Chapter 3 traces the portrayal of divine wedding ceremonies over time. These ceremonies are an important public ritual in which values and gender ideologies are articulated and tradition is constructed; they encapsulate what is understood to constitute love and its relationship to the matrimonial bond. Sita and Rama's wedding is very influential this way; Radha and Krishna's secret wedding (love marriage or Gandharva vivaha) does not really subvert this ideal, in the movies, such rituals lead to an unhappy outcome. Sending a positive message, the televised Ramayan emphatically corrects for the real-life inequality between the bride's and the groom's parties and advocates understanding by the in-laws for a young wife's plight. However, it is more conservative than the older sources in making the total submission of the woman to the man's family a prerequisite for her being treated well. In the “wedding wave” movies of the nineties, such submission is rewarded by an abundance of consumer goods. Movies discussed are Aradhana, Dil, Hum aapke hain koun..!, Lajja, and 7 1/2 Phere.
Keywords: Love marriage, Gandharva vivaha, Consumerism, Aradhana, Dil, Hum aapke hain koun..!, Lajja, 7 1/2 Phere.