In the space of 25 years, Sabyasachi Mukherjee has built a solid reputation in luxury Indian wedding attire. However, Indian women are now moving away from the opulence of yesterday in favor of a more understated look. This paradigm shift is forcing the Kolkata-based designer to rethink his designs and develop a new range that is just as chic but focuses on versatility.
While in France, six out of ten weddings take place in the summer, in India, the season is split between May and June and November and February.
The subcontinent offers the world’s largest wedding market, estimated at $130 million. It is also the country that organizes the most weddings in the world (between 8 and 10 million per year, or 25% of the total number of weddings worldwide). This figure compares to 2 million in the United States and 8 million in China.
For a long time, the ceremonies were financed by the parents of the bride and groom and gave rise to sumptuous celebrations lasting several days and inviting up to 1,000 guests.
Today, this format of XXL weddings is becoming less common, with couples opting for more intimate formats and women moving towards more contemporary and less elaborate outfits than their elders. However, while the number of guests has declined since COVID, spending remains steady.
It is in this context that Sabyasachi Mukherjee, the king of wedding dresses in India, is operating, 25 years after founding his eponymous brand, with a shift towards ready-to-wear and jewelry.
With a target of $60 million in sales this year, he is now looking to expand his empire and rejuvenate his image and, with it, his clientele.
Lehengas questioned
The traditional Indian lehenga, a long, embroidered, pleated skirt, has long been, along with the high-necked sari blouse, the core business of Sabyasachi Mukherjee and the essential outfit for brides in India.
These outfits could weigh up to 17 kilos and cost $6,800 each from the famous designer, who has dressed the whole of Bollywood, from Deepika Padukone to Katrina Kaif and Alia Bhatt.
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Read also > [Luxus Magazine] Anant Ambani and Radhika Merchant’s pre-wedding celebrations: a lavish extravaganza
Featured photo: Sabyasachi
