How south Asia’s bridal industry built a WhatsApp empire

Diaspora families typically travel to the region each year for wedding shopping. But the pandemic has changed everything

Once a year, between December and February, brides-to-be and their families from all over the the US and Europe flock to India and Pakistan to escape the cold, wintry weather, visit family and, perhaps most importantly, shop for wedding outfits.

Designers and retailers prepare for the influx of non-residential Indians, or NRIs, by setting up sales, pop-up events or previews of their upcoming lines of lehenga cholis, anarkali and saris.