Competition analysis of Matrimony sites: Study by FPS

CompetitionStudy-Matrimonial sites

Chart by chart analysis of the Matrimonial sites
& their parent companies

Top 5 Matrimonial Sites Presently
• Shaadi.com : The world's oldest and most successful matrimonial service. Hundreds of
thousands of people have met their life partners through our revolutionary matchmaking
service and countless others have made some very special friends.

• BharatMatrimony.com :
BharatMatrimony.com is celebrated as the
Most Trusted Matrimony Brand combining
tradition and technology. A network of 15
regional portals and over 2 Crore
members, BharatMatrimony has found a
place in the Limca Book of Records for
facilitating a record number of marriages.

• JeevanSathi.com : Jeevansathi.com was
acquired by Info Edge in September 2004.
The site enables brides or grooms or their
families to identify potential marriage
partners by providing suitable matching
tools.

• SimplyMarry.com : SimplyMarry.com is
the fastest growing matrimonial portal in
India, promoted by The Times of India
group, the largest media & entertainment
conglomerate in the country.

• MatrimonialsIndia.com :
MatrimonialsIndia.com one of the most
frequently visited and highly preferred
matrimonial site. Providing an ample
database of profiles, we are immensely
known for the perfect matchmaking, handy
navigation and commendable services.

People
Group
(Shaadi.com
)
Consim
Info Pvt.
Ltd(Bharat
Matrimony.
com
Info Edge
India Ltd.
Times
Business
Solutions ltd.
Weblink .In Pvt.
Ltd
(MatrimonialsIndi
a.com)
The Group
was formally
launched by
Anupam
Mittal in 2004
to explore
opportunities
in the
Internet and
Mobile
space.
Main
services job
searches,
buying and
selling of
property,
automobiles
&
connecting
people on
the internet
with
information.
Premier on-
line
classifieds
company in
recruitment,
matrimony,
real estate,
education
and related
services.
“Life
Interactive”
arm of the
Times Group,
provides
global internet
users
interactive
media to
provide
support,
assistance,
and guidance.
Provides business
solutions for
Business-to-
Business (B2B),
Recruitment,
Matrimonial, Real
Estate, Travel &
Hotel and
Ecommerce Web
Development
Analysis Of The Parent Companies
Of The Matrimonial Sites

Analysis Of The Parent Companies
Of The Matrimonial Sites
People Group
(Shaadi.com)
Consim Info
Pvt. Ltd
(BharatMatri
mony.com)
Info Edge
India Ltd.
Times
Business
Solutions ltd.
Weblink .In
Pvt. Ltd
(Matrimonials
India.com)
Structured into
two different
companies -
People
Interactive and
People
Infocom.
People
Interactive is
the Consumer
Internet arm of
the Group and
owns the
parent brand
Shaadi.com
Bharat
Matrimony is
Consim’s
maiden
venture
which proved
to be quite
successful to
get
recognized
by Limca
Book of
Records
Founded
JeevanSathi.c
om with 14
offline
JeevanSathi
match points
SimplyMarry.c
om was
founded on
2006 reaching
much number
of traffic &
actual
registrations
proving its
success story
MatrimonialsIn
dia.Com has
become the
interactual
virtual
marriage
bureau getting
more than 200
profiles every
day

Shaadi.com
•World’s largest matrimonial website
•Founded by Anupam Mittal in 1996
•Ranked as the No.1 matrimonial brandin the ‘Most trusted brands
survey’ releasedby Brand Equity in2010
•Launched ‘Angry Brides’a facebook game to create awareness and
showcasethecompany’s stand against dowry
•Has offices in UK, USA, Canada, UAE andinall the major cities in India

Shaadi.com
• A feature-rich dating and matrimonial site
that includes a very helpful popup tool
system that guides you through the
process.
• A Shaadi Toolbar is available that makes
accessing the site very easy; the toolbar
alerts you to new messages right away

Shaadi.com
• Reported to be India's number one
matrimonial services provider, as
determined by number of site visitors.
• Unconditional guarantee with 100%
money back.
• New Android mobile app launched by it
enabling people to access it via smart
phones.

