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  • Anupam Mittal Success Story: How He Built Shaadi.com From Scratch?

    One of the best and most efficient matrimony sites in India, Shaadi.com has brought together many like-minded people. It is recognized as one of the most prominent matrimonial sites, with a reputation for bringing together the most compatible couples. Millions of individuals use this site to find the best match for their children. The site has a fantastic record of over 3.5 million weddings from all across the world. It has become the most popular matrimonial website.

    Shaadi.com was started by Anupam Mittal in 1996 with a single goal in mind: to give a better matching experience by increasing the number of possibilities to meet possible lifemates. Since then, Anupam Mittal and his team have built a globally recognized service that has impacted the lives of millions of people.

    In this StartupTalky story, let us learn about Anupam Mittal’s success story, early life and childhood, life history, personal life, journey to success, education, Shaadi.com, Shark Tank India, and more. 

    Anupam Mittal Biography

    Name Anupam Mittal
    Born 23 December 1971
    Birthplace Mumbai, India
    Education MBA in Operations & Strategic Management (Boston College, US)
    Position Founder and CEO of the People Group and Shaadi.com
    Wife Aanchal Kumar
    Net worth $23 million (2024)

    Anupam Mittal – Introduction
    Anupam Mittal – Personal Life
    Anupam Mittal – How He Founded Shaadi.com?
    Anupam Mittal – The Shift of Opportunities
    Anupam Mittal – The Succes of People Group
    Anupam Mittal – Investments Besides People Group
    Anupam Mittal – Shark Tank India
    Anupam Mittal – Awards and Recognitions

    Shaadi.com Success Story | Anupam Mittal

    Anupam Mittal – Introduction

    Anupam Mittal - Shaadi.com Founder
    Anupam Mittal – Founder, Shaadi.com

    Anupam Mittal, the founder, and CEO of People Group is now one of the most well-known figures in India’s e-commerce industry. Mittal has seen his valuations rise 10-fold in the last couple of years alone, thanks to more than 40 investments in a variety of interactive services (Shaadi.com, Ola cabs, Makaan.com, and Mauj mobile, among others) and is listed among the country’s 50 most powerful people by a leading business publication.

    Shaadi.com was founded by Anupam Mittal with a novel concept that finally led to its massive success. Anupam Mittal was born on December 23, 1971. He graduated from Boston with a Bachelor’s degree. He also earned an illustrious MBA in Operations and Strategic Management. After meeting a marriage broker, he proceeded with the noble idea of launching a matrimonial website.

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    Anupam Mittal – Personal Life

    With time, Anupam Mittal’s profession and business have flourished. Anupam Mittal’s resume is embellished with his successful business methods and planning, which opened the route for popularity and prosperity.

    Anupam Mittal with his wife Aanchal Kumar
    Anupam Mittal with his wife Aanchal Kumar

    Anupam Mittal married Aanchal Kumar – a model, and actress. Aanchal Kumar is a model-turned-actress who has appeared in films such as Bluffmaster and Fashion in cameo roles. She also made an appearance in the fourth season of Bigg Boss. She has received several modeling honors.

    Anupam Mittal’s wife’s biography does not reveal much about her career, yet she is well-known in the film world. She married Anupam Mittal in 2013 after a long relationship. They have a daughter, Alyssa Mittal.

    Anupam Mittal – How He Founded Shaadi.com?

    Anupam Mittal - Shaadi.com Owner
    Shaadi.com Homepage

    Anupam returned to India after his studies. He used to sit in his father’s office and conduct web development work for other firms because he didn’t have much else to do.

    At the same time, he ran across one of those old-school matchmakers who will go to any length to get you married. To protect his reputation, he attempted to place Anupam with some of his customers. A thought came to Anupam when the matchmaker was at the peak of his push, and it transformed his life forever.

    Now, while he was attempting to get rid of the matchmaker, it occurred to Anupam that what if there was a portal that could operate as a virtual matchmaker for weddings, what if all of the information such guys possessed was posted on the World Wide Web and made available to anyone looking for a bride or groom? This would not only eliminate all inefficiencies and geographical limits but would also greatly simplify the procedure.

    As a result, Anupam published the initial version of Sagaai.com in 1997 without much thought. At the time, this was more of an experiment than a steady enterprise. Even though he was active in the business as well, he only did so on weekends or so, and his primary attention remained on his employment. He invested all of the money he had or had saved for the web module’s development simply because it was the thing that brought the money in.

    In the years 2000-2001, an intriguing turn of events occurred when the dot com bubble burst, and most of the firms in the surrounding area went bankrupt. Micro Strategy, the business with whom he was working at the time and which had a pre-dot com crisis worth over $50 billion, had also entirely collapsed.

    Shaadi.com- Finding Matchs Online | Case Study
    Shaadi.com was founded by Anupam Mittal in the year 1997. Its main objective is to provide a superior matchmaking experience to Indians all over the world.
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    Anupam Mittal – The Shift of Opportunities

    At the same time, Anupam came across Shariah [SP].com and observed that there were a lot of individuals in the United States who were looking for lifemates. He saw that there was a significant pain point that they could address and that this had enormous potential!

    After almost three years of running his website in India, he realized that the country had very limited internet penetration and that it still had a long way to go before becoming a legitimate business. Because India was missing out on the Internet, Anupam chose to focus his efforts on the US market.

