The study provides an overview on the Indian online dating and matrimony market. It analyses various competitors in the online dating market in India and also discusses gaps and drivers in this market.

1. Online Dating & Matrimony
Industry Profile
29 July, 2013
Troika Consulting

2. Presentation Plan
 Online Dating & Matrimony Industry Profile
 Online Dating Market
 Online Matrimony Market
 Key Players – Online Dating (1/2)
 Key Players – Online Dating (2/2)
 Key Players – Analysis by Focus
 Key Players – Benchmarking
 Target Group
 Gaps
 Main Drivers

3. Online Dating Market
The current size of the online dating market in India is around USD 130 million. By 2015, it is estimated to rise to USD 206
million, representing a CAGR of 16 percent.
Online dating market size, %
Population, billion
3.25%
16.67%
83.33%
96.75%
India
•
Rest of the world
India
Rest of the world
India represents around 17 percent of the global population, however, India‟s market size accounts for only 3.25 percent of the global market. This
difference represents a huge opportunity for upcoming and current players in India.
The US with a market size of USD 2000 million accounts for the largest pie of the market. Even though US is mature market, it is growing
at a rate of 12 15 percent. Thus, India being a developing market, industry sources predict a growth of 15 20 percent in the coming years.
According to industry sources, India and UK have witnessed a steep rise in the popularity of online dating.
•
In India, presently only 6 million people are using online dating services, according to StepOut.com. By 2015, the number is estimated to rise to
115 million, a CAGR of 167 percent.
Source: Dating websites upbeat on India, Online Dating Statistics & Facts

4. Online Matrimony Market
The online matrimony market is valued at INR 510 crore and is growing at around 30% annually, according to the Internet and
Mobile Association of India (IAMAI).
Market statistics
Online dating v/s Online matrimony
• The overall online matrimony market has around 35 40 million
registered profiles.
40
20% of profiles are registered on behalf of singles by
their parents, relatives and friends
6
• 93 percent of the revenues of a matrimonial site come from
subscribers, while the remainder comes from the
advertisements.
Registered users
(millions)
Online dating
Online matrimony
• The average time between profile upload and marriage is 3
months.
• The margins in this industry are very high ranging from 50 70
percent.
Source: Indian Online Matrimony Market, How has Internet dating changed society?, Matrimony portals making serious
efforts to counter rising tide of divorces, ensure lasting unions

5. Key Players – Online Dating (1/2)
Are they advocating marriage? NO.. They mostly position themselves as a platform to connect with single people and leave the
discretion on level of involvement in the hands of the user.
StepOut.com
“Find partners for fun, dating and long term relationships”
•
•
•
Aims to unite Indian singles worldwide. Mostly focuses on
Indians living in North America and UK
Differentiates itself by claiming to offer more safety and
security. And does not use the word „dating‟ on website
•
An affiliate of Cupid plc, a global online dating company
offering multiple network websites
•
“Our research confirmed that there are many people who
would like to meet people without having marriage on their
minds all the time,” says Founder Sachs.
Average age of community is 24 and has greater
proportion of females to males
“„click, connect, meet‟ before marriage. Emphasises on the „getting
to know‟ stage of a relationship & not simply on marriage”
•
An initiative launched way back in 2003 by Anupam Mittal
of shaadi.com
•
Employs algorithms programmed to study users' behaviour and
recommend profiles to users
•
Fropper Forums enable users to find people with similar
interests/passion
•
Allows the user to connect, meet and network with Indian
singles all over the globe
•
Offers virtual gifts in the form of laddoos, flowers and mango
juices. Also offers relationship advice
Source: Niche social network StepOut, the #1 meeting place in India , StepOut, Step in with stepout, Calcutta Times, New
breed of startups uses cutting-edge technologies for match-making, Online Dating Services TwoMangoes Raises Angel
Funding, People Interactive (I) Pvt Ltd, Fropper Indian Dating Reviews, Indiandating
Twomangoes.com
“Fropper is ALL about meeting people, making new friends &
having fun with photos, videos, games & blogs!”
Fropper.com
Indiandating.com
“India's number 1 place to meet new people have fun
experiences and form real life relationships.”

