Uber taps the big fat Indian wedding season

For its latest trick in India, Uber is tapping the country’s large and integral wedding industry.

The taxi aggregator today announced a wedding-related service in India. Dubbed UberWEDDINGS, the service is a "cash-less" mobility solution, offering attendants with the option of booking a cab using pre-generated promo codes.

"So whether it is about hopping between markets, finding the perfect outfit, or getting guests to the venue, Uber will make it happen in a pre decided budget, at a push of a button. All our users need to focus on is the wedding,” Prabhjeet Singh, General Manager Delhi & NCR, Uber India said.

The timing of the announcement is interesting as the wedding season is high in India currently, and the government’s decision earlier this month to demonetise Rs 500 and Rs 1,000 currency notes have left people fumble over cash-less solutions and queue outside banks and ATMs for survival.

UberWEDDINGS will function till Feb. 2017, when the wedding season ends.

Uber has also partnered with WedMeGood, a wedding planning website to allow hosts to purchase a fleet of promo codes, check the denomination and other details. The promo code, the company says, can also be customized with host’s name or their wedding hashtag. Uber will make available the promo codes in three working days of the purchase request.