Revenue model
• Somebody comes on [to the site], signs up, and puts up a
profile
• Then there’s “Person A” & “Person B” who find that they are
interested in each other
• “Person A” sends a request to “Person B” by clicking a button
• After accepting, any one of them has to pay to take the
conversation further, or else they are stuck
• It’s only when they have found somebody, they have to pay

Challenges
•Shaadi.com has been wondering how it can bring back customers to its website because
once their objective is fulfilled, they has no reason to return
•Until 2005-2006 most people didn’t even understand what they are up to
•“Why should I go online to find a partner? You must be desperate to [if you have to go]
online.”That mentality was a challenge
•Cultural barriers
•Buying advertising was initially very hard

How is it different from other matrimonial sites?
•Shaadi.com took the first step of a movement against dowry through ‘Angry Birds’;
Engagement level on Facebook is very high

Source: http://www.consumercourt.in/online-shopping/105748-complaint-against-
shaadi-com-fraud-scheme.html

Source: http://www.mouthshut.com/websites/Shaadi-com-reviews-925034079

Learning
•It has extended its services to various platformssuch as mobile, television and DTH
•In the offline space, shaadi.com has launched Shaadi Centers and now has a network of over 100
centers across 87 Indian cities
•Most of their spending is online but they do campaigns from time to time

Bharatmatrimony.com
•Founded in1997 by Murugavel Janakiraman
•Has 130 offices inIndia, withoneoffice in Dubai
•In 2006, thewebsite earned into the Limca book of World Records for
havingfacilitatedthe highest number of documented marriages online in
India
•Has mobile appsfor iPhone, iPad, BlackBerry, Nokia and android users
inIndia

Revenue model
•Bharat Matrimony has a network of 15 regional portals and over 2 Crore
members
•It makes more than 85% of its revenues from user subscription
revenues at Bharatmatrimony
•They also have a huge tele-marketing team to convert the parents of
brides/grooms to become a paid member
•Various membership plans that differ according to the length of time a
profileis posted, and features like level of personalization, special
highlightingof the profile, access to verified phone no. , etc

BharatMatrimony.com
• Standard membership is free and contains
the usual benefits - create a personal
profile as well as your ideal partner profile.
You can send and receive expressions of
interest and send voice messages to
members that you are interested in.

BharatMatrimony.com
• Paid memberships, as usual, offer
considerably more benefits. Bharat
Matrimony restricts free membership to
one regional portal but with a paid
membership you can search in all 15
regions for your ideal partner. You also
receive a number of verified phone
numbers with memberships.

BharatMatrimony.com
• If you feel you need that extra support,
Bharat Matrimony offers individually
tailored extras like the Matrimony Booster
which emails your profile in an attractive
format to up to 250 members who meet
your ideal partner profile.

BharatMatrimony.com
• There is the Astro Match feature which
ensures you know whether a prospective
partner is an auspicious astrological
match.
• Bharat Matrimony also offers an online
matchmaker service who will help you
create your profile and horoscope, and
personalize an email for you to send to all
matching profiles.

Challenges
•Main competitor “Shaadi.com” has a strong base in the northern part of India
•Other means of finding a partner like social gatherings , family, and other networks
•To build trust on online marriages
•When it comes to attracting new users in the first place, the biggest limitationthat
matrimonial portalsface is that of low internet penetration

•Only portal to provide Verified Profiles, VerificationServices, 15 region specific portals,
free horoscope generation in 9 languages, real time horoscope matching in 6 languages,
Multi-lingual interface, Matrimony Reference and Mobile Alerts to name a few.
•Number of marriages they have arranged is far more higher than any other site in the
world and created a world record
•Agencies like JuxtConsult and Alexa have ranked them as the most visited and the best
recalled brand name in India.