    Even though Shaadi.com was founded in 1996, it wasn’t until the years 2000-2001 that they began to focus on it as a company and devote all of their resources to it. And, since the stock market in the United States was on the verge of collapsing, the idea of quitting work and returning home began to take shape. After much deliberation and consideration, Anupam left Micro Strategy in 2001, returned to India, changed the name of Sagaai.com to Shaadi.com, and entirely shifted his emphasis.

    Now that he’d made his decision, he needed to narrow down his target audience, and while doing so, he realized that there was a greater need for a service like Shaadi.com among NRIs, or ex-pats from the United Kingdom, the United States, and Canada, simply because these people were geographically separated from their homelands but still wanted to marry within their relevant communities, but couldn’t find the right one because they didn’t know where to look. This is when Shaadi.com could come in handy!

    Anupam Mittal – The Succes of People Group

    People Group Homepage
    People Group Homepage

    People Group, which comprises Shaadi.com, Makaan.com, Mauj Mobile, and People Pictures, is where Anupam began his entrepreneurial path. Anupam has taken People Group from one milestone to the next, and the company is now acknowledged as one of the most inventive in the country. He is known for his strong commercial acumen and attention to detail.

    In 1996, Shaadi.com, the world’s largest marriage service provider, was created. Shaadi.com has become the foremost matching brand on the Internet, and the first business of its type in the world, with over 35 million users and millions of success stories to its credit.

    Similarly, Anupam launched Makaan.com, India’s fastest-growing online real estate platform, and Mauj Mobile, India’s top mobile media firm, both of which have swiftly become household brands in their respective fields.

    Anupam Mittal – Investments Besides People Group

    Anupam is also a successful angel investor, having made over 200 investments in companies such as Big Basket, Interactive Avenues, Ola Cabs, Druva, Fab Hotels, PropTiger, DocsApp, Rupeek, Porter, Ketto, Trell, Lets Venture, others. He advises and invests in some of India’s top venture capital businesses.

    He is enthusiastic about entrepreneurship and innovation and is well-known for his knowledge and perspectives on the subject. Anupam is the founding Co-chair of H2 India and a founding member and past chairman of the Internet & Mobile Association of India (IAMAI).

    Anupam Mittal – Shark Tank India

    Mittal has been a “Shark” on Shark Tank India for Seasons 1, 2, and 3 on SonyLiv. In Season 1, he invested INR 5.4 crore in 25 businesses. In Season 2, he again invested INR 5.4 crore in 25 businesses. In Season 3, his investment grew to INR 8.05 crore in different companies. He will be seen in Season 4 too.

    In Shark Tank India, Anupam Mittal is considered a seasoned entrepreneur and investor known for his expertise in startups and business growth.

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    Anupam Mittal – Awards and Recognitions

    Anupam Mittal has been awarded with various awards and recognitions:

    • In 2011, Mittal won the award for the most innovative company in India from Fast Company, a US business magazine.
    • He received the Karmaveer Chakra Award for Entrepreneurs for Social Change.
    • Business Standard named him the top angel investor in 2014 and 2015 for investing in 25 and 34 start-ups.
    • In 2016, Forbes listed him as one of India’s 8 most prominent angel investors.
    • In 2020, he won the TiE Award for Outstanding Serial Entrepreneur and Angel Investor.
    • He was also ranked among the 50 Most Powerful People in India by The Week.

    Conclusion

    Anupam Mittal was named one of India’s 50 Most Influential People by Business Week, and TiE recognized him Outstanding Serial Entrepreneur & Angel Investor in January 2020. In addition, he received the Karmaveer Puraskar (Award for Social Justice and Citizen Action) in the area of “Entrepreneur for Social Change.”

    Anupam Mittal became India’s number-one matchmaker thanks to his matrimonial website. Multiple people look up to the businessman who wears many hats today.

    FAQs

    What is Anupam Mittal’s age?

    Anupam Mittal was born on 23 December 1971. He is 54 years old.

    What is the net worth of Anupam Mittal?

    The net worth of Anupam Mittal is around $23 million (Rs. 185 crores).

    Who is Anupam Mittal wife?

    Aanchal Kumar is the wife of Anupam Mittal.

    Is Anupam Mittal an angel investor?

    Yes, Anupam Mittal is amongst the most active angel investors in India.

    How many deals did Anupam Mittal make in Shark Tank India?

    Anupam Mittal made 24 Business deals in Shark Tank India.

    What amount did Anupam Mittal invest in the Shark Tank India show?

    Anupam Mittal invested $656.35K (Rs. 5.4 crores) in 24 startups in Shark Tank India.

    Which are the top startups among Anupam Mittal’s investments?

    Some of the top startups Anupam Mittal invested in are:

    • Ola
    • BigBasket
    • Rupeek
    • Druva
    • LittleEyeLabs

    Who is Shaadi.com founder?

    Anupam Mittal is the founder and CEO of Shaadi.com.

    How did Anupam Mittal make money?

    Anupam Mittal made money by founding Shaadi.com and investing in startups as an angel investor.

    What is Anupam Mittal education?

    Anupam Mittal studied at Boston College in the USA, earning an MBA in Operations and Strategic Management.

  • Google Restores Apps Amid Indian Developers Dispute: A Deep Dive into the Conflict

    In a significant turn of events following a tense standoff, tech giant Google has commenced the process of reinstating Indian app developers it delisted from its Play Store on March 1, 2024. 

