How Is It Transforming People's Approach to Marriage? How Is It Transforming People's Approach to Marriage? - How Is It Transforming People's Approach to Marriage?

In the dynamic landscape of online matchmaking, numerous platforms aim to facilitate meaningful connections and lifelong relationships. These services, which use technology to provide enormous networks of possible matches, are essential in changing the way that people choose life partners.

Since 1996, has become a trendsetter in this constantly changing business, distinguishing itself as one of the most reputable and established platforms globally. With more than 26 years of experience, has transformed not only how people view marriage but has also come to represent long and prosperous unions, with millions of happy marriages to its credit.

Read on to the article to learn more about's founder, startup story, business model, revenue model, marketing strategy, and more. - Company Highlights

Headquarters Mumbai, Maharashtra, India
Sector Internet marriage arrangement, social networking service
Founder Anupam Mittal
Founded 1996
Website - About - How does It Work? - Industry - Founders and Team - Startup Story - Mission and Vision - Name, Tagline, and Logo - Products and Features - Business Model - Revenue Model - Challenges Faced - Funding and Investors - Investments - Acquisitions - Growth - Marketing Strategy - Advertisements and Social Media Campaigns - Awards and Achievements - Competitors - Future Plans - About

Anupam Mittal launched in 1996 under the name In 1999, the company changed its name to in order to become more marketable. gained popularity among non-Indian residents at first because of parents' reluctance to utilize startups. By 2008, it had become the world's most popular Asian matrimonial website, with 20 million members by 2011.

The principal aim of the platform is to provide Indians worldwide with an exceptional matchmaking experience. The biggest online dating service in the world,, created the online matchmaking industry and has led the marriage sector for more than ten years by continuously offering a thorough and creative approach to matchmaking. - How does It Work?, a leading matrimonial platform, has revamped its photo screening process to enhance user experience and ensure platform integrity. Amazon Rekognition-powered advanced algorithms are being used by the corporation to streamline manual tasks that used to take 5–6 hours.

This automated feature finds people that share contact details, creates phony profiles, and mismatches genders in addition to speeding up the photo screening process.'s dedication to efficiency, security, and customer pleasure in online matchmaking is demonstrated by the remarkable 95% decrease in photo screening time that has been achieved through the integration of technology.

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According to a Statista analysis, the matchmaking market in India is expected to generate US $297.10 million in revenue by 2024, growing at a predicted 0.59% annual rate (CAGR 2024-2028). The market is anticipated to continue growing, with a predicted volume of US $304.20 million by 2028, suggesting consistent growth and changing patterns in India's matchmaking sector. - Founders and Team

Anupam Mittal is the Co-Founder and Director of

Anupam Mittal

Anupam Mittal, Co-Founder and Director of
Anupam Mittal, Co-Founder and Director of's Co-Founder and Director, Anupam Mittal, has established a remarkable career for himself in the business sector. After concentrating on business and commerce at Boston College, he went on to become a product manager at MicroStrategy. As he advanced in his career, Anupam joined Interactive Avenues as a director before starting his own business. He started Mauj Mobile and, where he also held the position of Managing Director.

Eventually, he made a name for himself as the CEO and Founder of People Group. At, Anupam Mittal continues to play a crucial role as both the company's founder and CEO as well as its director. His broad range of professional experience demonstrates a noteworthy development in leadership and innovation in the digital domain.

Anupam has also demonstrated his entrepreneurial acumen as a "Shark" on the SonyLiv reality program Shark Tank in Seasons 1, 2, and 3, showcasing his commitment to fostering innovation and supporting emerging ventures.

The company has 1,001–5,000 employees, as per LinkedIn.

List of Startups Funded by Anupam Mittal
Anupam Mittal is the founder and CEO of People Group who funded several startups in Shark Tank India. Here are startups funded by Anupam Mittal. - Startup Story

The story of begins when Anupam Mittal, sitting in his father's office, runs into a conventional matchmaker who was proposing to his father that they find a match for him. In search of a more effective solution, Anupam plans to move the whole matching procedure online.

He launched the first iteration of this concept as an experimental project in 1996 and named it (the Hindi word for interaction). The website changes, and in 1999 it relaunches as Anupam devotes all of his resources to this ground-breaking project. Fully devoted, he quits his job in the U.S. in 2001 and moves back to India, focusing all of his energy on creating the foundation for success.

