Tata Institute of Social Sciences' associate professor and Centre for Human Ecology chairperson Sujata Sriram said: "Today, marriage is increasingly driven by a desire for companionship and emotional support. Grooming is also catching on in India, as men are becoming increasingly metrosexual."
She added: "There is a higher willingness to spend on looking good and this is evident with the rise of male aesthetics in India which can also be seen across film, literature and entertainment."
The survey covered Mumbai, Nagpur, New Delhi, Bangalore, Hyderabad, Ahmedabad, Surat, Chennai, Kanpur and Ludhiana in malls/markets frequented by people for wedding preparations.