    The decision to restore certain apps comes amidst a backdrop of heated negotiations, social media discussions, government pressure, and regulatory scrutiny surrounding Google’s billing policies and its implications for Indian startups.

    On March 4, the Indian government called a meeting of the affected Indian app developers and tech behemoth Google to listen to both parties on the ongoing issue.

    The dispute, which erupted over Google’s insistence on its billing system and the imposition of hefty service fees, has sparked widespread concern within the Indian tech ecosystem. 

    On March 1, Google sent shockwaves through the Indian app developer community by removing 10 prominent developers from its Play Store, citing non-payment of service fees. 

    This abrupt action thrust the simmering conflict between Google and Indian app developers into the spotlight, prompting widespread debate and scrutiny over the tech giant’s policies and their impact on the digital ecosystem.

    The affected apps, including Shaadi.com, Bharat Matrimony, Altt (formerly ALTBalaji), Kuku FM, Quack Quack, and others, have long been stalwarts of India’s digital landscape, catering to diverse user needs and preferences.

    “It feels like we will never be able to operate safely if our ecosystem is controlled by them. We need the Indian government to step in and save the startup ecosystem,” KuKu FM’s Co-founder and CEO Lal Chand Bisu said on employment-focused social media platform LinkedIn.

    The crux of the conflict lies in Google’s Play Store policies, particularly its requirement for developers to use the Google Play Billing System (GPBS) and pay commissions ranging from 11% to 26% on in-app purchases. 

    This move follows an order from the fair trade watchdog, Competition Commission of India (CCI), directing Google to revise its earlier system, which charged commissions as high as 30%, deeming it ‘anti-competitive’.

    Despite the CCI’s directives and efforts by affected startups to seek relief through legal channels, Google proceeded with the delisting after the Supreme Court declined to provide interim relief. This unilateral action by Google has raised questions about the fairness of its app marketplace fee and its potential impact on the Indian startup ecosystem.

    Around 30 companies had written a letter to Google, requesting the company not to delist their apps or take any ‘precipitative action’ against them till March 19 as their Special Leave Petition (SLP) comes up for hearing, according to a Times of India report published on Feb 13, 2024

    The app developers had filed the petition against the judgment delivered by the Madras High Court on January 19. The Supreme Court directed the SLP to be listed on March 19 and denied interim relief to startups.

    It has also sparked a debate to develop in-house an indigenous app store that reflects a growing sentiment toward promoting homegrown solutions and reducing dependency on global tech giants like Google. 

    Sridhar Vembu, CEO ZOHO on X

    In response to mounting pressure, Minister Ashwini Vaishnaw, from the Ministry of Electronics and Information Technology, intervened to facilitate discussions between Google and the affected app developers. Minister Vaishnaw emphasized the importance of upholding India’s policies and ensuring the protection of its startups in the digital marketplace.

    Union Minister Ashwini Vaishnaw on Google removing multiple apps from Play Store

    In a rapid response after government intervention, Google has reinstated Info Edge’s array of mobile applications, including popular platforms like Naukri, 99acres, and Shiksha, just one day after they were delisted from the tech giant’s Play Store.

    As per media reports, sources within Google revealed that the restoration of certain apps is contingent upon developers agreeing to comply with Android’s billing options or opting for a consumption-only model. Under the consumption-only model, developers can provide access to paid content without incurring service fees, offering a potential workaround to Google’s billing requirements.

    Anupam Mittal, Founder & CEO at People Group on X

    While the restoration of apps signals a temporary postponement for affected developers, the broader implications of the conflict remain unresolved. 

    The standoff between Google and Indian startups underscores the challenges of navigating the digital landscape, where tech giants wield immense power and influence over distribution channels and revenue streams.

    However, the path to resolution remains fraught with challenges, as stakeholders navigate complex legal, regulatory, and commercial considerations. 

    As discussions between stakeholders continue, there is a growing consensus on the need for greater transparency, fairness, and regulatory oversight in the digital ecosystem. 

    As the saga unfolds, all eyes will be on the outcomes of negotiations and the steps taken by Google, Indian regulators, and app developers to find a resolution that balances innovation, competition, and consumer protection. 

    The outcome of this dispute will not only shape the future of app development and distribution in India but also set a precedent for how tech companies interact with emerging markets and their burgeoning startup ecosystems.

    In the meantime, the March 1 de-listings are a stark reminder of the power dynamics in the digital ecosystem and the importance of advocating for fair and transparent policies that foster a thriving and inclusive tech landscape.

    Industry experts believe that it will be essential for policymakers, industry stakeholders, and the broader community to collaborate and support initiatives aimed at building indigenous solutions. 

    Annual Number of App Downloads From the Google Play Store Worldwide from 2016 to 2022
    Annual Number of App Downloads From the Google Play Store Worldwide from 2016 to 2022

    “PhonePe launched the Indus app store in Q4 2023. But how many are using it? How many have even heard of it? The problem begins with Android and iOS being the major OS and thus having their default app distribution platforms pre-installed on the phones. Any other app distribution platform (such as Indus) cannot be listed on Google Play Store (or iOS Appstore),” replying to Lal Chand Bisu’s post, TopN Analytics Founder Harish Mahale said in his comments on LinkedIn. 

    On February 21, Walmart-owned PhonePe unveiled the Indus Appstore, a new Android app marketplace in India, poised to compete with Google Play and other alternative app stores.

