Wedding celebrations in rural and semi-urban areas of India are being affected by persistent inflation. The rising prices of essential items are causing a decline in demand for traditional wedding items like gold jewellery and household appliances. The inflationary pressures are putting a strain on the budgets of households, particularly those with lower to mid-level incomes. Sales of jewellery, household appliances remain flat during wedding season even as people turn to gifting cash in rural, semi-urban markets.