There has been a widespread shift toward the giving of groomprice (as distinct from dowry) in Kerala over the past two decades. It is argued here that Sanskritiza-tion, of seeking social advancement through the emulation of high-caste practices, has been only a minor factor in causing this shift. The most important proximate cause has been change in the Keralan marriage market effected by both demographic and sociocultural developments. The rapid population growth of the 1950’s and ‘60’s led to a shortage of available grooms of appropriate age. The largescale acceptance of the importance of individual achieved status led to a shortage of grooms by educational and employment criteria. Giving and accepting groomprice has been a predictable response to these changing market forces. In the cultural context of Kerala, the shift to groomprice will probably not cause the type of anti-female practices characteristic of north India.