Nowadays, when weddings are synonymous to lavish spending on expensive clothes, jewellery, feasts and parties, here is a role model for the entire society.
Following a brief romance, film director Aashiq Abu and South Indian actress Rima Kallingal will enter wedlock on Nov 1st, 2013. In the presence of family and close friends, the couple are set to register their marriage at a Registrar Office in Cochin, the commercial capital of Kerala in India.
The couple has pledged to donate the entire money that had been earmarked for their wedding expenses for the treatment expenses of poor cancer patients at General Hospital, a government-run hospiatl in Cochin.
Rima Kallingal, an Indian model and film actress, predominantly appears in Malayalam cinema. After being named First Runner Up in the Miss Kerala 2008 beauty pageant, she went to pursue a career in acting.
South Indian film director, producer and ad film maker Aashiq Abu has directed several feature films in Malayalam. His movie Salt ‘N Pepper won him the Best Director and/or Popular Director awards on various stages besides the prestigious Kerala State Film Award for Best Popular Film.
Presently, India is home to nearly 1.25 billion people and around 12,000 weddings take place in a day, coming to about 10 million marriages in a year. Total purchase of gold falls between 300 and 400 tons annually.
The average Indian spends a staggering one-fifth of the wealth accumulated in his lifetime on a son or daughter’s wedding, second only to the investment made in the family home, according to Alex Kuruvilla, president of Condé Nast India.
A traditional desire for upwards social mobility and a rapidly developing economy combined with hundreds of millions of newly affluent consumers entering the market makes India’s wedding business estimated to be worth $38 billion a year, according to figures provided to BoF by Condé Nast India.
In India, one of the largest wedding markets in the world, this story comes as a refreshing change and, hopefully, an example for future brides and grooms.
May the couple be blessed for this noble gesture. We wish them all the best!