Why Only ‘Dulhe Ki Barat’; Now There Is ‘Dulhan Ki Barat’ Too
In an exclusive interview, Vikaas Gutgutia, the visionary founder and Managing Director of Ferns N Petals (FNP), delves into the remarkable journey of the company and the ever-evolving landscape of the wedding industry. From the rise of intimate weddings to the resurgence of NRIs choosing India as their wedding destination, and the unique factors that set FNP Signature apart, Gutgutia shares his valuable insights and ambitious plans for the future, including FNP's global expansion and a forthcoming public offering.
Excerpts
What notable developments have occurred at FNP (Ferns N Petals) in the past year?
Over the past 12 months, FNP has expanded its focus on weddings, particularly in the realm of destination weddings, which was not a primary focus previously. Additionally, we've ventured into the food industry, specifically catering for weddings. These two additions to our existing portfolio are part of our new initiative known as Shaadi Central. We're actively organising and overseeing numerous destination weddings this year, offering end-to-end services from inception to planning and curation.
What factors do couples typically consider when choosing between domestic and international destinations for their destination wedding, and how does the season affect these choices?
See destination wedding means a wedding outside your house, it can be a small resort nearby, it can be a palace in Udaipur or a wedding overseas. It depends entirely on the choice of the bride and the bridegroom, the family and also the budget and the time of the year you are getting married, because it has to be weather-friendly.
So for example, if you are looking at winter weddings, Goa, Jaipur, Dubai, you know, they sound more exciting because they are very pleasant and beautiful during that time. If it is summer, then you go to the hills, you go to Europe, you know, that's what you enjoy most. So the whole wedding season is divided between summer and winter, and accordingly the destinations.
What are some of the most popular destinations for destination weddings in India?
When it comes to destination weddings in India, there are several popular destinations to consider. One of the top choices for destination weddings in India is Rajasthan. The state offers a wide range of venues to suit different budgets, from Jaipur to Udaipur. Whether you are planning an extravagant affair or a more intimate gathering, Rajasthan has options for all.
Another popular destination is Goa, which is known for its beautiful beaches and vibrant atmosphere, making it a fantastic backdrop for a wedding. Destination weddings typically host around 200 to 300 guests, with budgets varying from Rs 25,000 per person to a couple of lakhs per person.
Couples from smaller towns in India are also spending big on destination weddings. In metropolitan cities, local weddings in hotels or other venues within the city are also common. While these may not involve taking guests to an entirely different destination, they are sometimes referred to as destination weddings since they are not held at the couple's home.
What sets FNP Signature apart in the destination wedding market?
Three things, first of all, we are the oldest and the biggest. When I started the wedding business, the wedding was not even called an industry. The first destination wedding happened in front of my eyes, I have been part of this whole process from day one.
Number two, we have participated in every aspect of the wedding. From a florist to a decorator to a hotelier and even to an event company, we know every aspect of a wedding very minutely and most of the wedding companies that are mushrooming cannot curate it like we do.
Thirdly, I think weddings are also about trust. So FNP as a brand is a very trustworthy and respected brand. So people know that at FNP you will get value for money and you will be serviced well.
What are the big challenges in this sector?
I think there are 2-3 hurdles or requirements which will probably help the wedding industry here grow to its full potential. First, it's still an unorganised business, so I think the government should intervene and should have a wedding mantralaya in place, like they have a mantralaya for textiles, for railway etc. This can help make the wedding business more organised.
Secondly, in terms of destinations, the tourism department can do a lot. There are a lot of beautiful destinations which can be promoted through tourism, which can ultimately become the hub for destination weddings from all over the world.
I mean, Udaipur used to have no weddings. Today, in the wedding season, Udaipur is booked for the next three years. There are hundreds of such locations available around the country, which can be developed and promoted.
Number three, I think the government should also look at some tax rebate or some kind of incentive for people to come into the mainstream so that the whole thing becomes transparent.
Overall, it's the government which has to intervene for any industry to grow beyond a point.
What are the latest trends in the wedding space?
I think weddings are a dream for every couple and everybody has their own way of looking at weddings. One thing that is definitely getting more popular is that people are very happy with intimate weddings. Nowadays, couples don't want too many guests on the list. They want an intimate wedding with close friends and family.
Also, couples like to experiment. Like why only ‘dulhe ki barat’; now there is ‘dulhan ki barat’ too. So the gender conversation is coming to modern weddings.
What trends are emerging among NRIs (non-resident Indians) in terms of their preferences for wedding destinations? Are they showing a renewed interest in India?
See, I think there is a good share of all the destinations, but yes, people come back to India to get married and starting from December 15 to January 15, we call it the NRI wedding season, and thousands of such weddings take place each year.
When you look back at your journey, what will you call your top learnings?
When it comes to flowers and weddings, you cannot always be black and white, you have to be illogically logical.
My second big learning is that things don't happen overnight. Patience is vital. You have to keep persisting and then ultimately you see things happening.
Another big learning is that you have to think out of the box and you have to take risks. You cannot be doing good business in a comfort zone. Difficulties are where the opportunities are.
Globally, where does India rank in the wedding market, and how do Indian weddings' budgets compare to those in America, Europe, and China?
There is no comparison whatsoever. When it comes to weddings, I think the kind of money we spend in India, and that's the reason Indian weddings are called the big fat Indian wedding, no other country or community comes close to it.
So, if you start ranking the other countries in terms of wedding spending, you probably have India from 1 to 9.
What is your vision for FNP?
We want to have our presence in at least 10-12 new countries by 2025. We will probably be getting into a new country every three months now.
We have got very ambitious plans for our gifting division too. When it comes to weddings, we are moving more towards wedding hotels now. We have a hotel brand called Udman and we are expanding that brand as a wedding destination brand, in the next five years we should have around 100 hotels. And finally, something which is my big dream too, by 2025 FNP will go public.
