Trends in an arranged wedding are not just new to matrimonial websites but also to our ancestor. Since ancient times in India, the concept of an arranged marriage has been prevalent. The emergence of online sites, however, has rapidly accelerated the development of the marriage sector for the last two decades. And there was no look back, as the income from this young industry is expected to reach INR 20.6 billion by 2020, according to a Ken Research Pvt survey. Ltd.
However, almost two decades ago, most of these services shifted online, including websites such as ‘ shaadi.com, ‘ ‘ bharatmatrimony.com, ‘ ‘ jeevansaathi.com, ‘ ‘ simplymarry.com. ‘
The industry’s enormous potential quickly gave rise to niche markets, as marriages in India need fulfilment of a certain set of’ requirements.’ And so the basic philosophy remains the same, offline and online, and people are filtered by ethnicity, caste, family, financial background, occupation, geographic location, and recently, education.
The industry’s enormous potential quickly gave rise to niche markets, as marriages in India need fulfilment of a certain set of’ requirements.’ And so the basic philosophy remains the same, offline and online, and people are filtered by ethnicity, caste, family, financial background, occupation, geographic location, and recent schooling.
People have started to target more specific markets from generic marriage websites. And so, major sites such as’ bharatmatrimony.com’ have created portals such as Telugu, Marathi, Punjabi Matrimony, etc; likewise, Shaadi.com has created Marathi Shaadi or Bengali Shaadi, etc. There is discrimination based not only on territory and ethnicity but also on race. For example, Ultra-rich match, Bharat Matrimony, Elite Matrimony offers the upper-caste elites exclusive match-making.
The growth of matrimonial services year-on-year is 130%, while the growth of dating sites is 88%. In a country where pre-marital relationships are typically frowned upon, the Internet offers the opportunity to meet and converse without fear of urban youth in India. It is also a powerful tool for women as it reduces their need to wait for someone else to arrange their marriage, or for the groom to visit several brides before they make their choice. It gives women the choice from members of the opposite sex to make friends. Obviously, digital marriage’s golden age is triggered. More than 12 million Indians use marriage searches online.
In the Western World, online marriage has been remarkably successful and emulated in other cultural contexts. For traditional societies and customs such as arranged marriages in India, the advent of the Internet can have vastly different implications. As users use and appropriate technology, social practices, as well as technology, are evolving. Using online marriage services offers an interesting future for India’s online matchmaking market for marriage.
Now, with India’s number of internet users expected to reach 627 million by the end of 2019 (which is a phenomenal double-digit growth), there is no room for the online marriage sector but to move forward. This Internet ease and inexpensive smartphone access have brought new developments in the industry. Saurabh Goswami, Ultra Rich Match’s Director-Founder, says, “We are constantly updating our deliverables to keep up with the rapidly changing online marriage demands of both young people and parents.”
5 Trending Features for Matrimonial Websites
The sole reason for the growth of online matrimonial is that people have become extremely busy and do not want to waste time on physical bio-data files. Online websites provide a plethora of choices to both parents and the prospects to find matches suiting their requirements. Thus, more and more people are registering on online portals rather than on offline marriage bureaus, consequently increasing the choices.
Increase in Mobile Applications
97% of Indian internet users are mobile users. This has led to an increase in mobile applications by the matrimonial companies so that they are able to provide the best services on the go to the fast and restless youth of today. These applications are easy to use, do not take up much space and provide flexibility to their users.
Development of niche sites
One of the most prominent trends which have come up is the advent of Niche sites. For example, some sites provide services to a specific caste only or solely within a particular city/state. Further, there are sites which provide services to only high-income professionals, or to the rich-business / industrialist families only, like Ultra Rich Match. This trend has become more relevant these days, as people are giving priority to opting for partners with similar education levels or an equal lifestyle.
Increased importance to Security and Confidentiality
Genuine matrimonial site users are looking for online services that respect their confidentiality. These websites are the ones that provide verified profiles only, either personally or through documents.
Demand for exclusivity
The demand for exclusive assistance within the online services has also increased recently as the youth do not want to waste time unnecessarily sifting through numerous profiles.