Sabyasachi signals shift from opulent weddings to simpler elegance for brides

Photo: Instagram/@bridesofsabyasachi

Sabyasachi Mukherjee, one of India’s most famous bridalwear designers, has announced that the era of grand, extravagant wedding outfits is coming to an end. He says that modern brides are no longer interested in heavy, elaborate bridal dresses, which can weigh up to 17 pounds and cost more than $6,800. Instead, they are choosing simpler, more understated designs.

Sabyasachi, who has dressed some of the most well-known women in India, including billionaire Isha Ambani, believes this is part of a larger trend. People are moving away from flashy, big weddings and are instead focusing on simpler, more elegant celebrations. In a recent interview, he stated, "The wedding industry in India as we know it today is breathing its last."

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The shift in wedding styles is happening alongside the growth of India’s economy. As more people become wealthy, India is becoming one of the fastest-growing luxury markets in the world. The number of people with a net worth of more than $30 million is expected to grow by 50% between 2023 and 2028. At the same time, the number of people aiming for a more luxurious lifestyle is also increasing and is expected to reach 100 million by 2027.

This rise in wealth has created opportunities for businesses. Sabyasachi has noticed a growing interest in "entry-level" saris, which are more affordable. However, the competition in the luxury market is tough, and Mukherjee says it has become a “survival of the fittest” situation. His company is expected to make about $60 million in revenue this year, but the designer is focusing on reaching a wider audience.

Mukherjee is planning to expand his brand. For now, he is looking to open more stores in India before moving into global markets. He is also working on launching new product lines. This includes expanding his jewelry collection, which already makes up about 25% of his revenue and is expected to surpass clothing sales soon. He also plans to introduce perfume and beauty products within the next year. Additionally, Mukherjee has started designing wallpaper and furnishings and hopes to expand into designing homes and hotels.

“I’ve never considered Sabyasachi to be a fashion brand; it’s a lifestyle brand,” he said. He also plans to grow his business through partnerships and collaborations, having already worked with brands like H&M, Starbucks, and Bergdorf Goodman.

The rise of India’s luxury market has caught the attention of some of the country’s wealthiest business leaders. Mukesh Ambani’s Reliance Brands Ltd. has invested in other major Indian fashion labels, such as the ones run by Bollywood stylist Manish Malhotra and designer Ritu Kumar. Kumar Mangalam Birla has also invested in luxury fashion, including buying a 51% stake in Sabyasachi’s brand in 2021.

With such strong backing, Sabyasachi is determined to make his brand a top competitor to European and American luxury brands. "Soon, India will be the biggest, and I want to ride that wave," he said, looking forward to the future growth of his company.