    “Notably, Indus offers Indian developers the freedom to choose any third-party payment gateway for in-app billings, a stark contrast to Google Play’s restrictions. This empowers developers and fosters a more competitive and diverse app marketplace. Embracing the IndusApp Store not only supports local innovation but also challenges monopolistic practices, contributing to India’s digital sovereignty. #IndusAppStore #SupportIndianInnovation #BreakMonopolies,” Ashish Kumar Shaw, State Head at PhonePe said in his comments on social networking site LinkedIn.

    As per recent Indian Mobile App stats for 2024, India has claimed the top spot globally for the highest number of apps installed and actively used each month.

    At present, Google Play serves as the designated app marketplace for the Android operating system, offering users the opportunity to discover and install apps and games developed using the Android software development kit (SDK).

    There are 3,362,451 apps offered for free on Google Play, with an additional 107,095 apps requiring a purchase. However, it’s worth noting that many of the free apps may necessitate subscriptions or include options for in-app purchases.

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  • Shaadi.com: How Is It Transforming People’s Approach to Marriage?

    In the dynamic landscape of online matchmaking, numerous platforms aim to facilitate meaningful connections and lifelong relationships. These services, which use technology to provide enormous networks of possible matches, are essential in changing the way that people choose life partners.

    Since 1996, Shaadi.com has become a trendsetter in this constantly changing business, distinguishing itself as one of the most reputable and established platforms globally. With more than 26 years of experience, Shaadi.com has transformed not only how people view marriage but has also come to represent long and prosperous unions, with millions of happy marriages to its credit.

    Read on to the article to learn more about Shaadi.com’s founder, startup story, business model, revenue model, marketing strategy, and more.

    Shaadi.com – Company Highlights

    STARTUP NAME SHAADI.COM
    Headquarters Mumbai, Maharashtra, India
    Sector Internet marriage arrangement, social networking service
    Founder Anupam Mittal
    Founded 1996
    Website shaadi.com

    Shaadi.com – About
    Shaadi.com – How does It Work?
    Shaadi.com – Industry
    Shaadi.com – Founders and Team
    Shaadi.com – Startup Story
    Shaadi.com – Mission and Vision
    Shaadi.com – Name, Tagline, and Logo
    Shaadi.com – Products and Features
    Shaadi.com – Business Model
    Shaadi.com – Revenue Model
    Shaadi.com – Challenges Faced
    Shaadi.com – Funding and Investors
    Shaadi.com – Investments
    Shaadi.com – Acquisitions
    Shaadi.com – Growth
    Shaadi.com – Marketing Strategy
    Shaadi.com – Advertisements and Social Media Campaigns
    Shaadi.com – Awards and Achievements
    Shaadi.com – Competitors
    Shaadi.com – Future Plans

    Shaadi.com – About

    Anupam Mittal launched Shaadi.com in 1996 under the name Sagaai.com. In 1999, the company changed its name to Shaadi.com in order to become more marketable. Shaadi.com gained popularity among non-Indian residents at first because of parents’ reluctance to utilize startups. By 2008, it had become the world’s most popular Asian matrimonial website, with 20 million members by 2011.

    The principal aim of the platform is to provide Indians worldwide with an exceptional matchmaking experience. The biggest online dating service in the world, Shaadi.com, created the online matchmaking industry and has led the marriage sector for more than ten years by continuously offering a thorough and creative approach to matchmaking.

    Shaadi.com – How does It Work?

    Shaadi.com, a leading matrimonial platform, has revamped its photo screening process to enhance user experience and ensure platform integrity. Amazon Rekognition-powered advanced algorithms are being used by the corporation to streamline manual tasks that used to take 5–6 hours.

    This automated feature finds people that share contact details, creates phony profiles, and mismatches genders in addition to speeding up the photo screening process. Shaadi.com’s dedication to efficiency, security, and customer pleasure in online matchmaking is demonstrated by the remarkable 95% decrease in photo screening time that has been achieved through the integration of technology.

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    Shaadi.com – Industry

    According to a Statista analysis, the matchmaking market in India is expected to generate US $297.10 million in revenue by 2024, growing at a predicted 0.59% annual rate (CAGR 2024-2028). The market is anticipated to continue growing, with a predicted volume of US $304.20 million by 2028, suggesting consistent growth and changing patterns in India’s matchmaking sector.

    Shaadi.com – Founders and Team

    Anupam Mittal is the Co-Founder and Director of Shaadi.com.

    Anupam Mittal

    Anupam Mittal, Co-Founder and Director of Shaadi.com
    Anupam Mittal, Co-Founder and Director of Shaadi.com

    Shaadi.com’s Co-Founder and Director, Anupam Mittal, has established a remarkable career for himself in the business sector. After concentrating on business and commerce at Boston College, he went on to become a product manager at MicroStrategy. As he advanced in his career, Anupam joined Interactive Avenues as a director before starting his own business. He started Mauj Mobile and makaan.com, where he also held the position of Managing Director.

    Eventually, he made a name for himself as the CEO and Founder of People Group. At Shaadi.com, Anupam Mittal continues to play a crucial role as both the company’s founder and CEO as well as its director. His broad range of professional experience demonstrates a noteworthy development in leadership and innovation in the digital domain.

    Anupam has also demonstrated his entrepreneurial acumen as a “Shark” on the SonyLiv reality program Shark Tank in Seasons 1, 2, and 3, showcasing his commitment to fostering innovation and supporting emerging ventures.

