Marriages are made online! While this seemed too lame a decade back, the trends are certainly hinting towards something else. With a rise in the number of online matrimonial sites and their success, today’s youth is logging on to these sites to get hitched.
India currently hosts 100 odd matrimonial sites. Out of which some are clear favourites and others are still trying to make a mark. Be it online or offline activities, social initiatives, exclusive matrimonial choices based on the economic background - these portals are trying all the gimmicks to earn more loyalists.
Shaadi.com is on the lead owing to its quirky innovations. Shaadi.com’s one such current innovation is an online game - Angry Brides. The portal sends out an anti-dowry message and to show their support in their belief of ‘marriage is an institution of love, where there is a place for togetherness, mutual understanding, family values and emotional support but not for dowry!’ The game was launched on Shaadi.com's Facebook page which already has over 266,000 people’s likes. Over the years shaadi.com has become quite a hit not just amongst Indian consumers but amongst NRI’s too.
Closely behind Shaadi.com is Bharatmatrimony.com which excels in regional marriages. It is also one of the most publicized sites through word of mouth. Bharatmatrimony not only supports certain social initiatives but it also hosts an exclusive matrimony space called the EliteMatrimony.com. This is a premium matrimony service that helps celebrities, aristocrats and the upper crust of the society to find their matches. This initiative has helped Bharatmatrimony to target the audience from the higher economic backgrounds as well. It also provides a personalized matchmaking service to the potentials through Privilege matrimony.com.
SimplyMarry.com a branch of Times Group benefits not only from the online portal but they remain connected to their consumers through the print too. This helps them to be in touch with the non-internet users as well.
A consumer is the most fickle minded of all and knowing his ability to change loyalties, these online portals are always on their toes to experiment and bring in new innovations to keep the audience hooked on to their sites. Is it serenading the consumer by providing a personalized relationship manager for inventing games that would be fun to play in between intervals? The matrimonial online services are truly a game to all!
April 22, 2013, 5:55 am UTC
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