The renaissance of the wedding photography industry in the past decade

In India, weddings aren't just a celebration, they're part of a booming industry. Here are some numbers for scale: the Indian wedding market is worth a whopping $130 billion. according to Jefferies, dwarfing even the Indian hospital market valued at $98.98 billion in 2023. These staggering figures paint a clear picture: Indian weddings are a deeply cherished tradition fueling a powerful and ever-evolving industry.

Within this, the wedding photography industry holds approximately 3% of the total Indian wedding market, a share that is rapidly increasing. 

Photography plays a  critical role in weddings today. They are a return ticket to memories. 

A decade ago, wedding photography was a relatively modest part of the wedding budget, often overshadowed by expenditures on jewellery, attire, and elaborate décor. However, the past ten years have seen a significant shift in how couples allocate their wedding budgets. 

Today, weddings are more than just a series of rituals; they have become immersive experiences that couples and their families want to remember for a lifetime. This shift in focus has propelled wedding photography and videography to the forefront of wedding planning, making it a central aspect of the celebration.

The Indian wedding industry has undergone a dramatic transformation in the last decade. While the scale and grandeur of weddings have grown overall, the allocation of funds has shifted toward more value-driven elements such as art, food, décor, music, and, significantly, photography. 

Today's weddings are experiential, a celebration of love and togetherness. Couples seek to capture these precious memories, not just for themselves, but for generations to come. Photography has become a cornerstone, a way to relive the emotions, laughter, and tears that make a wedding day so special. 

Photographers are now involved from the very beginning of the wedding planning process, collaborating with couples to bring their visions to life. There is a significant emphasis on planning and direction, ensuring that every moment is captured beautifully.

The financial landscape has shifted too. A WedMeGood reports states that over 70% of couples now contribute to their own weddings, giving them greater decision-making power, a departure from the traditional model where parents funded the event entirely. 

This shift has empowered couples to make more modern and contemporary choices, which has, in turn, influenced the entire wedding industry. Additionally, it is increasingly common for both families to contribute equally to the wedding, which brings more financial resources to the table.

The rise of luxury hotels and properties specifically designed for weddings, coupled with the encouragement from Prime Minister Modi's 'Wed in India' initiative, has further propelled the industry. This has led to the development of new venues across Indian cities, making the domestic wedding market more attractive than ever.

As recently as 2010, wedding photography was fairly traditional, with standardised poses and angles primarily meant for inclusion in albums. The digital revolution, fueled by social media, ignited a demand for candid photography. 

The emergence of the 'candid' wedding photographer, often a friend of the couple with a DSLR, marked the beginning of a new era. Creative artists entered the field, filling a significant gap in the market by offering more authentic, engaging photography. This shift was particularly evident among NRIs who returned to India for their weddings and sought out young photographers to capture their celebrations in a more genuine and immersive way.

Today, many of these young artists have transformed their passion into successful businesses. Wedding photography is no longer just about capturing the event; it is about bringing a vision to life. Couples are more informed and have specific ideas about how they want their weddings documented.

The sheer volume of photographs being taken today, whether on cameras or smartphones, is staggering—more than a trillion photos each year, with over 92% taken on smartphones. This surge in public interest in photography has increased competition, pushing professional photographers to elevate their craft. They must now deliver work that stands out, capturing natural moments with a level of precision and artistry that cannot be replicated on a phone.

Technology has completely revolutionised the photography ecosystem.  

Gone are the days of waiting months for wedding photos. Today, with photo sharing apps and websites employing facial recognition and guest photo uploads, memories can be shared instantly. This ease of sharing, combined with the instant nature of social media, has led to the popularity of same-day edits. 

Clients now expect quick turnaround times for their photos and films, eager to share sneak peeks from their wedding as soon as possible. The timelines for delivering photos and videos have improved significantly, with AI being incorporated into the workflow to expedite selection and editing processes. 

However, it is important to note that while AI assists in these tasks, the human touch remains essential to maintaining the highest quality standards. It's a beautiful marriage of technology and human expertise.

Smartphones have undeniably impacted client expectations. Vertical formats, once considered strange, are now the norm for both photos and videos. The 4x5 ratio for photos and the 9x16 ratio for videos has become widely accepted. 

Wedding films, which were once an add-on, are now a must-have for most couples. Reels and short-format videos serve as teasers for the full wedding film, while platforms like YouTube and Vimeo remain popular for sharing longer trailers and films. Indian music, both Hindi and indie, has gained popularity, and custom-made wedding songs are now a significant trend, with specialized companies offering licensed music for weddings.

We've come a long way, but the journey continues. The Indian wedding industry is constantly evolving, and photography will remain at the heart of it. In a country where weddings are among the most significant celebrations of a person's life, photography will always hold a central place. A wise investment in wedding photography can yield a return far greater than any other aspect of the celebration. After all, a beautifully captured photograph has the power to transform even the simplest setting into a scene of luxury.