    The company has 1,001–5,000 employees, as per LinkedIn.

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    Shaadi.com – Startup Story

    The story of Shaadi.com begins when Anupam Mittal, sitting in his father’s office, runs into a conventional matchmaker who was proposing to his father that they find a match for him. In search of a more effective solution, Anupam plans to move the whole matching procedure online.

    He launched the first iteration of this concept as an experimental project in 1996 and named it Sagaai.com (the Hindi word for interaction). The website changes, and in 1999 it relaunches as Shaadi.com. Anupam devotes all of his resources to this ground-breaking project. Fully devoted, he quits his job in the U.S. in 2001 and moves back to India, focusing all of his energy on creating the foundation for success.

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    Shaadi.com – Mission and Vision

    Mission: The mission on the company website states “to provide people with a superior matchmaking experience by expanding the opportunities available to meet potential life partners and build fulfilling relationships. We strive to do this through superior technology, in-depth research, valuable matrimonial content & services, and above all the highest quality of customer service delivered with a sense of warmth, understanding, respect, and company spirit.”

    Vision: The vision on the company website states “Our vision is a world where the search for a life-partner is as fulfilling as the journey with a soul-mate.”

    Shaadi.com Logo
    Shaadi.com Logo

    Shaadi.com began as Sagaai.com in 1996. Its founder, Anupam Mittal, changed its name to Shaadi.com in 1999, believing it to be a more marketable name. The parent organization of Shaadi.com is People Interactive Pvt. Ltd.

    Shaadi.com – Products and Features

    Shaadi Live

    Shaadi Live was introduced by Shaadi.com in January 2023. Eligible singles can meet up to 10 possible matches over video chats for 5 minutes each during an hour-long Shaadi Live event, which takes place every 10 days.

    VIP Shaadi

    Shaadi.com offers an exclusive matrimony service called VIP Shaadi for the elite. Designed for World-wide Eligible Singles and Rich Families.

    Select Shaadi

    Select Shaadi introduces a personalized matchmaking service featuring a dedicated advisor who manages all aspects of finding a match. The dedicated advisor takes care of understanding requirements, ensuring a tailored and efficient matchmaking experience.

    Sangam

    Indian marriages signify the union of two families. As a business entity, Sangam.com has the superpower that innovates to do precisely that. It is become the go-to matchmaking service for Indian families worldwide, with over 2 million profiles.

    Shaadi Centres

    Shaadi Centre, an initiative by Shaadi.com, is a widespread network of centers spanning across India. This unique enterprise provides a spectrum of services ranging from matchmaking to comprehensive wedding planning. The network is expanding, with 250 centers being progressively introduced to offer these specialized services.

    Success Stories

    Shaadi.com Success Stories is a dedicated space to celebrate the countless members who’ve discovered their soulmates through the platform.

    Shaadi.com – Business Model

    Shaadi.com operates with a primary focus on discovering and developing scalable Internet business models, particularly centered around communities and classifieds in the realm of online matchmaking. The company prioritizes innovation-driven growth, having been a leader in the development of Internet business models centered around India.

    Shaadi.com’s business approach is centered on developing a digital platform that makes marriage connections easier. It does this by utilizing technology to improve the matchmaking process and taking into account the particular cultural and socioeconomic quirks of the Indian community. Shaadi.com is committed to offering those looking for life mates a modern, culturally aware platform by promoting innovation in the online matrimonial industry.

    Shaadi.com – Revenue Model

    Shaadi.com generates revenue through diverse channels.

    Premium Membership Subscriptions: Users can access upgraded features and services by subscribing to a premium membership on Shaadi.com. The platform makes money from the extra features that premium plan subscribers receive.

    Personalized Matchmaking Services: To help customers who are looking for more specialized and customized support in their search for a life companion, the site offers personalized matchmaking services. Fees for these customized services are charged, which increases Shaadi.com’s income.

    Targeted Advertising: Shaadi.com makes strategic alliances with companies looking to reach out to its user base by utilizing focused advertising on its platform. Shaadi.com earns extra money from customized exposure that advertisers pay for.

    Shaadi.com – Challenges Faced

    Shaadi.com faced formidable challenges from its inception, navigating a landscape where internet adoption in India was limited, and conservative parents were hesitant to embrace marriages arranged through an internet-based startup. Overcoming prevalent mindsets and cultural barriers turned out to be major challenges. Since most people were unaware of the existence of internet matchmaking, the next hurdle was finding the right talent.

    As the business grew, more people from smaller areas started using Shaadi.com due to the availability of cheap data connectivity. Challenges arose from this expansion into diverse demographics. It became imperative to modify communication tactics to conform to the sensibilities of smaller town consumers. Continuous hurdles included linguistic tweaks and smooth brand integration.

    The platform’s journey was further complicated by the requirement to create revenue strategies suited to the payment preferences of tier II and tier III customers, such as UPI and wallets. Shaadi.com successfully navigated these obstacles to cater to a varied and growing customer base.

    Shaadi.com – Funding and Investors

    Shaadi.com has raised $8 million in funding in two rounds.

    Here are the funding details:

    Date Round Amount Lead Investors
    Sep 21, 2017 Venture Round — InnoVen Capital
    Mar 10, 2006 Venture Round $8 million Sequoia Capital India

    Shaadi.com – Investments

    Shaadi.com has made two notable investments in Thrill, participating in both a convertible note round on May 22, 2015, and a venture round on January 29, 2015. These strategic investments reflect Shaadi.com’s interest in supporting Thrill’s growth and development.

