Weddings in India have always been more than just a celebration of love and union. More often than not, they are a picture of culture, tradition, and wealth all rolled up into one extravagant affair. But when a viral video captures a groom’s family in Uttar Pradesh showering Rs 20 lakh in cash only for villagers to scramble and collect, it stirs a mix of awe, amusement, and concern. One may wonder if this is a harmless display of wealth or a concerning sign of societal pressure and misaligned financial priorities.
A Shower Of Cash And Criticism
The viral video of this family rising in Siddharthanagar district shows Rs 100, Rs 200, and Rs 500 notes raining from rooftops and a JCB machine. Because of the chaos it created, the incident has triggered a flurry of reactions. The wedding of Afzaal and Armaan in Devalhawa village soon turned into a spectacle, but not everyone was impressed.
Is This ‘Ambani Effect’?
The extravagant Ambani wedding that took place earlier this year set new benchmarks. The wedding of Radhika Merchant (now appearing as Radhika Ambani) and Anant Ambani featured international stars, designer couture, and a no-holds-barred celebration spanning for days. For ordinary Indias, even a fraction of such extravagance remains an unattainable dream. However, the aspiration to have a lavish wedding prevails.
A recent report by Bank Bazaar titled ‘All-India Aspiration Index’ finds that the desire for grand weddings is more visible in non-metro cities of India where traditional expectations still remain strong. The video from the Siddharthnagar district of Uttar Pradesh presents a prime and latest example.
However, the gap between aspiration and reality is also wider in these areas, contrasting with cultural aspirations and financial realities. Meaning, though most young Indians desire a lavish wedding, they are acutely aware of the financial strain it would have on their budget.
Like a wave, societal expectations around weddings are climbing faster than most incomes. The report reveals that 52 per cent of Indians cite high living costs, 48 per cent family responsibilities, and 45 per cent limited savings as barriers to achieving their grand wedding aspirations.
While the dream persists, it is increasingly out of reach for many. This also raises a question on such displays of wealth - be it Ambani-level opulence or a small-town family’s 20-lakh splash - fuel unhealthy expectations for those trying to keep up.
Can Weddings Pull You Into Debt-Traps?
The choice of taking wedding loans among Gen Z and Millennials adds another layer to this conversation. According to the latest IndiaLends Wedding Spends Report, 26 per cent of self-funded couples opted for personal loans, with 68 per cent borrowing amounts between Rs 1 lakh and Rs 5 lakh.
Such a trend, often driven by aspirations for social media-worthy ceremonies, leads to financial stress early in your married life.
Says Abhishek Kumar, a Sebi-registered investment advisor, “We have seen families take on significant debt to fund weddings, which leads to cutting back on essential needs or falling into long-term financial traps. While weddings are about sharing happiness, they shouldn’t come at the cost of financial despair.”
Behavioral Finance Behind Wedding Spends
Behavioral finance suggests that humans, as social animals, tend to overspend to show status or fit into aspirational groups they look up to. Those who are easily influenced would look up to lavish weddings of the wealthy and unknowingly fall into pressure. But as Kumar states, Mukesh Ambani’s wedding expenses for his son represented only 0.5 per cent of his net worth. For a middle-class family, spending even a fraction of their wealth on a wedding might jeopardise their financial security.
The broader economic impact? An increase in short-term consumption at the cost of long-term investment potentially derails household finances.
Where Do We Go From Here?
Weddings are supposed to be a deeply personal affair, but they are also a communal affair in India. It can be a joyous celebration without breaking the bank. The key lies in knowing your priorities and acting with financial prudence.
As the video of flying cash in UP continues to spark debates, it also serves as a timely reminder for us: weddings should be about love and commitment, not a competition to outspend.