6. “Based on the concept of "Relationship Networking“, make
exciting new relationships - be it a friend, a partner or a soul
mate, online!
“An "invitation only network" and not a dating or matrimonial
site”
•
Restricted membership mostly through reference of
existing members
•
A unique way of finding a soul mate
Portrays as a platform to find a perfect partner or soulmate, designed exclusively for one-on-one conversation
•
Verifies every member by official email ID or college
documents, discouraging fake profiles
•
Each user pays for every person they initiate contact
with, not based on a monthly subscription
•
About 259 registrants from
Yale, Stanford, MIT, Cornell, Columbia, Cambridge, LSE, II
Ts, IIMs and other top universities
“„A person can perform a marriage search on behalf of a
relative, not just for oneself. Plus, members can narrow their
searches by specific language, religion, diet, caste, and other
traits”
•
Subsidiary of FriendFinder Networks Inc., an international
Internet-based social networking and technology company
•
Allows browsing of profiles across multiple countries
•
The profiles do not seem very authentic and may be fake
Source: MyMitra, A Premium Match Making Service For Graduates World Wide, New breed of startups uses cutting-edge
technologies for match-making, Mymitra, Lonesome in Delhi? Floh floats hope, In India, More Women Are Playing
Matchmaker For Themselves, Quackquack
Indianfriendfinder.com
“A serious matchmaking and dating site for professionals and
graduates”
MyMitra
Differentiator - plans events around activities that ease up
the pressure of meeting prospective romantic interests
•
•
Floh.in
Quackquack.in
Key Players – Online Dating (2/2)

7. Friends/casual
dating only
Key Indian Players – Analysis by focus
Indiandating.com
Indianfriendfinder.com
StepOut.com
Positioning and focus
Fropper.com
Floh.in
Mymitra.com
Main competitors
Twomangoes.com
Matrimony only
Quackquack.com
Shaadi.com
Bharatmatrimony.com
Least
Jeevansathi.com
Most
Security and authenticity of profiles
Least

8. Key Players – Benchmarking
Player
Extensive questionnaire
Authenticity check
eHarmony.com
Zoosk.com
Match.com
Cupid.com
StepOut.com
Fropper.com
Twomangoes.com
Quackquack.in
Mymitra.com
The parameters have been rated on the following basis:
Least
Highest
Matching algorithms
Penetration in India

9. Target Group
Young population residing in metropolitan cities is the main target group for the online dating market. The matrimony
websites, however, register traffic from non—metropolitan areas also.
•
The main target are young single Indians looking to:
Profile of online users in India, 2012
Serious matchmaking, however through a more
informal platform without the involvement of
parents
•
Top cities where users come from Mumbai, Delhi, Kolkata, Chennai, Hyderabad and
Bangalore
•
Tier 2 cities are also gradually contributing to the growth
of online dating
Percentage
Online Dating
Date casually, or
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
15.3%
Female
6.5%
Online Matrimony
1.3%
1.8%
The main target for these websites are:
Young people of marriageable age
2.4%
3.6%
45 - 54
35 - 44
23.7%
21.9%
25 - 34
15 - 24
Age
•
Globally, India has one of the youngest online demographics.
Parents and relatives of young people
75% of the online users age between 15 34
•
Male
9.7%
55+
•
13.7%
Their users are not restricted to metropolitan cities
Source: State of e-Commerce in India, ASSOCHAM

10. Gaps
What’s already there and growing?
What else is sustainable?
Online interaction + Offline events
Virtual gifts
Complex algorithms for relevant
suggestions and matches
Strict verification process
Current
Casual dating
Matrimony focus
Serious matchmaking
through initial dating
Unique business models
Target on young
professionals
Strong VC backing
Mobile apps
Filling up extensive
profile forms
A unique business model
that is:
 Well differentiated
 Technologically advanced
 Guarantees authenticity
 Clear on target group
 Strategically planned
 Online + Offline + Mobile
Future

11. Main Drivers
Young population looking outside arranged marriages
Availability of an accessible and convenient way to locate people with similar interests
Changing cultural dynamics across both tier 1 and 2 cities
Growing internet penetration
Focus by companies on filtering fake profiles to build trust in online dating
Successful rates of current websites at matchmaking and finding dates

12. Contact:
talk@troikaconsulting.in