Indian Innovation, Not Jugaad - 100 Ideas that Transformed India by Dinesh C. Sharma

Author:Dinesh C. Sharma [Sharma, Dinesh C.]
Language: eng
Format: epub
Published: 2022-01-28T07:28:47+00:00

The idea has caught on and matrimonial websites claim that they have made millions of matches in the past two decades. Given the diverse choices of people, matrimonial websites have gone into the niche mode to cater to choices based on region, religion, caste, profession, income level and place of residence (separate ones are available for non-resident Indians in the Gulf countries, Europe, North America, among other places). Some of these websites have also gone in for their physical presence in the form of stores in many cities, to supplement their online offerings. They have also diversified into all marriage-related services such as venues, wedding photography and catering. With over 35 million members, Shaadi.com claims to be the world’s largest online matchmaking service. Despite criticism that matrimonial websites are perpetuating traditional biases like caste and gotra and occasional cases of fraud, they have been able to open up new choices in the marriage market for millions of Indians. Online matrimony sites also predate dating platforms, which became popular in the 2000s with offerings like match.com and dating apps like Tinder. To introduce a technological intervention into a deeply traditional institution like marriage and to sell matchmaking like organized retail was indeed a breakthrough innovation.

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