Vichar, vivah, vastra the study of consumer behavior in indian luxury wedding apparel across new, rental, pre-loved and knock-off

In a country like India, where weddings are not just ceremonies but grand social spectacles, the outfits worn by bride and groom symbolises something more than fashion. It symbolises tradition, identity, and family prestige. India’s luxury wedding couture market is an industry that thrives on these cultural factors. There is a transformation but. Sustainable fashion has been on the rise giving the accessibility of rental platforms and Indian consumers are considering alternatives to purchase new and high-end wedding outfits. Today, many Indian consumers have been exploring options such as rental, pre-loved, or even knockoff. While luxury fashion houses like Sabyasachi and Manish Malhotra still have the command over the luxury market, there is a growing market of secondhand and rental versions of their iconic outfits. This capstone project investigates the shifting terrain by examining Indian consumer behavior towards four categories of luxury wedding attire: new, rental, pre-loved, and knockoff. The purpose behind this project is to explore and then analyze the decision making process, the motivation, the preference and perception of Indian consumers while buying luxury wedding attires. This includes a look at how environmental factors, social norms, economic factors, and brand perceptions influence one’s choice. This project also aims to contribute to a better understanding of contemporary Indian wedding consumption practices. Luxury wedding outfits are considered a big part of Indian culture but we do not have enough knowledge as to why people are choosing options lile rentals, pre-loved or knockoffs instead of buying new designer outfits. This lack of understanding is leading to fashion brands, sustainability groups, and marketers to become unsure as to how they can respond to these changing preferences. Indian wedding shopping patterns are changing. Most people used to buy expensive outfits to show their status and wealth. But now, people are also focusing on saving their money, what their peers have to say, the trends, and being environmentally conscious. Still, the luxury market hasn't fully caught up with all the changes. Through this study, we will be looking at things like how important price is to them, how real or fake they think that their outfit would look, whether they care about what others would think about them, and how much sustainability matters to them. Our research mainly revolves around how a person's actions are influenced by their attitude, subjective norms (what their families think of renting), and perceived behavioral control (how easy or difficult it is to access rental services). Another thing is how identity, cultural meaning, and status signaling shape are shaping the purchasing choices. For Indian consumers, wedding apparels are not just about looking good, it is also about belonging and celebration. Our project can also help the fashion brands, sustainability professionals, and marketers in understanding what today’s consumers really want and go for. Brands and designers can use our findings to implement better strategies and offer better products. For those who contribute towards sustainable fashion, this project can help them connect to consumers more effectively.