This document discusses opportunities and challenges for entering the rural matrimonial market in India. There is a large untapped market due to increasing literacy rates and availability of internet in rural areas. However, entering this new market also faces risks like resistance to change, long gestation periods for investment returns, and customers reluctant to pay. Localizing the website, partnering with traditional matchmakers, and promoting through community events can help pioneer in the rural segment.

3. ‘N’ number of players
Competition (shaadi.com,
simplymarry.com)
Overlapping of customer

4. Large market size
1st entrant benefit
Untapped market
Improving life
Increasing literacy rate
Availability of technology (eg. Internet kiosk )
Non Operating Income (eg. Primary data)

6. On account of –
Cost
Revenue
Location
Target customer
Promotion

7. Rural vertical of established matrimonial site (e.g.
shaadi.com).
Pioneer in rural segment.
Localized Internal website.
Joining hands with traditional players.

8. Revenue
Resistance to change
Gestation period of Investment
Business risk due to untapped area
Reluctant to pay

9. Price
Promotio
Place CUSTOMER
n
Product

10. Data Collection
• Census, Panchayat, Upadhyay
• Agents, pandits etc.
Formatting Data
• Hard copy format
• Soft copy format
Data Updating
• Password activation
• Data integration

11. Maharashtra
• Villages
• Population
Reason
• % Target Audience

12. Differential pricing
Volume-based Pricing

13. Mass weddings / Community weddings
Melas
• Puppet shows
• Mock wedding followed by movie
Posters on inter-village buses
Stall at weddings (aaher)
lagna juaLvaa kpaaT

14. Events
• Haladi kunku
• Mahapuja
• Mahashivratri
• Nagpanchami
• Pola
• Wat Savitri