Gaps in Current Research
Gap 1: Sudden Delays That Cannot Be Planned
Research explains that delays happen when schedules are not properly matched and tasks depend on each other (Shone & Parry, 2013; Allen et al., 2011). However, most of these studies are based on events that follow fixed and predictable schedules. In Indian weddings there are many variables that can change plans unexpectedly; rituals may extend, weather changes, guests may arrive late, or families may change their minds at the last moment. At present, there is very little research that clearly explains how planners should manage such unexpected, real-time changes in emotional and ritual-based weddings. This makes time control one of the weakest areas in current wedding planning research.
Gap 2: Decisions Made by the Whole Family, Not One Person
Most decision-making theories, including choice overload, are based on how one person makes decisions (Iyengar & Lepper, 2000). but in Indian weddings decisions are made by entire families, not just the couple. Emotional pressure, respect for elders, and cultural expectations often create tension and conflicts during planning. Very little research clearly explains how this group-based emotional decision-making affects wedding planning and execution. Because of this gap, many planning problems are still treated as technical issues, even though they are often rooted in family emotions and conflicts.
Future Direction of Amoriah
Short-Term: Deepening the Website & Digital Framework
The immediate next step for Amoriah is to develop the website into a more interactive process-based platform. Each stage of the Amoriah Process will be converted into dedicated digital sections and functional buttons such as inquiry booking, concept approvals, timeline tracking, and decision documentation. The goal is to transform the current concept-based website into a semi-functional planning interface that visually demonstrates how clients move through the Amoriah system. This phase focuses on clarity, transparency, and strengthening the client’s understanding of how the process actually works.
Mid-Term: From Creative House to Full Production House
Once the creative and coordination model is stabilized, Amoriah will begin internalizing production resources instead of relying only on outsourced vendors. This includes in-house ownership or exclusive control of lighting, truss, sound, and stage production systems. Building in-house production allows greater creative freedom, stronger quality control, faster execution, and reduced dependency on external vendors. At this stage, the focus will also be on gathering consistent clients, developing long-term vendor relationships, and stabilizing revenue through repeat luxury wedding engagements.
Long-Term: Expansion Through Branch Offices
After establishing a stable base in Pune, Amoriah’s long-term growth will follow a branch-based expansion model, starting with Mumbai and later Delhi. These cities represent high-demand luxury wedding markets and provide access to premium venues, vendors, and clientele. Each branch will operate under the same Amoriah design and operational framework while adapting to local cultural and logistical factors. Over time, this multi-city presence will allow Amoriah to become a nationally recognized luxury wedding creative and production house.