    Shaadi.com – Acquisitions

    On December 20, 2016, Shaadi.com increased its presence in the online dating market by acquiring Delhi-based mobile dating app Frivil. Shaadi.com made a calculated strategic move with the acquisition to broaden its product line and bolster its position in the rapidly changing online relationship market.

    Shaadi.com – Growth

    In the matrimonial space, Shaadi.com is a world leader, bringing people together from different continents. Shaadi.com is widely associated with online matchmaking worldwide, having a substantial presence in nations such as India, the United States, Canada, the United Kingdom, Singapore, Australia, the United Arab Emirates, and more.

    Shaadi.com, which has impacted the lives of over 50 million people worldwide, has been instrumental in changing the way people find life mates by bridging cultural and geographic divides. The platform’s expansion, it added almost 1.5 million active members as of 2019, with an impressive 12,000–15,000 sign-ups in a single day during the same period, underlines its continued popularity.

    This impressive user base is a testament to Shaadi.com’s dedication to offering individualized, successful matchmaking services that appeal to a wide range of people worldwide.

    Shaadi.com – Marketing Strategy

    Shaadi.com employs a multifaceted marketing strategy. Below are a few prominent ones:

    Campaigns for Real-Life Challenges:

    The marketing approach of Shaadi.com goes beyond conventional matchmaking by actively involving people in resolving issues pertaining to love, marriage, and society. Prominent advertisements address important issues including child marriage, dowries, and women’s empowerment, promoting thought-provoking dialogue on the platform’s social media platforms.

    Creation of Offline Shaadi Centers:

    Shaadi.com has established 123 franchisee centres across 72 cities as part of a daring bid to broaden its appeal. This calculated move highlights the business’s dedication to providing individualized services, building a strong physical presence, and establishing a more meaningful connection with customers.

    Social Impact via Games and Contests:

    Shaadi.com often organizes games and contests, showcasing their commitment to social impact. More than 600,000 individuals in more than 35 nations expressed gratitude for the “Angry Brides” game, which tackles the subject of dowries. Users are engaged by these interactive initiatives, which also greatly advance social change and awareness.

    Angry Brides Game | Shaadi.com
    Angry Brides Game | Shaadi.com

    Leveraging Influence for Social Good:

    Shaadi.com actively promotes social advancement by combining offline locations, interactive campaigns, and significant projects. The platform is always refining its marketing approach and highlights its contribution to positive social change in addition to user engagement. Shaadi.com sustains a robust user base while actively promoting a more conscious and progressive society by utilizing influence for social good.

    Shaadi.com – Advertisements and Social Media Campaigns

    Shaadi.com Campaign

    In order to highlight its cutting-edge feature, Shaadi Live, Shaadi.com’s founder, Anupam Mittal, is dressing up like a superhero in the campaign. The funny advertisement highlights the time-consuming aspect of conventional match-finding procedures, with Mittal portrayed as the family’s rescuer, introducing them to Shaadi Live’s efficiency. The ad deftly illustrates how this new feature simplifies the matching process and adds fun to the search for a life mate.

    Shaadi.com – Awards and Achievements

    Shaadi.com has received multiple honors. The following is a list of some of the well-known ones:

    • Indira Award for Marketing Excellence (2013) – “Best Use Of Social Media”
    • Indian Digital Media Awards (IDMA) 2013 – “Best Social Media Campaign – Social Cause”
    • 3rd India Digital Awards by IAMAI – Recognition for ‘Angry Brides’
    • 4th Internationalist Awards in New York – Bronze for ‘Angry Brides’

    Shaadi.com – Competitors

    Shaadi.com’s top competitors are:

    • Jeevansathi.com
    • BharatMatrimony.com
    • Matrimonialsindia.com
    • TamilMatrimony.com
    • TeluguMatrimony.com

    Shaadi.com – Future Plans

    Shaadi.com’s founder, Anupam Mittal, indicated that the company was in a strong position when he said in a interview as per news report of September 2022 that it was profitable and ready for an IPO the following year. Mittal highlighted that the company was self-sustaining at that point and did not require more capital. But throughout the conversation, information regarding the IPO was withheld, which raised concerns about Shaadi.com’s long-term goals, as reported in September 2022.

    According to news reports as of February 2023, Shaadi.com is not only getting ready for a possible initial public offering (IPO), but the company is also getting ready to work with Match Group. This calculated action implies that Shaadi.com is actively looking into alliances and partnerships to expand its offers and profile in the online dating space.

    FAQs

    Is Shaadi.com free?

    Shaadi.com is free for registration but you will have to pay a fee to initiate contact with any individual on the platform.

    Who is the owner of Shaadi com?

    Anupam Mittal is the founder of Shaadi.com.

    Is Shaadi.com available outside India?

    Yes, Shaadi.com is available in India and in other Asian countries, such as Pakistan and Bangladesh, and is also present globally.

    Which is the best site for marriage?

    Here is the list of some of the top sites for marriage in India:

    • Shaadi.com
    • Jeevansathi
    • Bharat Matrimony
    • Vivaah.com
    • M4Marry
    • Community Matrimony
    • LifePartner.in
    • LoveVivah

  • The Extraordinary Growth of Matrimonial Sites During the Pandemic

    The impact of lockdown during the COVID-19 pandemic can be seen in almost all business sectors, but matrimonial sites were an exception, as they had witnessed a huge growth in the number of new customers. With most people being confined to their houses amid the lockdown, they were spending more time browsing online matrimonial websites in order to find the right match.

