Shaadi.com- How Is It Convincing The Modern Generation To Get Married (A Case Study)

Shaadi.com, the world's oldest and most successful matchmaking service, has been trusted since 1996 by people all over the world to help them find their perfect life partners. Today, hundreds and thousands of people have met their life partners through this revolutionary matchmaking service and countless others have made some very special friends.

Shaadi.com was founded by Anupam Mittal in the year 1997. It began with the name of Sagaai.com but its name was changed in the year 1999, as Mr. Anupam thought it to be a more marketable name. Initially, it became popular among the Non-Indian Residents as the Indian parents were hesitant to arrange marriages using a startup.

By 2008, it was successful in becoming the world’s leading matrimonial website for Asians and had around 20 million users by 2011. It's main objective is to provide a superior matchmaking experience to Indians all over the world.

History of Shaadi.com

While sitting in his father’s office, Anupam met a traditional matchmakers who was giving his father the idea to match him off. But while thinking about how to get rid of him, it suddenly struck him that he could make the entire process of matchmaking online, taking away all the inefficiencies.

In 1997, he launched the first version called Sagaai.com. (Sagaai means engagement in Hindi) as an experiment. The focus was more on the web development piece because that was what was earn money for them. Mr. Anupam invested all his money into the business. In 2001, he left his job in the U.S. and moved back to India, and changed the name to shaadi.com shifting all his attention towards the requirements of the platform to make it successful.

Anupam’s main focus was on developing a superior web portal as it was the only source of earning and so he put all his money in the business. He had to pay a huge amount of money to own the domain Shaadi.com as the person owning the

How Does Shaadi.com Work?

The users make their first impression on their prospective matches through photos, and photos are also how Shaadi.com makes the first impression on its users. The photos are screened for unsafe content or content which does not meet the company's guidelines. The company maintains a team that reviews the photos uploaded by the user to ensure they are appropriate.

Shaadi.com Vs Other Matrimonial websites

Earlier, it used to take 5-6 hours to upload the photos and activate them on the profile as all of it was a manual process. Shaadi.com has currently 394 employees as the platform does not require too many employees for the work that is to be done. They have an automated feature, which detects fake profiles, gender mismatch on profile photos or profiles where users have put up their contact details. They have algorithms running on Amazon Rekognition to identify these user behaviors. With this technology feature, their first impressions has improved and they have witnessed a 95% reduction in photo screening time.


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How Does Shaadi.com Charge Money?

The platform charges money for its users for a premium membership with various plans. The registration over the platform is free of cost but if the user is interested in a person's profile, they will have to take the premium membership for contacting that person. There are a variety of premium membership available on the platform. The portal started as an experiment but now has touched the lives of around 35 million people around the globe. India’s matchmaking market’s size is around $1 billion whereas Shaadi.com holds almost 40% of it.

The Premium Membership Available At Shaadi.com

Duration Package Subscription Price (Rs)
12 months Platinum Plus 7900
12 months Platinum 6301
6 months Diamond Plus 4900
6 months Diamond 4301
3 months Gold Plus 3100
3 months Gold 2701

Shaadi.com-Business Model

The years 1995-1996 were seen as a digital revolution in India. There were new websites coming in and people were slowly getting familiar with the term 'Internet'. Mr. Anupam took advantage of this period and created a user-friendly platform where one can fill in their personal details including all parameters like height, caste, education qualification, etc, and their choices regarding the kind of a life partner they were searching for and the platform will find the perfect match for the user. The platform acquires its customers using Newspapers, advertisement on television, and digital marketing. Once the user registers on the platform, there is a personal contact created between the platform and the user via regular phone calls to inform about the different packages available, which eventually increases  the conversion rate.

Shaadi.com-Marketing Strategy

To increase their customer base and to keep the users entertained, the firm has taken several initiatives which include the opening of more than 100 Shaadi.com centers in over 70 Indian cities with headquarters in Mumbai, Maharashtra. Games are hosted regularly at their social media platform to keep the customers engaged along with creating awareness in the society. It used a ‘Dowry calculator’ for highlighting the social evils prevailing in the society which was appreciated by people from more than 35 countries.

It launched a game ‘Angry Brides’ on its social media page to generate awareness about the dowry culture and child marriage to educate people for stopping dowry in marriages and showed the number of dowry deaths in India in place of the worth value of their dowry. This campaign received considerable media attention and was appreciated by over 600,000 people across the globe.


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Social Media Campaign #FastForHer And #WoEkBaat

The matchmaking platform took a bold step by starting a discussion about the gender inequalities that have been prevailing in society from generation to generation. Questions were asked to people over social media platforms like Facebook and Twitter using polls. The campaign received a massive response as more than 18,72,272 people took the pledge on the website www.fastforher.com . The hashtag #fastforher kept trending and got over 78 million impressions. More than 20000 posts were shared on Facebook and got around 6500 re-tweets.

Insights On The #FastForHer Campaign

For the Valentines's day 2019, Shaadi.com launched an Instagram-based campaign #WoEkBaat with the objective to showcase the brand as a celebrator of love. It highlighted around 6 million of its success stories. This activity was driven by influencer couples on Instagram who talked about the one thing that got them and their partner together.  

Challenges Faced By Shaadi.com

Initially, it had to face a lot of challenges as internet adoption across India was poor in those times and conservative parents were skeptical in arranging marriage through an internet-based startup and there were a lot of cultural barriers. The mentality that prevailed at those times was a big hindrance. The next and the most difficult challenge the firm had to face was to hire the right people for the job as people did not understand what was the work actually.

Shaadi.com has been massively successful in gaining trust in the market and has created a reputation for itself by recording approximately 3.2 marriages across the world through its platform and has almost 12000-15000 sign-ups in a single day being India’s most trusted matrimonial site.

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About Disha

An inquisitive writer and an impulsive poet currently working as a freelancer writing SEO content.
  • Bangalore, India