India's PM Modi Urges Citizens to 'Marry in India' Amid Economic Woes

Shubhangi Seth grew up in India with dreams of her perfect wedding on the shores of Italy's enchanting Lake Como, surrounded by mountain peaks and crystal-clear blue waters.

It's where celebrities like George and Amal Clooney exchanged vows.

But as the years went by, Seth, who lives in Mumbai, gradually began to let go of her dream, preferring to hold onto her traditions and culture.

"I just want a traditional wedding rooted in our culture. We want to have it in India," the 29-year-old told CNN.

These words might be music to the ears of Indian Prime Minister Narendra Modi, who has renewed his calls for citizens to refrain from holding weddings abroad, in order to preserve culture and the economy.

Modi said at a recent rally: "The phenomenon of destination weddings abroad is increasing at a rapid pace, but we must realize that it drains a significant amount of foreign currency."

He added: "When it comes to marriage, I don't think there is a more beautiful or sacred destination for us than India."

Modi seeks to preserve foreign exchange reserves to protect the Indian rupee and enhance its resilience against future economic shocks.

These calls are not new, but they have gained greater importance with escalating economic pressures stemming from the war with Iran.

India imports about 90% of its oil and gas needs, a significant portion of which comes from the Middle East.

Rising tensions around the Strait of Hormuz have increased concerns about supply disruptions and higher import costs, adding further pressure on an already weak rupee.

Modi is now urging India's 1.4 billion people to conserve fuel consumption, adopt remote work, and choose domestic tourist destinations.

He also called on Indians, who are among the world's largest consumers of gold, to reduce their gold purchases for a year.

The country imports a large portion of this precious metal, which holds exceptional significance in the South Asian nation.

It is seen as a symbol of good fortune and a means of building generational wealth.

All this comes at a time when the rupee has fallen more than 5% since the war broke out, making it currently the weakest major Asian currency in terms of performance.

Legendary Weddings

India's wedding sector has undergone a radical transformation over the past decade, driven by Bollywood glamour, celebrity culture, and social media-fueled displays.

Today, weddings have become massive, multi-day events, supporting an industry valued at approximately $130 billion, according to a report by the American investment bank Jefferies.

The industry has become India's second-largest consumer sector after food and grocery purchases, and its size is equivalent to double the wedding market in the United States, the report states.

By blending sacred rituals, cultural heritage, and lavish displays, Indian weddings have become a vibrant showcase of India's soft power.

Some weddings have already made global headlines.

In 2024, for example, the wedding of Anant Ambani, the son of India's richest man, turned into an extraordinary mega-celebration spanning between the cities of Jamnagar and Mumbai in the west of the country.

The guest list included a number of prominent names such as the Kardashian sisters, Mark Zuckerberg, and Bill Gates, along with Modi himself, as well as a musical performance by singer Rihanna.

Several years prior, actress Priyanka Chopra celebrated her wedding to singer Nick Jonas in a lavish ceremony held at the majestic Umaid Bhawan Palace in Jodhpur, northwestern India.

Industry insiders confirm that luxury weddings within India are experiencing increasing growth.

Luxury wedding planner Vikramjit Sharma told CNN that many of his clients now prefer to hold their ceremonies within the country, while of course maintaining all the trappings of opulence.

India witnesses between 8 to 10 million weddings annually, according to the Jeffries report.

Sharma, who has been in the industry for 20 years, explained that his team organized about 28 weddings last year, with only three held abroad.

He added: "The number of weddings held in India, their scale, and their average cost have increased very significantly."

Another planner, Monil Shah, told CNN that there is a "clear shift" in couples' preferences towards holding their weddings in India.

'Marry in India' Campaign

Modi, known for his right-wing populist leanings, has built his political image on promises of economic development, self-sufficiency, and fostering national pride, blending Hindu nationalist discourse with ambitious modernization projects.

In 2014, he launched his famous 'Make in India' initiative, aiming to reduce reliance on imports and boost local manufacturing.

About a decade later, he reintroduced the same message to the wedding sector under a new slogan: 'Marry in India.'

Amid economic pressures resulting from the fallout of the war with Iran, Modi appears to be framing everyday life choices, such as reducing fuel consumption and working from home, as patriotic acts.

These calls have drawn criticism from the opposition, which argues that demanding sacrifices from citizens does not address India's deep-seated economic weaknesses.

As for the future bride Seth, she affirmed that her decision to hold her wedding in her homeland is not political.

Seth and her fiancé spent months planning a ceremony that blends her Hindu traditions with his Sikh heritage, and they also do not wish to bear the exorbitant costs associated with lavish destination weddings abroad.

Later this year, the couple will exchange vows in the beautiful city of Jaipur, known as the 'Pink City.'

Seth said: "There is a sense of comfort in India that is hard to find abroad."