    The pandemic had helped various matrimonial sites like Shaadi.com, Jeevansathi.com, BharatMatrimony, etc. garner more customers. From offering special schemes to helping couples get married virtually amid lockdown, these websites were not leaving any stone unturned to attract more customers.

    Murugavel Janakiraman, Founder and CEO of Matrimony.com, whose flagship brand is BharatMatrimony, said that their site receives an average of 14,000 to 15,000 registrations in a day, but after the lockdown, there had been a rise of 30% in the number of registrations.

    Similarly, Shaadi.com had also seen a 20% rise in new customer registrations during the lockdown period.

    Now, as we dive into the fascinating world of matrimonial sites and their extraordinary growth during the pandemic, we’ll explore the reasons and exciting developments that brought in a surge of new customers, fostering meaningful connections in such challenging times.

    Reasons for the Growth of Matrimonial Sites
    Increasing Revenues of the Matrimonial Sites
    The Impact of Video Features on Matrimonial Sites
    Pandemic’s Growing User Base for Matrimonial Sites
    The Rise of Fake Profiles

    Reasons for the Growth of Matrimonial Sites

    Best Matrimonial Sites in India
    Best Matrimonial Sites in India

    The growth of matrimonial sites during the pandemic can be attributed to several key factors that uniquely catered to the changing circumstances brought on by lockdown restrictions. One of the primary reasons behind this surge was the widespread adoption of remote work. With the majority of professionals working from home due to lockdown restrictions, they found themselves with ample free time as daily commutes and other social engagements were restricted. This newfound time presented an opportune moment for many to explore and engage with online matrimonial platforms, dedicating more attention to browsing potential partners’ profiles and shortlisting suitable matches.

    In the pre-pandemic era, the demanding nature of work and busy schedules often hindered youngsters from fully engaging in the search for life partners. However, the lockdown period allowed them to prioritize their quest for companionship, leading to increased interest and participation in online matrimonial sites.

    Moreover, the pandemic’s emotional toll and the desire for stability and connection further motivated individuals to seek meaningful relationships. With uncertainties surrounding the world outside, many turned to these platforms as a way to forge lasting bonds and find solace in the prospect of a committed relationship.

    “The engagement level of customers and profile acquisitions on our site is growing. To meet the rising demand, we have leveraged our services also” said Murugavel Janakiraman, founder and CEO of Matrimony.com.

    Matrimonial sites also adapted to the changing demands by offering unique incentives to their customers. The companies were providing special offers wherein customers didn’t have to pay for the lockdown days, and their memberships would be extended automatically.

    Shaadi.com is one of the best matrimonial sites in India, and it utilized the opportunity to enhance its reach among customers by focusing more on social media campaigns. Besides, in order to help couples who were not able to tie knots due to the lockdown, Shaadi.com launched an innovative initiative called “Weddings from Home”. This online wedding service aimed to facilitate smooth virtual weddings for couples wanting to tie the knot during the restrictive period.

    Through the “Weddings from Home” initiative, Shaadi.com provided comprehensive end-to-end services to honor couples’ big days virtually. From arranging priests to officiate the wedding and offering bridal makeup tutorials to organizing sangeet singers, all ceremonies were seamlessly conducted through online video calls. The platform’s efforts received widespread acceptance, with even tech-challenged relatives and friends wholeheartedly embracing the idea, offering unwavering support to the couples during those extraordinary times.

    Weddings From Home by Shaadi.com

    Increasing Revenues of the Matrimonial Sites

    The growth in traffic and registration had led to positive growth in revenue as well; it was not linear but still positive. In the arranged marriage set-up, most users consult their families before making decisions, hence, in pre-Covid times, most of the traction came on weekends. But during the pandemic, traffic was almost evenly distributed on weekdays as well.

    The matrimonial site, Jeevansathi, experienced significant growth throughout the lockdown, as its billings grew by 13% in Q1’21, and in the months of July and August, the billing growth has been even better. In August, the billing grew by 23%. The surge in registrations and user activity on the platform during the lockdown contributed to this growth. Additionally, its strategic marketing efforts resulted in attracting more new users.

    During the pandemic, BharatMatrimony, one of the first matrimonial sites, led the country’s organized online matchmaking sector with a 60% market share, followed by Shaadi.com with a 30% share and Jeevansathi with a 10% share. Beyond these well-known platforms, there are also numerous regional and language- or community-based websites and portals catering to specific preferences. The top three players in the matrimony business—BharatMatrimony, Jeevansaathi.com, and Shaadi.com—contribute to a substantial share of the country’s online matchmaking sector, with combined revenue exceeding Rs 1,000 crore.

    The remarkable increase in traffic, registrations, and user engagement not only expanded the user base but also contributed to the positive growth in revenue for matrimonial sites during the pandemic.

    Jeevansathi generated a revenue of Rs 96.9 crore, whereas Matrimony.com generated a revenue of Rs 377.8 crore in FY21.

    Revenue Growth of Top Indian Matrimonial Sites (Jeevansathi.com, Matrimony.com)
    Revenue Growth of Top Indian Matrimonial Sites (Jeevansathi.com, Matrimony.com)

    The Impact of Video Features on Matrimonial Sites

    Matrimonial sites are embracing new ways of matchmaking, and video features have played a pivotal role in their growth, even during the lockdown days.

