Analyzing Advertisement Impact on Indian Bridal Wear Trends

This report delves into the evolving landscape of Indian bridal wear, examining current trends, regional variations, and the profound impact of advertisement on women's fashion choices. It explores the diverse range of bridal attires, including lehengas, sarees, and other traditional outfits, highlighting the influence of designers and cultural preferences. The report also investigates the role of advertisement in shaping consumer behavior, analyzing how marketing strategies and celebrity endorsements influence the demand for specific bridal wear styles. Furthermore, it provides insights into the manufacturing processes, the competitive market, and the evolving preferences of brides across different regions and religious communities in India. The study also compares the Indian bridal wear trends with the Australian bridal wear trends and provides a comprehensive overview of the factors that influence the bridal wear market.

Running Head: INDIAN BRIDAL WEAR 0
Management

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Contents
Introduction................................................................................................................................3
Project objective.........................................................................................................................3
Project scope..............................................................................................................................3
Literature Review.......................................................................................................................4
Conclusion..................................................................................................................................6
Appendix....................................................................................................................................7
References..................................................................................................................................9

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Introduction
In today’s time, fashion industry has been growing well. Due to the increasing
competition in fashion market, it requires the marketer to keep its price low and with best
quality. In recent time, women’s are taking more interest in fashion. Women’s are giving
more preference to the tradition wear. In India, bridal wear is getting the huge preference on
the side of women. Due to continuous wedding seasons, India has huge demand of bridal
wear. The different regions in India are having various marital arrangements. Arrange
marriage is the most prevailing among the Indian culture. This country mainly has two types
of marriage South India marriage and North Indian marriage. Most of the bridal wear in India
are labour intensive and requires a huge attention. Due to this, cost of production is getting
higher and even some people cannot afford to pay the huge cost. There are various types of
costumes available for the bridal wear, then also mostly use to prefer the red colour lehenga
in order to look elegant and beautiful. However, dress preferences usually depend on the
lifestyle and culture of people. In this report, the discussion is carried on the current trends of
bridal wear in India. Besides this, it also presents the effect of advertisement in the women
fashion.
Project objective
 To study the trend of bridal wear in India.
 To study the effect of advertisement on the women’s fashion.
 To assess the knowledge regarding different attires prevalent in India on wedding.
 To know the effect of advertisement on the women’s fashion.
 To understand the role and importance of advertisement in attracting customers.
Project scope
By considering these researches, researcher can come to know about the current going
trend in India regarding bridal wear. It also provides a new dimension in the fashion industry
of India. This project has wider scope for bridals to understand the current trends of bridal
wear in India. It has also wider scope for fashion companies to gain knowledge regarding
various attired prevailing in India. It will also introduce the new scope and perspective for
coming bridal fashion inspiration. It also establishes a proper background of the bridal

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fashion as well as the development of bridal fashion including fabric, colour, and motif. It
also presents the changes in the costume of bridal and new ways of bridal costume.
Literature Review
Ayachit & Thakur (2017) stated that fashion advertisement has a huge attention
especially on the part of women’s. It has been founded that India has variety of wedding
dresses. Among all the dresses, “lehanga” is the most prevalent bridal attire. Sahoo (2017)
highlighted that lehanga has been getting influence form the time of Mughal. In India, several
designs of bridal wear have been prevalent in higher as well as low cost. In the bridal wear,
lehanga choli is the second most prevalent attire. In this regard, Jay (2015) stated that this
outfit is getting popularity not only in India but also in other western countries. It has become
the centre of attraction and seen as essential costume in all festivals, weddings, and parties.
IN the Indian bridal wear, Chaniya Choli and Gagra choli are also very much popular. All
these attires are very much graceful and elegant. The most popular colour in the Indian bridal
wear is red. It is in the culture of mostly Indian wedding to wear red colour lehanga
especially in marriages. The other type of wedding dress is “Saree.” In the south Indian wear,
Saree is the wedding attire of brides. By pairing Saree with blouse, it is worn in proper
manner. Singh & Tiwari (2018) wrote in the article that during the rule of British, Indian
women’s were forced to cover their upper body with Saree. There are various popular fashion
designers in India for bridal wear. “Sabyasachi Mukherjee” is one of the leading fashion
designer of India. It has only not created the artistic flame through local craft but also created
such aura that can be found only here. The wedding market in India is the not regarding the
bridal trousseau but also covers wide number of friends as well as family who are becoming
more conservative. India is a heritage of culture that includes different customs, culture, and
diversity. Joseph & Alexander (2018) showed that Indian brides provides a glimpse into the
cultural extravaganza and colourful. The increasing trend of bridal wear in India has started
giving emphasis on advertisement. It plays an essential role in attracting the women’s toward
current trend that is going on. Many economic and social factors are being responsible for the
changing wedding trends that include income level, family influence, status in the society and
religion. In the report, it is founded that Surat is a city in India where most of the
manufacturing of women outfit is done. Besides this, some of the few best designers of India
are Ritu Kumar, Sabyasachi Mukherjee, Manish Malhotra, Abu Jani, Neeta Lulla, Tarun
Tahiliani, JJ Valaya and many more (Rajlakshmi, 2015). It is also seen that competition

