North Indian weddings are fun.
Punjabi ones, more.
In a recent one came across this ritual Jaggo - a boisterous celebration held the night before the wedding, with the bride/groom's family dancing, singing, and carrying a decorated copper vessel called a gagger.
This procession goes through the neighborhood, accompanied by the beat of a dhol, as the family announces the upcoming wedding.
Interestingly while the space has regional entities across the country, there is yet to emerge one with a major footprint.
Indian weddings traditionally being organized by family elders might be one of the major reasons why circumventing the space at scale has not been seen till now.
Garnering trust and expecting future cash flows from a generation which is generally not the best with tech, high on apprehension but spends lavishly at weddings is not an easy problem to solve.
But we live in interesting times, hopeful to see a major disruption in this $130 billion yearly market.
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