101 Guide: Founder of The Serendipity Co. Shares Insights on How To Start a Wedding Planning Agency

Wedding planning in India has seen a remarkable transformation in the past decade—what once meant basic coordination has evolved into a full-blown industry driven by design, hospitality, and personalised storytelling. Couples today are global in their tastes, deeply intentional about their celebrations, and more attracted than ever to curated and seamless experiences. Add to that the influence of social media, destination weddings, and a rising demand for professionalism, and you have a category that’s booming like never before.

Many people are drawn to this space because it feels creative, emotionally fulfilling, and surprisingly accessible in terms of investment. For some, it’s passion-driven; for others, it’s a pandemic pivot or an opportunity born out of growing demand and fewer organised players. As Rhea Dewan puts it, “The industry has matured because couples now expect structure, clarity, and a certain level of finesse.”

Founded by Rhea Dewan, The Serendipity Co. is a wedding planning agency known for its warm, thoughtful, design-led approach. What began intuitively—helping people close to her—soon grew into a brand celebrated for its blend of creativity, hospitality, and emotional intelligence. Over the years, the agency has handled large-scale destination weddings, including one of its most visible milestones: content creator Aaliyah Kashyap’s wedding, which brought significant visibility and industry recognition.

What You Need to Know Before You Start

What kind of person thrives in this business?

Wedding planning is perfect for someone who is part creative, part organised, and extremely resilient. You need imagination, calmness under pressure, empathy, and strong problem-solving abilities. As Rhea says, “This career is for someone who can stay composed even when everything around them is moving at high speed.”

What skills or tools help?

• Networking
  

• Budgeting and negotiation
  

• Basic design understanding
  

• Strong communication
  

• Workflow organisation
  

• Vendor management
  

The industry is highly scalable. Many start small—solo or with a minimal setup—and grow into full-scale agencies once they build credibility and consistency. You don’t need mastery on day one, but you must be willing to learn on the go.

Brand Identity

USP – What sets a wedding planning agency apart? While creativity and vendor networks matter, the client experience ultimately defines success. Couples remember how supported and understood they felt.
Rhea sums it up perfectly: “The emotional journey is the real differentiator—far more than any décor or deliverable.” Defining your target niche. Your niche emerges from what excites you:

• Destination weddings if you love scale and logistics
  

• Boutique design-led weddings if you are visual and detail-driven
  

• Your strength and your preferred client segment = your niche
  

The Setup 101

What you need initially:

• A laptop
  

• Clear contracts

• A reliable vendor roster
  

• Basic branding essentials
  

• A few essential software tools (project management, moodboarding)

Registrations and compliances:

• GST (as you grow)
  

• Basic business registration
  

• Contracts and agreements
  

• Invoices and structured documentation
  

• No fancy office required in the beginning.
  

Investment range

• Small start: a few lakhs (portfolio building)
  

• Professional agency: higher investment depending on team, branding, marketing, and workspace
  

Pricing and Positioning

How to price your services:

• Time
  

• Expertise
  

• Complexity
  

• Scale of service
  

Common mistakes

• Underpricing to get clients
  

• Saying yes to everything
  

• Lack of documentation

• Not valuing your time, team, or creativity
  

Rhea advises, “Undercharging is a trap. It feels helpful in the beginning, but hurts you later.”

How to stand out

• Offer structured planning
  

• Maintain transparency
  

• Create a strong brand identity
  

• Focus on client comfort and communication
  

Where to Sell

Ideal sales channels:

• Vendor referrals

• Collaborations

• Bridal fairs (optional)
  

• Website with portfolio
• Instagram (content + DMs + highlights)

How long to land your first client?

With consistent content and networking, often within a few weeks to a few months.

Early trust-building tips

• Clear communication
  

• Well-made presentations
  

• Mood boards and workflows
  

• Clean, professional documentation

Rhea adds, “Preparedness matters more than your number of weddings.”

Marketing Playbook for Wedding Planners

What content works best?

• Testimonials

• Design process videos
  

• Reels (quick storytelling)
• Behind-the-scenes footage

• Before/after transformation clips
  

Low-cost marketing ideas

• Phone-shot content
  

• Vendor collabs
  

• Word-of-mouth
  

• Pinterest boards
• Instagram highlights
  

The Mistakes to Avoid

Common beginner pitfalls:

• Underpricing

• No contracts
  

• Not setting boundaries

• Saying yes to everything
  

• Poor communication

• Skipping documentation
  

• Compromising on vendor quality
  

• Taking on weddings beyond bandwidth
  
  

What NOT to spend on early

• Office space
  

• Big team
  

• Excessive paid ads

• Expensive branding assets
  

Growth & Scale

When can it become full-time? Once you have:

• A steady pipeline
  

• Financial stability
  

• And multiple confirmations in hand.
  

What scaling looks like

• Hiring a core team
  

• Strengthening vendor partnerships
  

• Adding décor/design services
  

• Expanding to destination weddings
  

• Refining internal processes
  

When to build a website/catalogue?

• A consistent visual identity
  

• Case studies or real weddings
  

• Clear positioning in the market
  

As Rhea concludes, “Scaling isn’t about taking more weddings—it’s about delivering them with the same quality every single time.”

Are you a founder or entrepreneur ready to spotlight your homegrown brand? Nominate them now for Local Samosa’s third edition of Brands to Watch Out For in 2026 Now!