Indian weddings fuel 'make up' industry

He said since wedding is an elaborate affair in India, so much of importance is given to dressing-up and styling. "If girl looks super beautiful, that picture is kept for generations. It is always treasured," he pointed out. Bharti said the make up industry has been picking up at a pace of 20 per cent annually and awareness about it (make up) is growing at the rate of 50 per cent.