Marriage, in Indian culture, is regarded as one of the most important events in a person’s life and it is a significant social institution. In India, a marriage is viewed as a sacrosanct union between a bride and a groom. Even though times have changed and an increasingly large number of people are preferring to find their prospective spouses on their own through their own interactions, many still follow the age old tradition of arranged marriage.
Indian weddings are carnivals in their own right, and mark the beginning of the new chapter in the lives of the bride and groom, as well as that of their respective families through prayer, ritual and vibrant celebrations.
Arranged marriages are the norm in India even today. Some have embraced technology and signed themselves or their children up on matrimonial websites, while others follow the traditional choice of utilising the matrimonial columns in newspapers.
India is a country where a significant chunk of the population still does not have proper access to the internet, while other segments of Indian society lack the know-how and the skills to use websites and online platforms. For them, the newspaper is their only option. It is due to these reasons that newspapers still remain an integral and popular medium for matrimonial advertisements.
Additionally, even though India is a modern, technologically advanced country with a broadminded and tech savvy youth, a large number of people belonging to the older generations still believe in following the traditional practice of finding prospective brides and grooms through matrimonial ads in newspapers.
Newspapers have an extensive reach across the length and breadth of the country, and are a staple of every Indian household. Newspapers are viewed as authentic and reliable sources of not just the latest news from across the country and around the world, but also of a wealth of information on an assortment of topics.
Matrimonial advertisements help to find prospective and eligible brides and grooms on the basis of preferences and requirements of both the person seeking a partner as well as their family. A matrimonial ad in newspaper serves as a medium of searching for the most suitable potential candidate rather than as a medium of advertising.
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