Hearts, Wallets, And Social Media

How financial expectations shape indian marriages.

- Himshikha Shukla

In today's world, social media has brought wealth to the forefront of relationships in ways that were previously unimaginable. Platforms like Instagram and TikTok are rife with images of opulent vacations, designer outfits, and high-end lifestyles. These curated moments of luxury have fuelled a cultural obsession with wealth, making financial prosperity seem synonymous with success in relationships.

One example is the tale of a social media influencer who married a tech entrepreneur. Their love story, played out on Instagram, appeared to be the epitome of a fairy-tale romance. Lavish vacations, five-star dinners, and endless luxury became their public narrative. Yet, behind the scenes, the influencer admitted feeling emotionally distant from her husband, revealing that their relationship was more about maintaining appearances than genuine connection. The constant need to showcase an affluent lifestyle on social platforms had overshadowed the real aspects of love and companionship.

In modern India, the term “gold digger” is no longer the scandalous label it once was. As the cultural landscape shifts, so too does the meaning of wealth in relationships. With the meteoric rise of social media, flaunting luxury and status has become an integral part of life, and seeking financial security in a partner has found a place in this digital age. But, if we look deeper, this behaviour may not be so new. Indian parents, in their quest for the “perfect match” in traditional arranged marriages, have long sought alliances that would enhance social standing or financial prosperity. What we now see as “gold digging” is, in many ways, an extension of age-old customs.

The Tradition Behind the Trend