A t a time when actors Vijay Deverakonda and Rashmika Mandanna showcased gold in all its glory during their much-celebrated wedding festivities, a growing number of young, urban couples are choosing to cut down on expenses related to gold jewellery—in fact, even opting to go without it on their big day. Many are now actively choosing weddings with little to no gold, opting instead for minimal jewellery , alternative metals, or none at all, reflecting not just a style shift, but a broader renegotiation of what weddings are for and who they are actually designed to serve. But what’s driving this change in an Indian wedding market pegged at Rs 10-12 crore, and is it a fad, or a lasting shift? ‘A conscious decision’ For Dr Sreekutty Sunilkumar, 30, who got married in January 2023, the decision came after learning about how dowry expectations, including gold, can lead to serious issues like financial burden, emotional stress, domestic violence, and even suicides.…