Bengaluru, Nov. 24 -- Visit India in late October or early November, and you will inevitably stumble upon the familiar sounds of the dhol, the glare of wedding lights and the unmistakable chaos of a baraat inching its way through a street. This is the start of India's peak wedding season that typically lasts until May.

On the evening of 31 October, one such baraat wound its way into a Chhatarpur farmhouse in New Delhi. But this one came with a twist-the bride, groom, even the guests, weren't real. There was no priest or legal ceremony, and the wedding outfits were rented. Most of the guests were there for the brand installations, themed food counters and photo booths set up by major consumer companies.

This was quick-commerce platform Z...