skirt) style, by omitting the dupatta (scarf).

Picture ref; Taylor, E. (2024b, March 7). 

As twilight settled, the stage came alive with the soulful tunes of Diljit Dosanjh, the first Punjabi singer to grace the Coachella stage. His performance elevated the evening to unforgettable heights. Diljit is a loved music icon in our country. He recently performed with Ed Sheeran in India as well, where they both sung Hindi songs.

3rd day (3rd march)

The auspicious moment arrived—the “hastakshar” ceremony, signifying the official commitment to marriage. Held within the serene confines of a temple, Hastakshar simply means signature in Hindi.

Picture Ref. Taylor, E. (2024c, March 7).

Radhika stepped forward, resplendent in a traditional Indian saree crafted by the renowned designer Tarun Tahiliani. The intricately hand-painted dupatta and the veil, woven with genuine gold threads, elevated her attire to sheer elegance.

Anant, too adhered to tradition, donning an ivory sherwani—a classical Indian wedding ensemble for men. Designed by Rohit Bal, the sherwani featured diamond-studded buttons and a custom brooch.

As they signed the sacred papers, 1500 guests encircled them, witnessing this beautiful union.

As night descended, Anant’s mother, Neeta Ambani, a professional classical Indian dancer, graced the occasion with a mesmerizing Bharatanatyam performance. Her artistry lent a poignant and perfect conclusion to the weekend’s festivities.

Picture Ref; Taylor, E. (2024d, March 7).

The entire pre-wedding event was filmed and streamed live on multiple Indian news channels as well as on social media. The entire pre-wedding extravaganza unfolded before a global audience, with live streams on various Indian news channels and social media platforms..

I believe that pre-wedding and the upcoming wedding will definitely be the highlight of this year. Such grand events by the Ambani family help to get India in the limelight and showcase the rich culture. Until recently, India was always seen as a poor and developing country with the poverty and bovine culture taking prominence over the real India which is transforming into a power to watch out for with growing affluence and industry.

This perception is slowly changing with time. Being a free country for less than a century, a lot has changed. India is slowly becoming the hub of business, and expanding in the luxury segment. The best way to penetrate into the market is by understanding consumers and the country. India is a country which runs highly on emotions and non-verbal communication cues.

This wedding was not only a celebration for the richest Indian, but also a flaunting of money, power and status.

A few pictures from the wedding. 

Ref; Taylor, E. (2024d, March 7).

Day 1: An evening in Everland -  Dinner arrangement.

Day 1: An evening in Everland -  The drone show to end the evening. 

Day 2: Carnival bash

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Akanksha Gupta is Vocal Vogue's Luxury Marketing Analyst and focuses on Consumer Behavior. She can be reached contacted, Here.

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