Source: http://www.complaintboard.in/complaints-reviews/bharat-matrimony-
l61387.html

Source: http://www.consumercomplaints.in/bharat-matrimony-b100120

Source: http://www.mouthshut.com/websites/Bharatmatrimony-com-reviews-
925103365

Learning
•Uses a variety of channels for promotion like TV commercials, Newspapers and magazines, as
well as the internet
•For television, the company has produced a large number of ads, most of which have been
designed to target the youth of this generation
•Makes use of Facebook, Twitter and Youtube for promotions
•The company has both a Facebook App and a Facebook community
•The companies Twitter feed seems to be the most neglected of all, with the company selecting it
to post “thank you, we will resolve your issue soon” messages to complains

JeevanSathi.com
• There is both free and paid memberships.
Standard Membership is free and it is easy
to register. You can create a profile for
yourself or for a family member and define
the ideal partner profile.

JeevanSathi.com
• With the free membership, you can access
all profiles and express interest, but you
cannot share contact details or send
messages to members that interest you
which limits the possible success of a free
membership.

JeevanSathi.com
• If you are considering paid membership,
then there two main types - the eRishta
(relationship) and the eValue membership.
With both type of memberships, you can
contact members by an inbuilt messaging
system or through the online instant
messaging.

JeevanSathi.com
• There are also special features to enhance
your chances of finding your ideal partner.
If you find writing that perfect profile a pain
and you are not great with words, then
Matri Profile might be the feature for you.
Experts will edit and write your profile to
show off your personality to its best.

Simplymarry.com
•Fastest growing matrimonial portal in India, promoted by the Times of
India group
•SimplyMarry.com is the country's first matrimonial portal to attain huge
success from the Swyamvars organized every week for the benefit of
different communities across the country

SimplyMarry.com
• As part of the Times of India Group,
Simplymarry.com has a reputable
company behind it and it shows in the
quality of the site. The website provides an
online matrimonial service which is
accessible to all, for a fair price and with
no unnecessary add-ons.

SimplyMarry.com
• The standard membership is free and
allows you to create a personal profile,
indicate your ideal partner profile and
initiate interest to members who you think
might be a possible match.
• You can upload your pictures and there is
also the option of uploading pictures of
your family

SimplyMarry.com
• In general, the quality of the pictures is
good and you can enlarge them to get a
better look. Even better, Simplymarry.com
enables security to protect your pictures
so they cannot be downloaded from the
website without your knowledge.

SimplyMarry.com
• When searching through profiles, you can
restrict your searches to categories that
you prioritize most, for example, location,
religion, education or profession as well as
using an advanced search to look for
profiles that match your ideal partner
profile.

SimplyMarry.com
• The Speaking Tree Soulmate matrimony is
for those members who want to find a
partner who matches their spiritual
interests as well as physical. The idea is to
find a partner who is willing to develop
their religious or spiritual commitments
with you. Then there is the 'HUM=TUM'
Manifesto for Equality in Marriage.

SimplyMarry.com
• Other features include finding if a profile
matches yours through the 'match-tech'
feature which matches profiles according
to a persons astro-details, socio-economic
situation and physical attributes.
• The 'astro match' feature checks to see if
their astro chart is in line with yours

SimplyMarry.com
• SimplyMarry.com is a VeriSign Secure site
which means that it guarantees the safety
of your details when making payments.
The memberships also allow you to
access a generous number of members'
contact details for each subscription.

Challenges
•Risingtide of divorces across urban India could threaten their businesses
•The competitors have been pushing their offline presence up in the past few years

•It is Metro based
•Owned by the eminent group of the Times Of India, its got lots of credibility

Source: http://www.mouthshut.com/websites/SimplyMarry-com-reviews-925072834

Source:
http://decidebuddy.com/matrimonials/wwwsimplymarrycom/review/simplymarrycom
-is-a-good-website

Learning
•Competitorslike Shadi.com & Bharatmatrimony.com are dominating the market
•SimplyMarry.com is the country's first matrimonial portal to attain huge success from the
Swyamvarsorganized every week for the benefit of different communities across the country.

