With the dawn of the internet, these classifieds moved to the digital space. The most successful matchmaking website in India today is Matrimony.com, popularly known by its flagship brand Bharat Matrimony. It was started by an Indian programmer living in the United States in 1997 as a community portal. After finding his wife on the portal he created, Murugavel Janakiraman expanded the portal by opening an office in Chennai, a southern metropolitan in India.
Today, more than 20 years after its establishment, Bharat Matrimony offers matchmaking services to a wide range of Indians within the country and abroad. From catering to communities based on region, religion, and socio-economic standing, to even separate portals for people serving in the military, divorcees and Mangaliks (Hindus with an astrological position believed to be unfavorable for marriages that will lead to disharmony). With a revenue of almost three billion Indian rupees in the financial year of 2017, Bharat Matrimony also provides wedding-related services ranging from photography, venues, stage decorations, catering and honeymoon packages among others.
In the online matchmaking market in the country, Bharat Matrimony accounts for the largest share of unique visitors, with over 990,000 in June 2017 alone followed by Shaadi.com and Jeevansathi.com. With about 74 percent of young adults in the South Asian country in favor of having arranged marriages and a population that annually spends billions on weddings, it seems like there is no slowing this engine down, which subsequently also boosts India’s e-commerce industry.