1. INTRODUCTION 2. SUCCESS FACTORS 3. EVOLUTION OF THE PLATFORM 4. SWOT ANALYSIS 5. RECOMMENDATIONS 6. IMPLEMENTATION CHALLENGES

1. BHARAT
MATRIMONY
CASE STUDY
Anindya Singh
PGP Rise | 2023-24

2. AGENDA
01
02
03
04
05
06
INTRODUCTION
SUCCESS FACTORS
EVOLUTION OF THE PLATFORM
SWOT ANALYSIS
RECOMMENDATIONS
IMPLEMENTATION CHALLENGES
1

3. 2
CASE STUDY QUESTIONS
1. What are the reasons for Bharat Matrimony.com's success? How did the platform evolve?
Slide 4 - Sucess Factors
2. What are the core elements of a matching platform that BharatMatrimony.com could
leverage across other businesses? Why did the other services fail?
Slide 6 - SWOT Analysis, Slide 7 - Recommendations
3. What other opportunities can Bharat Matrimony.com explore given its success in
matrimony and property? Is online dating, an opportunity for Bharat Matrimony.com
Slide 7 - Recommendations
4. What are the internal strengths and weaknesses of Bharat Matrimony Matching? What
are the opportunities and threats in the macro environment - technological,
environmental, political, economic, social, demographic, etc. in which Bharat Matrimony
Matching operates in?
Slide 6 - SWOT Analysis | Slide 8 - Implementation Challenges

4. Pioneered internet-based B2C services in India, while Mr Janakiraman
simultaneously managed the platform alongside his job in New Jersey.
Initially targeted the Tamil-speaking community and quickly gained traction,
leading to the consolidation of 15 micro-sites by 1999.
Merged with Sify.com in 2002-03, marking a significant milestone in its journey.
Geographical expansion to Hyderabad, Delhi, and Mumbai was achieved by
2004-05, broadening its reach across India.
By 2007-2008, Bharat Matrimony had already established itself as a strong
brand in the online matrimonial services sector, becoming a trusted name in
the industry.
Founded in April 1997 by Murugavel Janakiraman, an alumnus of the University
of Madras.
INTRODUCTION
3

5. BharatMatrimony.com was one of the early
players in the online matrimony space in
India, giving it a first-mover advantage.
SUCCESS FACTORS
EARLY MARKET
ENTRY: Over the years, it has built a massive user
base with millions of registered profiles,
making it one of the most trusted platforms
for matrimonial matchmaking in India.
(User Base: 5 Million+ Reference Link)
BharatMatrimony.com focuses on building
trust and safety features, including KYC
verification processes and privacy
controls, to make users feel secure.
USER TRUST:
BharatMatrimony.com recognized the
diverse cultural and regional preferences in
India and offered localized services,
catering to different communities,
languages, and regions.
LOCALIZED
APPROACH:
4

6. EVOLUTION OF THE
PLATFORM
M Janakiraman a young programmer in New Jersey
launches a community portal for Indians living abroad
Launches Flagship brand
BharatMatrimony
The first round of funding of 8.65
Million USD from various PE
investors
The second round of 11.75 Million USD
LAUNCH 1ST FUNDING
MATRIMONY.COM 2ND FUNDING
1997 2000 2006 2008 2009
Launches “Community Matrimony”
COMMUNITY MATRIMONY
Gets listed on Stock Exchange Rolls out “MatrimonyBazaar” Launches professional wedding
photography service
Over 140 Matrimony retail outlets
across India
STOCK EXCHANGE WEDDING PHOTOGRAPHY
MATRIMONY BAZAAR MATRIMONY OUTLETS
2017 2016 2015 2011 2010
Rolls out “Assisted Matrimony”
ASSISTED MATRIMONY
2018
Ropes in former cricket captain
MS Dhoni as the brand ambassador
BRAND AMBASSADOR
5

