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Is the new normal driving sustainability: evidence from Indian wedding industry

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  • Rabi Narayan Kar
  • Kusha Tiwari

Abstract

This paper highlights the industrialisation of weddings in India which is in contradiction with the importance given to the marital union in Indian culture and tradition. Weddings of late in India are not just extravagant celebrations, they are also the sites of wasteful expenditure, conspicuous consumption and exhibition of wealth. The overindulgence and ostentatious expenditures are reflective of the utter disregard for teachings and wisdom of Indian knowledge system. The pan-Indian patterns of hyper-consumerism pose challenges to sustainability and ethical living. By applying qualitative research methods, the paper has explored the impact of Covid-19 on the Indian wedding industry and initiated a dialogue around a more permanent shift towards curbing conspicuous consumption and conspicuous waste that the weddings have come to symbolise lately. The findings indicate towards the proposition that the new normal phenomenon is driving towards curbing wastefulness and promoting sustainable living which has a strong foundational footing in ancient Indian value system and culture.

Suggested Citation

  • Rabi Narayan Kar & Kusha Tiwari, 2024. "Is the new normal driving sustainability: evidence from Indian wedding industry," International Journal of Innovation and Sustainable Development, Inderscience Enterprises Ltd, vol. 18(1/2), pages 91-105.
    • Handle: RePEc:ids:ijisde:v:18:y:2024:i:1/2:p:91-105
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