The big large Indian wedding is all about making memories that will last a lifetime. Weddings of a significant size can budget anywhere between Rs 15 lakh and Rs 50 lakh specifically for photographs and videos that capture every moment.
But that might soon be changing thanks to Nvidia's RTX chips. These memories will be created at much lower prices and with higher quality at the same time. And there will be a significant improvement in the speed at which these pictures and videos can be managed. Big fat Indian weddings are becoming much less expensive thanks to graphics processing units (GPUs) made by Nvidia, the $3 trillion company whose semiconductor chips helped usher in the age of artificial intelligence (AI).
Six Indian custom computer makers are employing a variety of Nvidia chips known as RTX 40 to build systems capable of speeding up video editing using artificial intelligence. One of their primary target groups is studios that edit videos and photos from large weddings.
“Imagine a wedding videographer covering three weddings in a day. They have thousands of images, videos from different kinds of angles and you have to combine all those things... We are talking about 1.8x performance improvement depending on what kind of GPUs (in the RTX range) you are using,” stated an Nvidia executive while demonstrating the editing chops of the chips in Delhi.
While the GPU giant's stock has risen in recent years, owing primarily to enterprise-grade AI chips such as the A100 and H100, which behemoths such as Microsoft-backed OpenAI and Meta have used to build their applications, the RTX 40 series was released in October 2022 and is being marketed as a chip that can assist gamers and content creators in leveraging AI in their studios and homes.
What distinguishes RTX processors is their ability to do complicated calculations extremely quickly, particularly for giving realistic lighting, shadows, and reflections in videos. This makes the video more immersive since everything appears more lifelike and responds realistically to how you interact with it.
Imagine having a powerful engine in a sports car that can manage high speeds and sharp curves with ease. Similarly, RTX chips can process large amounts of visual data and calculations without slowing down.
According to a recent Jefferies analysis, India's wedding market is expected to have risen to $130 billion (approximately Rs 11 lakh crore), ranking second only to food and grocery in terms of consumption. The report underscores that the average Indian spends Rs 12 lakh, or around $15,000, on a wedding, which can often exceed the amount spent on 18 years of a child's education.
This means that the average video editing cost for an Indian wedding is between Rs 30,000 and Rs 72,000, with some luxurious weddings costing up to Rs 20 lakh. By the same estimate, the entire wedding video editing industry might be worth up to Rs 66,000 crore.
“Now, a wedding videographer can say even though I was busy in three marriages, I will give you the videos on so and so date, and the guests who came can enjoy the memories at a time when it is fresh in their mind. And, it is infused with higher quality so that people can look better,” noted Vishal Dhupar, Nvidia South Asia.
“This technology isn't just for gamers; it also caters to creators and developers. Content creators, who once relied on costly workstations, now benefit from RTX studio workstations… This dynamic ecosystem features a thriving community of over 120 million creators. Together, we’re driving groundbreaking innovations that will redefine user experiences and elevate the industry to new heights,” Dhupar added.