Nikunj's Wedding and a Business Idea

Over the last weekend, AVF Associate Nikunj married Chandni in a beautiful and intimate ceremony that took place in Vapi. The newly-wed couple looked like they were made for each other and I wish them the best for their married life together!

A bunch of us from Artha attended the nuptials, witnessed many memorable moments and made some amazing memories that included dancing on the streets of Vapi.

One of the things that struck me during the wedding was the omnipresence of the camera crew during the ceremonies and many other moments. Since they were right in the front, they got the best view of everything that was going on. It caused the people behind them to strain their necks just to get a glimpse or end up with a partial view of what was going on.

The obstruction caused by the camera crew who were capturing moments for future viewing actually took away more from the moment than their work could deliver in the future, because:

  1. There was no way that the camera crew could have covered all the angles
  2. 99% of the people that attended the wedding won’t be watching the wedding video. In fact, many of them were trying to capture the moments on their own cameras!

Camera crews are present at almost all Indian weddings and corporate events. The 3-4-person teams usually charge up to 25-30K per day which shows that there is a large enough budget. I do not need to establish the number of weddings or events that take place in a country of 1.2 billion people that have such video crews – so there is a sizeable market to figure out a better solution for!  

Nowadays, everyone owns a smartphone with a decent camera. Hence, it could be a good idea to find a way to aggregate the photos, classify them based on time and place, curate the best ones and eliminate duplicates to provide a wholesome view of the event.

This collaborative project would lead to an amazing collection of some of the never-before-captured moments. It will also give the guests a feeling of having added a personal touch to the special moment of the bride and groom. Quite a power pull. Lastly, it would ensure that all attendees get a full view of every moment of the event.

I did a simple Google search to see if there were any companies working in this area and I found a list of companies curated by Shutterfly but none of them were building it for the Indian audience… maybe it’s time someone did!


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  1. Dear Mr Damani,
    Great thought and sharing of experience, it is a matter of research. In fact aggregating the samples can be helpful in B2B events where a lot being spent in terms of time and money.
    I am your new follower and read a couple of blogs, found it interesting & significant relevance.

    • Thank you for following my blog Ramesh!

  2. We built exactly similar product and wanted to leverage AR/VR to create an event experience but after some market study, we realized that there wasnt as much customer willingness for this sort of app (Of course, we targeted the event owner – eg., the couple getting married etc., for paying). Also, probably we were too early in the market as we did this in 2017.

    • AR/VR is still quite early for India today but a photo/video product that evolves into an AR/VR product cannot be ruled out!

  3. There are #Tags which are used during the weddings which has all images that are uploaded on the the social media. Event managers have used these #Tags to collate all images which anyone has clicked in your wedding which photographers might have not captured.

    • Pratik.. it does make sense. How does one aggregate this with the requirement of an event manager?

      • The event manager keeps a tab or creates the same #Tag. For example #XYZWedding. When i click an image I shall upload it on instagram with #XYZWedding. Now the event manager filters it with this #Tag and collated all the images together. Once it is done the client can select images that they want. or there is an website which has all the images on it. Anyone and everyone can view the images who knows about the website.
        If you still have a difficulty to understand shall explain you over the call…

      • If I encouraged everyone to take 10 pictures per day (on average) of 2 day wedding and assuming a modest 300 person wedding it means that there would be at least 6000 pictures to go through for the bride and groom which is a daunting task or the event manager would need to keep a person full time to ensure that the images uploaded are of a certain quality = more cost.
        If each person clicked 5 videos of 2-5 minutes it means there would
        300 x 5 x 3 min x 2 = 9000 minutes of video to sift through. Who would have the time to go through all of it?
        To expect all of this to take place without AI and gamification would be quite an onerous responsibility… for an event manager or the hosts.
        What you’ve described a good fix but it does part of the job and does not offer a complete solution.

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