Drawbacks
Question of Authenticity- Asthe registration is free for some matrimonial websites,
people create fake profiles online. People generally not able to differentiatebetween
a genuine and a fake profile and becomes a victim of fraud.
Confidentiality- Asinternet can be accessed universally you never know how far
your private details will travel. People can create fake profiles by using your name
and put degrading content in it. This can be fatal for one’s reputation.
Past Life-Many people don’t reveal their true details about there past lives or
informationabout their past actions. They can put incorrect informationonline and
misleadothers.
Disparity : Inthe beginning stages everything is in air, the match expectation and
the interest hits are way apart. Figuring out the best out of the lot of alluring
choices create a haphazard situation.
Deceptive Profiles-In some cases, members write down false informationabout
them. Therefore one should be careful enough to have the detailed information
before making any final decisions.
Overseas Matches-One need to be extra careful while contacting an allianceout of
India. Every year there are many cases of NRIs who were already married and again
got married through these sites.
Abrupt back out- Fewpeople contact others just for the sake of fun. It is easy for
such people to back out from their commitment. Therefore never fully trust a
person till you meet him/her.

MatrimonialsIndia.com
• Before registering, you can search
member profiles on MatrimonialsIndia.com
to check whether there are members you
would be interested in. This is a great
tantalizer as you do not get full access to
the profiles.

• MatrimonialsIndia.com is divided into
several sub-categories: profession
matrimonial, religion matrimonial and
caste matrimonial so you can prioritize
your search according to the categories
which matter most to you - or ignore them
if you want to increase your options.

• As with most sites, the paid memberships
bring the most benefits. From silver
membership upwards you can send
personalized messages and see a limited
number of verified contact details. For
those of us who can't think of what to say
to a member with a great profile - there are
personalized message 'templates' to help
us get started.

• Gold Membership offers a few extra
features to increase your odds of finding
your perfect partner including listing your
profile in bold and adding a 'call me free'
icon to your profile. If your budget
stretches to a Premium Membership then
you are guaranteed personal assistance in
your search.

• The website also has a few additional
features which make it stand out - there is
an activities summary on your home page
which helps you monitor the profiles you
have contacted and which profiles you are
waiting for responses, which have
responded - negatively or positively.

Mode Of Operation
Shaadi.com, BharatMatrimony.com, JeevanSathi.com &
SimplyMarry.com all function online as well as in offline manner.
MatrimonialsIndia.com isthe sole online operational matchmaking
website.
Their modes of operating are mentioned in following slides.

Shaadi.com
Operates via offline as well as
online mode
• These are known as Shaadi Centres
Offer personalised services &
secure database
• A well-trained team of Relationship
Advisors assist members in their search
for a life partner.

BharatMatrimony.com
Services both online & offline
• BharatMatrimony.com has
2300 affiliates
Services cater the NRI
communities also
• Setting up operations in USA,
Dubai, Canada and more
recently in UK

JeevanSathi.com
Offline points set up for
JeevanSathi.com
• Presently 14 offline Jeevansathi Match
Points & some franchisee centres
Assisted services
• help prospective brides or grooms or their
families understand and interact with site

SimplyMarry.com
SimplyMarry.com is operated in
offline mode
• Commendable offline medium for
prospective brides and grooms to meet
and interact but also, the right address
for better profiles.
Targeting Social Media &
increased popularity
• Person can share with potential
matches their social media info
like Facebook, Youtube, LinkedIn

operates through online
medium
• Online portal for matchmaking
Functions globally
• Aids users to find their perfect
match across countries, religion,
caste and communities

