Online matrimonial websites are in trend from past 1 and a half decade and this industry requires very different strategies to achieve success. Because of the number of arrange marriages that are done in India, this industry has a massive market size plus the demand in this sector seems to be increasing with increasing number of internet users. No matter how many social media networks are launched, this industry can never lose its charm.
The man behind Shaadi.com
Shaadi.com is one of those very few names which knew that this concept is gonna work in India. It was founded in 1996-97 by Anupam Mittal who wanted to help Indians in matchmaking as he saw that people in our country need a medium to connect with each other for making everlasting relationships. Before this, he was working in the US in a business intelligence software company.
Marketing strategies used by Shaadi.com
Shaadi.com works on the concept of solving real-life problems and engages its users to connect with others on the basis of similar interests. The website design of Shaadi.com is very simple to use plus it makes the user spend more time on the site by showing profiles that attract them to visit more profiles. Marketers of this platform know that social media should not be avoided and they make sure all the posts are engaging and related to the people in age-group 20-30 as most people marry in India during this age. Contests and games are arranged on regular basis make users interact with each other.
Congratulations to the winners of #FastForHer. Thank you all for participating! 😊 pic.twitter.com/biDPIIOie0
— Shaadi.com (@ShaadiDotCom) October 30, 2017
Shaadi.com has hosted many campaigns to increase the awareness of Indian society towards problems such as dowry, child labour and women empowerment. Below is one such campaign that gained huge popularity:
Having offline centres help those who don’t find it easy to search matches in the online world. More than 100 physical centres are available for such people. Shaadi centres are available in more than 70 cities across India.
How Shaadi.com earns money?
Shaadi.com has a very simple yet effective way of earning money. Users are allowed to register for free but if they get a match, anyone out of the 2 should have the premium account to communicate. These premium accounts are not free and a fixed amount is charged for an interval of time. Looking at various profiles makes the user curious to know more about them and for this, a lot of people do pay for matrimonial websites.
Started as an experiment, Shaadi.com has changed the online matrimonial industry in India and helps and has contributed to millions of marriages across the world. With a user base of more than 35 million people, Shaadi.com has proved that business is all about solving problems in a profitable way.