    Shaadi.com, which is one of the most popular matrimonial websites in India, launched Shaadi Meet, a video/voice calling feature exclusively for premium members. With in-person meetings restricted due to the pandemic, this feature enabled potential brides and grooms to interact safely through virtual means.

    The response was overwhelming, with nearly 75,000 users utilizing the service on the first day, escalating to 105,000 users on the following day. In less than a month, the number of video calls exceeded 500,000, indicating the growing acceptance of this innovation in matrimonial match-ups.

    The introduction of video calling features addressed the need for safe communication among users who were hesitant to share personal contact details like WhatsApp numbers with strangers. In this aspect, Bharat Matrimony’s “Secure Connect” feature further empowers women, allowing them to receive calls from premium members without disclosing their contact numbers. Women have full control over responding to the other party, ensuring privacy and safety in their search for a life partner.

    Experts say this added feature will help empower women. “It might address the phenomenon of men stalking women. Restricting men’s ownership of communication is very welcome,” said Madhavi Menon, Director of the Center for Studies in Gender and Sexuality at Ashoka University.

    Overall, the incorporation of video features into matrimonial sites has not only deepened user engagement but also enhanced the safety and convenience of the matchmaking process, making it an invaluable tool in such challenging times.

    Pandemic’s Growing User Base for Matrimonial Sites

    The pandemic has brought about a shift in the target audience of matrimonial sites, with specific groups showing increased interest in finding a life partner through these platforms.

    One significant segment includes Indians who are divorced or have lost their partner and are now considering another partner.

    Rohan Mathur, the Chief Business Officer at Jeevansathi said, “In the last two months, we have also seen an increase in second marriage profiles, and the year-on-year growth has doubled. Additionally, the growth seen in second marriage profiles during COVID-19 has outdone the overall platform growth.”

    Another group contributing to the surge in users on matrimonial websites consists of working individuals who are single. Adhish Zaveri, the Marketing Director of Shaadi.com, highlights that singles were already active on the platform before the pandemic, accounting for 70% of the profiles. However, the COVID-19 period has further accentuated this trend. Engagement on Shaadi.com in small cities witnessed a rise of 30–35%. The easing of restrictions, or “unlocks,” has also played a role as people consider organizing weddings in a small, intimate setting.

    As the pandemic continues to impact lifestyles and relationships, matrimonial sites are witnessing an increased influx of users, catering to the diverse needs and preferences of these specific target groups.

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    The Rise of Fake Profiles

    One of the negative aspects of matrimonial sites that comes with an increased number of users is fake profiles. The number of signups has gone up by an average of 400% week-on-week from what it was before COVID-19, which unfortunately includes an increase in the number of fake profiles. To counter them, the websites are introducing more advanced profile filtering and privacy control technology.

    The trend of increasing signups is also visible on EliteMatrimony, which caters to people with high net worth and celebrities. In India, about 60 million people are looking for life partners at any given time, out of which 10 to 12 million get married a year, which constitutes 24 million couples. When it comes to online matchmaking, only 6 to 7 million people register, out of which only 20% find a match, said Mr. Janakiraman.

    Conclusion

    Despite the constraints posed by the pandemic and lockdown, the wedding industry witnessed a significant surge in the number of customers registering on matrimonial sites. In India, the wedding market, valued at a staggering $50 billion, has been experiencing rapid annual growth rates. The digital shift has prompted the wedding marketplace to enhance its product features, offering an enhanced mobile app experience to cater to the evolving preferences of its customers.

    With more people turning to online platforms to find their life partners and organize weddings in the face of lockdown restrictions, matrimonial sites became a vital lifeline, fostering meaningful connections and paving the way for the celebration of love amid the unprecedented circumstances. As the industry continues to adapt to the changing landscape, the growth and innovations witnessed during the past pandemic are likely to have a lasting impact on the future of weddings and matrimonial services in India.

    FAQs

    What is a matrimonial site?

    A matrimonial site is a platform that helps brides and grooms find their perfect match.

    How many matrimonial sites are there in India?

    There are over 1500 matrimonial sites in India. Some of the leading matrimonial sites are Shaadi.com, BharatMatrimony, Jeevansathi.com, and more.

    How do matrimonial sites make money?

    Matrimonial sites make money through various methods, including annual subscription services, premium features, and advertising.

    Which is the best matrimonial service in India?

    Some of the best matrimonial sites are BharatMatrimony.com, Shaadi.com, Jeevansaathi.com, Vivaah.com, and SecondShaadi.com.

    What is the market share of matrimony sites in India?

    In India, BharatMatrimony holds the dominant position in the organized online matchmaking sector, capturing 60% of the market share. Shaadi.com follows closely with a 30% share, while Jeevansathi holds 10% of the market share.

    How do you find yourself a perfect partner in matrimony?

    Tips to Find Your Perfect Partner on a Matrimonial Site:

    1. Establish a strong connection with someone you resonate with.
    2. Conduct background research to ensure compatibility and trustworthiness.
    3. Seek a partner who shares common interests and values.
    4. Mutual respect is crucial in any relationship.
    5. Invest time in getting to know each other better.
    6. Spend quality time together to strengthen your bond.
    7. Assess their loyalty and trustworthiness in the relationship.