7. Internal Strengths
Strong Brand: Bharat Matrimony.com enjoys a strong brand reputation and high
user trust, built over years of operation.
Advanced Technology: The platform leverages cutting-edge technology,
including AI and machine learning, for precise match recommendations.
Vast User Database: With millions of registered profiles, it possesses a
substantial user database for matchmaking.
External Opportunities
Diversification: There's a substantial opportunity for diversification into related
areas such as online dating, professional networking, or family services,
leveraging its user trust and data.
Global Expansion: Exploring markets beyond India and catering to the Indian
diaspora worldwide presents a significant growth opportunity.
Technological Advancements: Ongoing technological advancements can further
enhance matchmaking accuracy and user experience.
Internal Weaknesses
Overreliance on the Indian Market: A significant portion of the platform's user
base and revenue comes from India, posing a vulnerability to economic
fluctuations and regulatory changes in the country.
Competition from Specialized Players: Specialized competitors in various
verticals may outperform Bharat Matrimony.com in specific domains
External Threats
Changing Social Norms: Evolving social norms and preferences may impact
traditional matchmaking services, requiring adaptation.
Economic Fluctuations: Economic downturns can affect consumer spending on
premium matchmaking services.
Regulatory Changes: Changes in government regulations or data privacy laws
may pose compliance challenges and affect operations.
SWOT ANALYSIS
6

8. PROFESSIONAL
NETWORKING
Platform's well-established user
trust to introduce new services
Utilizing the extensive user database
to offer personalized services, targeted
advertising, and data-driven insights to
users and potential partners.
LEVERAGE EXPERTISE
Capitalize on the platform's regional
and cultural expertise to create
customized offerings for specific
communities and markets.
Refining matchmaking algorithms to
enhance user satisfaction and
accuracy.
Launching an online dating
platform to cater to the evolving
preferences of a younger
demographic seeking casual
relationships.
Introduce a professional networking
platform akin to LinkedIn, using user
data to connect individuals with similar
career interests and goals.
Explore opportunities related to family
planning, parenting guidance, and
counselling services, building on the
platform's role in facilitating family
formation.
Leverage localized expertise to offer
services related to event planning, and
catering to various cultural and
religious occasions.
UTILISE USER
TRUST
HARNESS USER
DATA
ONLINE DATING
PLATFORM
FAMILY SERVICES
LOCAL SERVICES
RECOMMENDATIONS
TECHNOLOGY
LEVERAGE CORE ELEMENTS
POTENTIAL VENTURES
7

9. New Technology: Investment in R&D and training for
seamless technology integration.
Scaling Expertise: Targeting different regions.
(Tier 2 & 3 will be a challenge)
Market Education: Comprehensive marketing
strategies for user onboarding will be needed.
Niche Engagement: Tailored strategies for niche
audience engagement. (e.g. LGBTQA+)
Cultural Sensitivity: Maintaining cultural awareness
in services related to family and local events.
Market Saturation: Growth hacking and referral
strategies to gain an initial user base in competitive
niches.
CHALLENGES TECHNOLOGY AND EXPERTISE NICHTE MARKET
IMPLEMENTATION CHALLENGES
Data Privacy: Address user concerns about data
privacy through transparent policies.
Transferring Trust: Assure users of the platform's
commitment to quality in new ventures.
Competition: Develop Unique Selling Points to
compete effectively.
Data Privacy Regulations: The Government may come up
with evolving data privacy regulations.
Market-Specific Regulations: Research and adapt services to
meet market-specific regulations.
Legal Challenges: Established procedures for conflict
resolution and risk mitigation will be required
REGULATORY CHALLENGES
8

10. THANK YOU!
WEEKLY
CASE
anindya.singh@mastersunion.org
Anindya Singh
REFERENCES:
https://www.slideshare.net/aryan9030/bharatmatrimony
https://www.scribd.com/document/269010534/Bharat-Matrimony-Case-Study
Case Slide