DEPARTMENT JUSTIFICATION TABLE

Department	Why This Department Exists in Amoriah	Theoretical Backing
Design & Decor	Indian weddings are deeply visual and symbolic. This department exists to control the emotional and aesthetic narrative of the wedding and avoid random, conflicting design decisions by multiple family members. A dedicated design unit ensures visual consistency and reduces emotional decision overload.	Choice overload and emotional decision fatigue increase stress when too many aesthetic options are presented without structure (Iyengar & Lepper, 2000).
Event Flow & Production	Multi-day Indian weddings require synchronized sequencing of rituals, setup, dismantling, and transitions. Without a production-focused unit, rituals overrun and technical delays cascade. This department exists to maintain strict operational control during execution.	Event operations theory emphasizes synchronized timelines and live production supervision to prevent cascading delays (Shone & Parry, 2013; Allen et al., 2011).
Hospitality & Guest Management	Large Indian weddings involve guest movement, transport, accommodation, and comfort. A dedicated hospitality department ensures guest experience remains smooth while families focus on rituals and emotions.	Stakeholder theory highlights that guest experience is a primary stakeholder outcome in planned events (Getz, 2012).
Vendor & Communication Management	Indian weddings involve multiple independent vendors working in parallel. Without centralized communication, errors and conflicts arise. This department exists to act as the single source of truth.	Event management research identifies fragmented vendor communication as a primary cause of operational failure (Allen et al., 2011).

5-STAGE AMORIAH PROCESS

Stage	Stage Meaning in Amoriah	Theory That Supports It
1. Listen	Deep conversation with the couple first to understand emotional meaning before involving families, preventing early opinion overload.	User-centered design and emotional design theory emphasize starting with core user intent (Getz, 2012).
2. Imagine	Creative therapy sessions and visual inspiration are used to translate emotions into structured concepts rather than abstract ideas.	Co-creation and guided ideation reduce cognitive overload and improve satisfaction (Iyengar & Lepper, 2000).
3. Decide	All choices are locked using the Decision Dashboard, preventing late changes and confusion.	Centralized decision systems reduce communication breakdown and last-minute conflict (Allen et al., 2011).
4. Create	Dual-manager execution system supervises production and live event coordination simultaneously.	Dual-control execution models are recommended for complex live environments (Shone & Parry, 2013).
5. Relive	Post-event emotional reinforcement through memory capsules, anniversary recalls, and storytelling.	Experience economy theory emphasizes post-event memory as part of the service value (Getz, 2012).

Journey Step	What Happens in Amoriah	Theoretical Support
Inquiry	Initial emotional intent is captured before logistics.	Service design theory prioritizes emotional framing in early touchpoints (Getz, 2012).
Discovery Meeting	Expectations, fears, and family structure are identified.	Stakeholder mapping reduces later role conflict (Allen et al., 2011).
Creative Therapy Session	Guided emotional visualization replaces chaotic idea sharing.	Cognitive load theory + choice reduction (Iyengar & Lepper, 2000).
Concept Reveal	Limited, curated creative directions are presented.	Curated decision frameworks improve satisfaction (Iyengar & Lepper, 2000).
Decision Dashboard	All changes, visuals, and approvals are documented.	Central documentation prevents miscommunication (Allen et al., 2011).
Execution Week	Dual managers supervise ritual flow + production setup.	Real-time operational control prevents cascading delays (Shone & Parry, 2013).
Relive	Emotional memory reinforcement after the wedding.	Experience memory theory in event studies (Getz, 2012).