Bumble - About | Highlights | Founder| Bussiness Model | Competitors
Over the past few years, due to the advancement of technology, smartphones, and widespread access to the internet, people have been overwhelmed with the use of such resources. With the increase of education, independence, and advancement in lifestyle both men and women have become busier. People to… - Mission and Vision

Mission: The mission on the company website states "to provide people with a superior matchmaking experience by expanding the opportunities available to meet potential life partners and build fulfilling relationships. We strive to do this through superior technology, in-depth research, valuable matrimonial content & services, and above all the highest quality of customer service delivered with a sense of warmth, understanding, respect, and company spirit."

Vision: The vision on the company website states "Our vision is a world where the search for a life-partner is as fulfilling as the journey with a soul-mate." Logo Logo began as in 1996. Its founder, Anupam Mittal, changed its name to in 1999, believing it to be a more marketable name. The parent organization of is People Interactive Pvt. Ltd. - Products and Features

Shaadi Live

Shaadi Live was introduced by in January 2023. Eligible singles can meet up to 10 possible matches over video chats for 5 minutes each during an hour-long Shaadi Live event, which takes place every 10 days.

VIP Shaadi offers an exclusive matrimony service called VIP Shaadi for the elite. Designed for World-wide Eligible Singles and Rich Families.

Select Shaadi

Select Shaadi introduces a personalized matchmaking service featuring a dedicated advisor who manages all aspects of finding a match. The dedicated advisor takes care of understanding requirements, ensuring a tailored and efficient matchmaking experience.


Indian marriages signify the union of two families. As a business entity, has the superpower that innovates to do precisely that. It is become the go-to matchmaking service for Indian families worldwide, with over 2 million profiles.

Shaadi Centres

Shaadi Centre, an initiative by, is a widespread network of centers spanning across India. This unique enterprise provides a spectrum of services ranging from matchmaking to comprehensive wedding planning. The network is expanding, with 250 centers being progressively introduced to offer these specialized services.

Success Stories Success Stories is a dedicated space to celebrate the countless members who've discovered their soulmates through the platform. - Business Model operates with a primary focus on discovering and developing scalable Internet business models, particularly centered around communities and classifieds in the realm of online matchmaking. The company prioritizes innovation-driven growth, having been a leader in the development of Internet business models centered around India.'s business approach is centered on developing a digital platform that makes marriage connections easier. It does this by utilizing technology to improve the matchmaking process and taking into account the particular cultural and socioeconomic quirks of the Indian community. is committed to offering those looking for life mates a modern, culturally aware platform by promoting innovation in the online matrimonial industry. - Revenue Model generates revenue through diverse channels.

Premium Membership Subscriptions: Users can access upgraded features and services by subscribing to a premium membership on The platform makes money from the extra features that premium plan subscribers receive.

Personalized Matchmaking Services: To help customers who are looking for more specialized and customized support in their search for a life companion, the site offers personalized matchmaking services. Fees for these customized services are charged, which increases's income.

Targeted Advertising: makes strategic alliances with companies looking to reach out to its user base by utilizing focused advertising on its platform. earns extra money from customized exposure that advertisers pay for. - Challenges Faced faced formidable challenges from its inception, navigating a landscape where internet adoption in India was limited, and conservative parents were hesitant to embrace marriages arranged through an internet-based startup. Overcoming prevalent mindsets and cultural barriers turned out to be major challenges. Since most people were unaware of the existence of internet matchmaking, the next hurdle was finding the right talent.

As the business grew, more people from smaller areas started using due to the availability of cheap data connectivity. Challenges arose from this expansion into diverse demographics. It became imperative to modify communication tactics to conform to the sensibilities of smaller town consumers. Continuous hurdles included linguistic tweaks and smooth brand integration.

The platform's journey was further complicated by the requirement to create revenue strategies suited to the payment preferences of tier II and tier III customers, such as UPI and wallets. successfully navigated these obstacles to cater to a varied and growing customer base. - Funding and Investors has raised $8 million in funding in two rounds.

