In recent years, dress rental has emerged as a practical solution to many wedding problems. Don’t you want to spend a lot of money on bulky bridal dresses? You can rent them! Are you worried about keeping a heavy lehenga after the wedding, knowing that you will rarely wear it again? Renting is the answer! Have you always wanted to be a Sabyasachi bride but the budget didn’t allow it? Check out a reputable rental store, and you can get it from there at a fraction of the price.

From designer replicas to authentic couture creations, you can rent your dream bridal dress with the convenience of free delivery and pick-up – especially if you’re in a tier-1 city. There are physical stores and online portals providing wedding rental services all over the country.

Players like Flyrobe, Rent a Closet and Kuro India, along with physical rental stores, have given ‘renting’ a new form of acceptance and made it easily accessible.

“The wedding dress rental market in India is growing rapidly, thanks to the changing mindset and greater emphasis on sustainability. Recognizing the practicality of wearing exquisite designer lehengas at a fraction of the purchase cost, brides are increasingly turning to renting their wedding dresses,” explains Aanchal Saini, CEO of Flyrobe. India Today,

Experts say India is embracing the wedding rental trend well, especially among millennials and Gen Z, who are more open to alternative ownership models. This change has become more common due to the influence of social media and influencers.

While Delhi, Mumbai and Bengaluru have been early adopters of the rental trend, Jaipur, Ludhiana and Hyderabad are also fast joining the bandwagon.

“Interestingly, smaller cities like Raipur have shown exceptionally positive response. There is a strong appetite for grand weddings in these cities coupled with a growing awareness of sustainable and cost-effective options, making them ideal markets for rentals,” shares Saini.

Celebrity weddings also play a role, inspiring many couples to take their celebrations to picturesque locations like Udaipur, Goa and Kerala. High demand for rentals is also seen in these cities.

“Renting allows couples to recreate the same grandeur (of destination weddings) while maintaining financial and environmental sustainability,” says Saini.

Celebrity fashion stylist and costume designer Divyak D’Souza considers renting as a great option to save money.

“Couture, especially bridal wear, is extremely expensive, so choosing to rent rather than buy can cut costs significantly. In addition to financial savings, rental can be seen as a sustainable option, especially for clothing that is typically worn only once. It also eliminates the need for long-term maintenance, storage and regular dry cleaning that comes with wearing such a dress,” explains Divyak D’Souza. India Today,

What stops Indian brides?

Practical, durable and hassle-free, renting a wedding lehenga sounds perfect in theory. Still, it is far from becoming a mainstream choice among Indian brides.

For example, when Bhavya Arora, a Delhi-based marketing professional, suggested renting a designer lehenga for her wedding celebrations, both her family and in-laws objected to her.

Recent years have seen a rise in pre-loved luxury fashion in India, yet renting is still looked down upon by many – especially when it is for a sacred event like a wedding.

Daisy (name changed upon request), on the other hand, found it challenging to find good designs. Additionally, no scope for personalization – a huge wedding fashion trend – was another turn off for her.

However, Delhi-based journalist Tiasa did not find any good option in her hometown Siliguri. The hassle of carrying a rented lehenga from Delhi to her hometown and then ultimately returning it within a limited time period meant significant logistical challenges.

“Somewhere, the thought of people talking behind my back about my decision to rent instead of buying also crossed my mind. People my age and those who are digitally literate can understand, but elders often don’t,” she says.

An Indian bride’s wedding dress not only carries loads of craftsmanship but also deep emotions. The ‘suhaag ka joda’ holds immense sentimental value, which is another reason why brides avoid renting a wedding lehenga.

“For our brides, spending on wedding dresses is an investment of their feelings and emotions, just like the wedding itself. There is no way any bride should compromise her vision for herself. What a bride wears on her wedding day is extremely important and has a lot of emotional significance for the bride,” says Nisha Kundnani of Bridelon, a luxury wedding stylist and personal shopper.

“Just five years ago, not even 1 per cent of Indian designers’ customers would spend on a lehenga worth Rs 10 or Rs 15 lakh. That range is now an average and very well accepted range of Indian designers. The average spend on wedding lehengas has also become so high because of the desirability and aspirational value, simply because the demand is so high that it is also creating counter parallels to other methods of rental and acquisition,” says Nisha Kundnani, who closely follows the trend. Telly works with Indian brides across the world to enhance their wedding looks.

Rental – a popular option among wedding guests

Currently, dress rentals are a big hit among wedding guests including bridesmaids, groom’s sisters and the bride’s mother. For many people, it is not possible to buy or have a new outfit tailored for every family or friend’s wedding. People with keen interest in fashion often rush to designer rental shops to find outfits that will make them look great without putting too much of a burden on their pockets. Additionally, the novelty has also been maintained in the Instagram grid – for those who still hate repeating outfits.

“Renting wedding dresses does not yet appear to be a major choice among brides and grooms, especially in India, where weddings are extremely emotional and culturally significant events. However, rental fashion is gaining popularity among wedding guests and family members, who may attend multiple events and prefer cost-effective and practical wardrobe solutions,” says Divyak.

Leaders in the rental business believe that it will take time for brides to rent a dress for their big day.

“Think about international travel – it used to be a big deal a decade ago, and now it’s just another escape. Similarly, the world’s perspective on rental clothing has evolved, but travel to India is still catching up,” says Aanchal Saini.

“Globally, tuxedo rentals often exceed purchases – especially in places like Europe. India’s story is still unfolding,” she adds.

Ultimately, the decision to rent or buy a wedding dress comes down to personal preferences. Some people may prefer to spend more on a lavish honeymoon or their first home, while others may value sentimentality, making their wedding dress a non-negotiable part of their special day.