Strategic branding key to SL’s success in India’s wedding market: Vandana Mohan

Vandana Mohan, the planner behind Deepika Padukone and Ranveer Singh’s wedding in Italy

• Says Sri Lanka has got it all
• However, highlights critical gap in accessibility to information in Sri Lanka
• Urges SL to craft an enticing campaign to attract Indian couples and wedding planners

Vandana Mohan

By Nishel Fernando

Access to information and strategic branding are pivotal for Sri Lanka to emerge as a premier wedding destination for Indians, according to Vandana Mohan, India’s first female event manager and founder of the Wedding Design Company.

Speaking at the inaugural South Asian Tourism Leadership Forum, held as part of the Colombo Design Festival at Cinnamon Life, Mohan, the wedding planner of Bollywood star couple Deepika Padukone and Raveer Singh, emphasised Sri Lanka’s potential to tap into India’s booming destination wedding market.

“You have location, proximity to India, proximity to the UAE, you have so much happening in terms of your airlines—you’ve got it all,” said Mohan.

However, she highlighted a critical gap in accessibility to information in Sri Lanka.

“I’ve been in the wedding business for 30 years, yet I don’t know what resorts you have or where I can bring my clients,” Mohan noted. She suggested creating platforms such as apps or forums to bridge this gap, enabling wedding planners to easily access information about venues and services.

Destination weddings are becoming a significant trend in India. According to Skift Research, 50 percent of Gen Z Indians and 33 percent of millennials express interest in having a destination wedding. With the Indian destination wedding market valued at approximately US$ 1.9 billion and growing at 13 percent annually, Sri Lanka has the potential to become a major player.

Mohan shared her experiences in Italy, highlighting the ease of doing business there as a key factor in its success as a wedding destination.

“When I first went to Florence for a wedding, the Tourism Bureau provided all the necessary information, coordinated meetings with hotels, and ensured a smooth experience. It was a cakewalk,” she said.

Mohan urged Sri Lanka to craft an enticing campaign to attract Indian couples and wedding planners.

“Build a story. Create a fantasy and immerse clients in your vision. When we present weddings, we make them feel the experience with visuals, sound, and music. Do the same for your country,” she advised.

Instead of relying on traditional outreach to travel agents, Mohan recommended targeting niche operators and specialised markets.

“Let’s not get lost among thousands of travel agents. Focus on niche hotspots and showcase what makes Sri Lanka unique,” she added.

Mohan also stressed the importance of government involvement in positioning Sri Lanka as a wedding destination.
“The government has no choice but to put their money where their mouth is,” she stated.

She pointed out that the middle-class segment in India increasingly views destination weddings as a norm.
“Young couples want curated weddings with fewer guests, avoiding the long lines and extended photo sessions typical of traditional Indian weddings. They prefer unique destinations where they can celebrate within their savings,” she explained.

Mohan cautioned against competing on low prices and instead advised focusing on delivering exceptional experiences.

“Don’t settle for cheap pricing. Sell the exotic and the unknown. People are drawn to what feels exclusive and special,” she said.

She also called for standardised pricing structures for wedding planners.

“Hoteliers need to unify their pricing. If travel agents get great deals, why shouldn’t wedding planners? Weddings are important for your bottom line,” she emphasised.