In recent years, renting outfits has become a practical solution for wedding expenses. From avoiding the hefty price tags of designer lehengas to skipping the hassle of storing elaborate outfits, renting offers an appealing alternative. Brides can even fulfill their dream of wearing a Sabyasachi creation at a fraction of the cost by turning to trusted rental services.
From designer replicas to authentic couture, rental platforms provide options with the convenience of delivery and pick-up. Services like Flyrobe, Rent a Closet, and Kuro India are making luxury bridal fashion more accessible, especially in major cities like Delhi, Mumbai, and Bengaluru.
Aanchal Saini, CEO of Flyrobe, notes that the rental market in India is rapidly growing due to shifting mindsets and a focus on sustainability. Millennials and Gen Z are particularly drawn to renting, influenced by social media and celebrity culture. Smaller cities like Jaipur, Ludhiana, and even Raipur are catching on, combining their love for grandeur with practical, eco-friendly choices.
Why Brides Are Reluctant
Despite its practicality, renting a wedding lehenga hasn’t yet become a mainstream choice for Indian brides. Social stigma, logistical challenges, and the sentimental value attached to wedding attire often deter brides from choosing this option.
For some, like Bhavya Arora, the suggestion of renting a lehenga was met with disapproval from her family. Others, like Tiasa, struggled to find decent rental options in smaller cities or faced logistical hurdles with time-bound returns. Personalization, a key wedding trend, is also rarely offered with rentals, making them less appealing.
Culturally, a bride’s outfit holds immense emotional significance. The “suhaag ka joda” is not just a garment but a symbol of her wedding day’s memories and emotions. Nisha Kundnani, a luxury wedding stylist, explains, “For Indian brides, their wedding attire is an emotional investment. Many are unwilling to compromise on the vision they’ve cherished for years.”
Growing Acceptance Among Guests
While renting remains less popular among brides, it has gained traction among wedding guests, bridesmaids, and family members. Renting allows them to wear stunning outfits for multiple events without overspending. It’s also a sustainable way to maintain novelty on social media while avoiding the stigma of repeating outfits.
The Road Ahead
Industry experts believe it’s only a matter of time before brides embrace rentals more widely. Aanchal Saini likens the shift to the evolution of international travel—it took time to normalize but eventually became commonplace. The decision to rent or buy ultimately depends on personal priorities: whether to invest in memories through a wedding outfit or allocate funds for other dreams like a lavish honeymoon or a new home.
India’s wedding rental journey may still be unfolding, but the growing emphasis on sustainability and practicality suggests that the tide could turn soon.