Here are the funding details:

Date Round Amount Lead Investors
Sep 21, 2017 Venture Round InnoVen Capital
Mar 10, 2006 Venture Round $8 million Sequoia Capital India - Investments has made two notable investments in Thrill, participating in both a convertible note round on May 22, 2015, and a venture round on January 29, 2015. These strategic investments reflect's interest in supporting Thrill's growth and development. - Acquisitions

On December 20, 2016, increased its presence in the online dating market by acquiring Delhi-based mobile dating app Frivil. made a calculated strategic move with the acquisition to broaden its product line and bolster its position in the rapidly changing online relationship market. - Growth

In the matrimonial space, is a world leader, bringing people together from different continents. is widely associated with online matchmaking worldwide, having a substantial presence in nations such as India, the United States, Canada, the United Kingdom, Singapore, Australia, the United Arab Emirates, and more., which has impacted the lives of over 50 million people worldwide, has been instrumental in changing the way people find life mates by bridging cultural and geographic divides. The platform's expansion, it added almost 1.5 million active members as of 2019, with an impressive 12,000–15,000 sign-ups in a single day during the same period, underlines its continued popularity.

This impressive user base is a testament to's dedication to offering individualized, successful matchmaking services that appeal to a wide range of people worldwide. - Marketing Strategy employs a multifaceted marketing strategy. Below are a few prominent ones:

Campaigns for Real-Life Challenges:

The marketing approach of goes beyond conventional matchmaking by actively involving people in resolving issues pertaining to love, marriage, and society. Prominent advertisements address important issues including child marriage, dowries, and women's empowerment, promoting thought-provoking dialogue on the platform's social media platforms.

Creation of Offline Shaadi Centers: has established 123 franchisee centres across 72 cities as part of a daring bid to broaden its appeal. This calculated move highlights the business's dedication to providing individualized services, building a strong physical presence, and establishing a more meaningful connection with customers.

Social Impact via Games and Contests: often organizes games and contests, showcasing their commitment to social impact. More than 600,000 individuals in more than 35 nations expressed gratitude for the "Angry Brides" game, which tackles the subject of dowries. Users are engaged by these interactive initiatives, which also greatly advance social change and awareness.

Angry Brides Game |
Angry Brides Game |

Leveraging Influence for Social Good: actively promotes social advancement by combining offline locations, interactive campaigns, and significant projects. The platform is always refining its marketing approach and highlights its contribution to positive social change in addition to user engagement. sustains a robust user base while actively promoting a more conscious and progressive society by utilizing influence for social good. - Advertisements and Social Media Campaigns Campaign

In order to highlight its cutting-edge feature, Shaadi Live,'s founder, Anupam Mittal, is dressing up like a superhero in the campaign. The funny advertisement highlights the time-consuming aspect of conventional match-finding procedures, with Mittal portrayed as the family's rescuer, introducing them to Shaadi Live's efficiency. The ad deftly illustrates how this new feature simplifies the matching process and adds fun to the search for a life mate. - Awards and Achievements has received multiple honors. The following is a list of some of the well-known ones:

  • Indira Award for Marketing Excellence (2013) - "Best Use Of Social Media"
  • Indian Digital Media Awards (IDMA) 2013 - "Best Social Media Campaign - Social Cause"
  • 3rd India Digital Awards by IAMAI - Recognition for 'Angry Brides'
  • 4th Internationalist Awards in New York - Bronze for 'Angry Brides' - Competitors's top competitors are:

  • - Future Plans's founder, Anupam Mittal, indicated that the company was in a strong position when he said in a interview as per news report of September 2022 that it was profitable and ready for an IPO the following year. Mittal highlighted that the company was self-sustaining at that point and did not require more capital. But throughout the conversation, information regarding the IPO was withheld, which raised concerns about's long-term goals, as reported in September 2022.

According to news reports as of February 2023, is not only getting ready for a possible initial public offering (IPO), but the company is also getting ready to work with Match Group. This calculated action implies that is actively looking into alliances and partnerships to expand its offers and profile in the online dating space.


Is free? is free for registration but you will have to pay a fee to initiate contact with any individual on the platform.

Who is the owner of Shaadi com?

Anupam Mittal is the founder of

Is available outside India?

Yes, is available in India and in other Asian countries, such as Pakistan and Bangladesh, and is also present globally.

Which is the best site for marriage?

Here is the list of some of the top sites for marriage in India:

  • Jeevansathi
  • Bharat Matrimony
  • M4Marry
  • Community Matrimony
  • LoveVivah

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