Is the new normal driving sustainability: evidence from Indian wedding industry
by Rabi Narayan Kar; Kusha Tiwari
International Journal of Innovation and Sustainable Development (IJISD), Vol. 18, No. 1/2, 2024

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.

Online publication date: Sun, 03-Dec-2023

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Innovation and Sustainable Development (IJISD):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com