Analysis Of The Matrimonial Sites
Shaadi.com BharatMatri
mony.com
JeevanSathi.
com
SimplyMarry.
com
Matrimonial
sIndia.com
Types of
memberships:
a) Standard
free
b) Gold
c) Diamond
d) Diamond
Plus
e) Platinum
Types of
membership:
a) Standard
free
b) Classic
c) Classic
Plus
d) Classic
Super
e) Combo
Types of
membership:
a) Free
standard
b) eRishta
c) eValue
Types of
membership:
a) Standard
Free
b) Platinum
c) Platimum
Plus
d) Diamond
e) Diamond
Plus
f) Gold
g) Gold Plus
Types of
membership:
a) Standard
Free
b) Silver
c) Gold
d) Diamond
e) Premium

mony.com
JeevanSathi.
com
SimplyMarry.
com
Matrimonials
India.com
Features like
SPOTLIGHT
& BOLD
LISTING
increases
interest in
one’s profile
Matrimony
Booster will
email one’s
profile in an
attractive
format to up
to 250
members who
match his/her
ideal partner
profile. A
follow up text
will be sent to
members who
received an
email
Apart from
BOLD
LISTING, the
other features
to boost
responses
here are-
RESPONSE
BOOSTER &
MATRI Profile
For better
responses the
benefitted
people are
those who go
for the Gold
Plus
Memberships
& the
Diamond Plus
ones as they
get to give a
free ad in
Times of India
There is an
activities
summary on
home page
which helps
you monitor
the profiles
you have
contacted and
which profiles
you are
waiting for
responses,
which have
responded -
negatively or
positively.

mony.com
JeevanSathi.
com
SimplyMarry.
com
MatrimonialsI
ndia.com
There’s only
the Bold
listing &
Spotlight add
ons for
Diamond Plus
& Platinum
Plus members
to increase
visibility for a
specific time
limit.
Classic
Super &
Classic Plus
members
have the
benefit of
better profile
visibility in
search
results
eValue
Membership
offers feature
in special
searches for
members with
contact details
visible
For Diamond &
Platinum
membership
there’s
advantage of
Text link &
Picture profile
link
respectively in
the home page
For Diamond
& Platinum
members it
offers the
feature of
their own
presentable
web page

mony.com
JeevanSathi.
com
SimplyMarry.
com
MatrimonialsI
ndia.com
Verification of
contact
number is
done which
enhances the
response
rates as well
as there’s a
Shaadi Seal
feature which
is obtained
after proofing
the personal
intel
People going
for paid
memberships
get the
advantage of
protecting
personal
information
including
photos,
horoscope,
reference
and
matrimony
stamp
Jeevansathi
offers a
service to
verify
telephone
numbers.
Apart from
this theres a
security
measure to
safeguard
pictures
uploaded &
also hiding
profiles
Simplymarry.c
om enables
security to
protect your
pictures so
they cannot be
downloaded
from the
website
without your
knowledge
After being
registered in
the site, the
security team
takes 48 hours
to process the
resgistry to
avoid
fraudulent
cases

mony.com
JeevanSathi.
com
SimplyMarry.
com
Matrimonials
India.com
Dedicated
Relationship
manager
assists with
profile
creation,
searching and
screening,
contacting,
follow up and
arranging
meetings
Personal
matchmaker
services.
Individual
assistance in
searching and
short listing
profiles.
Personalized
horoscope
matching
service & e-
mail service
Jeevansathi
connects its
online service
to Matchpoint
Offices in
seven cities
across India.
Staff tries to
match the
most suitable
profiles and
gives advice
on how to
make the
most of
membership
Organizes
regular
Swyamvars
events in
cities around
India which
have proved
popular for
prospective
brides/grooms
and their
families to
find a match.
For Platinum
members
there is
personalised
services from
the site.

Shaadi.com BharatMatrim
ony.com
JeevanSathi.
com
SimplyMarry.
com
MatrimonialsI
ndia.com
2 notable
features:
a) Speaking
Tree
Soulmate
matrimony
(members
who want to
find a partner
who matches
their spiritual
interests as
well as
physical)

Shaadi.com BharatMatrim
ony.com
JeevanSathi.
com
SimplyMarry.
com
MatrimonialsI
ndia.com
b)
'HUM=TUM'
Manifesto for
Equality in
Marriage.
Sets out the
belief in
respect for
each other in
marriage and
the need to
share
responsibility

Competition analysis of Matrimony sites: Study by FPS

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