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among the bridal wears manufacturing is also high in India due to availability of several
designers.About 400 Sari manufacturing units of Surat city produces the average of twenty
million meters of fabric each year. Surat city also produces nearly 40% of the total production
of the Art silk fabric (Maps of India, 2013).
Deepshikha & Nath (2018) has founded that due to the variety of customs, each bridal
wear wore the different types of tradition dresses. In India, a Sikh bride wore the large
amount of gems and jewels. However, it believes that India bride is not completed without
Kalire as well as chooda. These brides usually prefer anarkali suits and lehenga. As compare
to this, Punjabi bride mostly prefers to wear maroon, pink or pink lehanga on wedding day. In
a report of Hess & Phillips (2018) it has been stated that bride can wear any colour lehanga
that she wants. However, white and black colour is usually is avoided on wedding. Muslim
culture is also popular in India. On the day of wedding, brides of Muslims usually prefer to
wear silk cloth that is wrapped by the gold and silver coin through the mother of groom
(Risso, 2018). Indian Christians also has several customs that differs as per the region.
Usually, the brides of Christian wear the long white dress gown with face cover with net.
Some of the brides of Christian culture prefer to wear the colour sarees on several events of
wedding. Shoukat & Islam (2016) has founded that those brides who are preferring to wear
the white are required to follow the certain rules. The essential accessory is the net veil that is
supported by tiara and a white flower bouquet in their hand. Due to the increment of women
who are going in for the white wedding, advertisement has been increased with wide choices
of beautiful gowns, veils and tiaras. The Assamese Indian bride has to wear the mekhla
chadar, tradition outfit of bride that is given by the mother of groom. These brides wear the
off white or cream silk Saree with the golden work. Bengali bride on the other hand wear the
off white and white saree with pink, red or maroon border foe different religious ceremony.
Due to the traditional bridal attire, the bridal wore the outfits with bright pink, red, or maroon
banarasi silk saree. As compare to India, Baker (2018) stated that Australia culture prefers to
wear the white gown that is having the net to cover the face from net.
Ranavaade (2017) put emphasis on the Tamil bride that is also a part of Indian bride.
In the Indian culture wedding, the major focus in given on their jewellery. However, it has
founded that these brides wear bright colour popular Kanjeevaram saree with the border of
zari, a type of fabric that is founded mostly in Indian culture. It also focused on the Telugu

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bride who changes two outfits during the wedding. For the first time, bride brought in by the
maternal uncle and brother in a basket of bamboo. At this time, she wears a tradition silk
saree. For the second time, she wore the white cotton saree with the border of red colour.
Malayalam bride, on the other hand, wears the outfit same as South Indian brides. They also
wear the shite colour silk saree with the golden border. On this, it also prefers to wear the
floral jewellery. According to Mittal, Gupta & Motiani (2018) the tradition Marwari bride is
most popular who traditionally and properly follow the concept of Indian lehanga. These
brides wear the heavy lehenga that is embroidered with the gold and silk work. They prefer to
wear the extremely heavy outfit in proper Indian Lehenga. By compare to India, Gay (2019)
founded that every Australia bride want to be unique and beautiful. Therefore, they do not
prefer any particular dress; they always select some different wedding dress on their wedding.
As compare to India brides, Australian brides usually prefers to wear the western outfits on
their wedding day. According to Indian author Borghi, (2017) Marwari brides mostly wear
the red colour lehenga due to their tradition. It has been founded that due to increasing
attraction of women’s on heavy lehanga, shopkeepers are also paying huge attention on the
advertisement for attracting them.
Gujarati brides wedding outfit is however deeply connected with the Indian
community. Similar to other Indian brides, these brides also wear the saree with pallu that
faces the front. In the article of Cohn (2017) it has been depicted that they changes the two
sarees during the wedding, a Gharchola and Panetar. Gharchola is bright red saree with zari
work and silk in the checked pattern and stripes. Panetar on the other hand is designed with
the golden, red, and green dots handmade. Maharashtra bride is somewhat that is
differentiated from the other brides of India. Their bridal outfit is saree of silk with the golden
border. They wear the saree in dhoti style. The bridal wear outfit for Kashmiri bride
comprises of pheran, that is designed with hook embroidery or ari at the cuff, neck or edges.
It can be in yellow, red, and pink colour. The bride either wears the saree with Kashmiri
embroidery or lehenga. Similarly to the Christian wedding, Parsi bride also wear the white
outfit with the heavy work of embroidery. Usually, the parasi bride covers the head with
saree palla in the whole ceremony. Adminew (2018) stated in an article that white wedding
dress is the symbol of Australian bride on her wedding. It is an essential feature of the
Australian brides. It is believed that this dress represents the purity of bride. There is a culture
in India that the bride’s family pays for the cost of lehenga. Over 6000 dialects, and 500

