The Problem

Studies in event management note that multi-stakeholder events with high emotional value often suffer from overwhelming decision-making, communication breakdowns, and unstable timelines (Allen et al., Festival & Event Management, 2022).
Indian weddings, being multi-day and family-centered, naturally magnify these issues due to the involvement of extended relatives, cultural expectations, and numerous vendors.

Industry reports also show that wedding clients experience “choice overload,” which reduces satisfaction and increases stress (Iyengar & Lepper, Journal of Personality and Social Psychology, 2000).

1. Decision Fatigue

Indian weddings are built around hundreds of decisions — colours, rituals, décor, outfits, menus, and themes — each influenced by culture and emotion. With multiple family members contributing, preferences often clash and choices multiply. Research on choice overload shows that too many options can reduce clarity and increase stress, which matches what families experience during wedding planning (Iyengar & Lepper, 2000). In the Indian wedding context, this volume of decision-making often becomes overwhelming and emotionally exhausting for everyone involved.

2. Miscommunication

Large weddings depend on coordination between several independent groups — vendors, relatives, planners, production crews, and hospitality teams. When updates move through informal channels like WhatsApp, verbal instructions, or family intermediaries, messages get lost or interpreted differently. Event management literature notes that multi-team events commonly suffer from communication gaps unless roles and updates are centralized (Allen et al., 2011). In Indian weddings, where vendors often work separately and families make parallel decisions, these gaps create misunderstandings, last-minute confusion, and unnecessary stress.

3. Time Mismanagement

Indian weddings follow tightly interlinked schedules — rituals, décor setup, photography, food service, and guest movement all depend on each other. When one segment runs late, everything else is pushed back. Event management research explains that time overruns often occur in multi-stage events when teams work without synchronized timelines (Allen et al., 2011). Since many Indian rituals are flexible in timing and guests follow social rather than strict schedules, these delays build up quickly, making the event feel rushed, chaotic, or disorganized.

The Solution

Solution Component	What It Does	Which Problem It Solves
Guided 5-Stage Process	A clear and structured journey — Listen → Imagine → Decide → Create → Relive — that reduces overwhelm and gives clarity at every step.	Decision Fatigue (fewer choices at once) + Time Mismanagement (clear sequence + flow)
Decision Dashboard	One organized document where all decisions, updates, choices, colour palettes, themes, and vendor information stay in one place.	Decision Fatigue (curated options) + Miscommunication (centralized updates)
Departments Working in Sync	Design, Production, Hospitality, and Vendor Communication teams align so nothing overlaps or gets missed during planning and execution.	Miscommunication (single communication channel) + Time Mismanagement (teams coordinated)
Emotional + Structural Balance	We blend heartfelt design (co-creation, mood boards) with strict structure (timelines, change logs, briefings). This keeps creativity flowing without chaos.	Decision Fatigue (guided creativity) + Time Mismanagement (organized planning)

The Amoriah solution is developed as an interconnected system, not as a collection of separate tools, as the issues it targets to solve in Indian wedding planning; decision fatigue, miscommunication, and time mismanagement are closely intertwined. This system is a phased planning system that intentionally slows down and organizes decision making. Literature on choice overload has demonstrated clearly that if multiple options are given, then the stress levels rise and their satisfaction levels fall (Iyengar & Lepper, 2000). Amoriah tries to make their clients feel their way through the process instead of overloading them with all the information at once which leads to confusion, thus giving the process clarity and control.

According to event management theory, big events always tend to fail when the communication moves through informal channels and through multiple intermediaries (Allen et al., 2011). Hence, Amoriah came up with centralized documentation in its decision and coordination systems. It is particularly relevant in the context of Indian weddings where there are multiple independent vendors and families organize their vendors by communicating randomly, which often results in misunderstandings and last minute adjustments. Through centralizing all the decisions, updates, and approvals under one structured system, Amoriah eliminates ambiguity about operations across all stakeholders.

This structure is further reinforced by the synchronization of departments within Amoriah. The point of event studies is that planned events exist in intricate stakeholder ecosystems and must be effectively coordinated in terms of functional separation to prevent overlap and conflict (Getz, 2012). When design, production, hospitality and vendor communication are not coordinated, small slipups could easily be compounded into big setbacks. So, Amoriah’s synchronized departmental model helps prevent fragmentation by coordinating creative intent, guest experience, and technical execution instead of allowing them to operate separately.
Finally, Amoriah’s emotional-structural balance ensures that creativity is never suppressed by control, nor does emotion overpower execution. Although weddings are emotional moments, unorganized creativity creates continuous last minute changes, late approvals, and work pressure. The event operations research proves that there must be strict schedules, briefing systems, and change controls to ensure the stability of live events (Shone & Parry, 2013; Allen et al., 2011). Using co-creation and mood-based design together with formal documentation, clients feel involved without compromising timeline integrity and execution quality. By doing so, the solution does not simply arrange a wedding, it transforms the whole decision and communication context within which the wedding is to be planned and executed.

Existing Solutions 

The existing theory of event management tells us that most of the big-scale events are managed using structured timelines, centralized communication systems, and defined operational roles. Professional planning models emphasize the importance of advance scheduling, live supervision, and formal documentation to prevent chaos during execution (Allen et al., 2011; Shone & Parry, 2013). Many wedding planners use checklists, vendor briefing systems, and production timelines as a way of dealing with complexity. Stakeholder theory explains that when multiple independent participants are involved, one central authority is required to align responsibilities and prevent overlapping of roles (Getz, 2012).

However, these systems are usually implemented as per convenience in major Indian weddings as the families play a major role in coordination of vendors, and a significant number of suppliers that work independently  don’t have access to other plans. Which leads to miscommunication and causing execution flow more on informal coordination. Current planners depend on solving these problems with past experience, and only focus on betterment of logistics rather than the emotional strain of making decisions. Decision psychology studies have proved that there is stress and lower satisfaction when multiple choices are made simultaneously (Iyengar & Lepper, 2000), but not many models are actively applying this knowledge to their working model.

How Amoriah improves on these models:
Amoriah does not replace existing planning tools—it integrates emotional design with disciplined operations. Instead of only managing logistics, it restructures how families emotionally experience planning through guided stages, curated decisions, and a central communication authority. This creates clarity not only in execution but also in the emotional journey of the client, which is largely missing from traditional industry approaches.