Move Over Mehndi. Alta is Having a Revival.

When Rashmika Mandanna and Vijay Deverakonda’s wedding photos went viral, it was one of the few times that astute observers noticed the groom’s hands. While Mandanna rocked delicate henna, Deverakonda’s hands and feet flashed vivid red. His fingers were dipped in alta, a red pigment often associated with classical Indian dance. “He looks like a king,” one Instagram user wrote. “Such a fresh break from those boring pastel pinks and whites,” another chimed in.

Once ubiquitous in weddings across the Indian subcontinent, alta — the crimson dye painted onto hands and feet — gradually became eclipsed by henna and was pushed into regional enclaves, including eastern and southern traditions. But now, it’s reappearing everywhere: in bridal looks, marketing campaigns, and Eid celebrations. How did a deeply regional Indian tradition suddenly return to the spotlight?