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language, the diverse religion and culture of India shapes the wedding ceremony (Manhattan
Group, 2019).
It is true that the introduction to the store can be given the mass reach through
advertisement. According to, Lo (2018) advertisement is an effective way to influence the
women’s to buy some fashion clothes. It has treated the advertisement as a tool of attraction
especially for the women. Advertisement puts a huge impact on women’s fashion. It is one of
the strongest aspects to catch the attention of women’s fashion. It is true that whenever any
new trend comes in the market, it is attracted by doing advertisement. Bridal wear is also
getting huge attention with the help of advertisement. Many well-known designers display
their new designs and trends through advertising it in their store on various social media sites.
Celebrity endorsement is also used in advertising the women fashion. In India, it has been
seen that many of the brands are advertising their products with the help of well-known
celebrities in order to gain mass attention from customers.
Conclusion
In the limelight of above discussion, it has been concluded that Indian culture is full
of variety of customs and religions. Due to the increasing disposable income of people, the
trends of them are also shifting to purchase the designers outfits. Still, the culture to wear
bridal dresses continuing from the past trends. Tradition lehenga is also the top-most option
of Indian brides to keep them elegant and beautiful. There is custom in India that the family
preference is essential element in purchasing the bridal lehenga. In North and south region of
India, brides are wearing different outfits due to changes in culture as well as customs.
Among all the tradition attires, the most common and preferred wedding attire is Lehenga
with red colour. Besides this, the increasing competition in bridal wear also requires the
designers to keep their designs unique. In India, red colour is taken as the most pure colour
to wear on wedding. It is also true that advertisement plays an essential role to attract the
women’s toward current fashion trends. In recent time, companies are paying attention
toward their advertising policies in order to attract more customers.

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Adminew. (2018). Australian wedding traditions and its historical traces. Retrieved from:
https://www.escholparkhouse.com.au/australian-wedding-traditions-and-its-
historical-traces/
Ayachit, S., & Thakur, M. (2017). Functional Clothing for The Differently Abled. Indian
Journal of Public Health Research & Development, 8(4).
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http://www.bbc.com/culture/story/20140503-how-wedding-dresses-evolved
Borghi, E. (2017). Forgotten Feminisms: Gender and the Nehru Household in Early‐
Twentieth‐Century India. Gender & History, 29(2), 254-272.
Cohn, B. S. (2017). Notes on the History of the Study of Indian Society and Culture.
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Deepshikha, P. Y., & Nath, N. (2018, March). Textiles as communicating links for cultural
traditions. In Proceedings of the 7th International Conference on Kansei
Engineering and Emotion Research 2018: KEER 2018, 19-22 March 2018,
Kuching, Sarawak, Malaysia (Vol. 739, p. 168). Springer.
Gay, D. (2019). 10 under-the-radar Australian bridal brands to know. Retrieved from:
https://www.vogue.com.au/brides/trends/10-undertheradar-australian-bridal-
brands-to-know/image-gallery/33266c0e160f495515ee123c7714510e?pos=1
Hess, B., & Phillips, B. J. (2018). Exploring Advertising Equity in Fashion
Advertising. Journal of Current Issues & Research in Advertising, 1-14.
Jay, P. (2015). Raw Visionary: Samant Chauhan, Bhagalpur Silk, and the Aesthetic Economy
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Joseph, J., & Alexander, K. (2018). Personalizing the Wedding: A Cross-Cultural Study of
Wedding Motivations in the Keralite Indian and Southern American
Communities.

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Lo, W. H. (2018). Marketing Images of Marriage Rituals: A Cross-Cultural Analysis of
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Rajlakshmi. (2015). Top 10 Indian Bridal wear designers. Retrieved from:
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brides-look-and-details-as-per-different-cultures-4005

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Appendix
Saree- It is a female garment that consists of approx. five to nine yards. It is wrapped around
the waist with one end that is wrapped over the shoulder.
Zari- It is a type of golden thread used in the Indian clothing.
Silk- It is a fabric or thread made from the fibre that is produced by silkworm.
Lehenga- It is most popular bridal wear that is long, heavy, pleated and embroidered.

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(Srivastava, 2018)