More than four years since these apps flooded the market, traditional matrimonial websites remain the preferred choice, underlining the fact that when it comes to marriage, young Indians are less likely to push traditional boundaries. This is borne out by the fact that sites such as bharatmatrimony.
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Some of them have been acquired by larger firms or have shut shop. A dating app generates revenue when users opt for paid services such as accessing more profiles, sending messages or curated emojis.
In contrast, matrimonial websites offer a chance to find a partner for marriage, making them more successful in attracting subscriptions. Typical dating app users are, however, in their late teens to mids and many are not even looking for committed relationships.
Sometimes, they log in to these apps just to find friends. That more than half the population is below 25 years made these dating apps—with TrulyMadly leading the charge—confident that they had a ificant advantage over matrimonial sites when they began. Most dating apps were targeted at the young, urban Indian.
Dating for matrimony
These apps gave consumers a platform to experiment with relationship options that might not end in marriage, but offered flexibility in the form of flings, short-term relationships, companionship or love. But even the best of them have struggled to make money, although matrimonial sites continue to enjoy double-digit revenue growth.
We do not have the concept of dating from a young age and that is why it becomes difficult to have a fling or a short-term relationship," said Siddharth Mangharam, chief executive of Floh, a platform that connects singles through events.
TrulyMadly Trulymadly Matchmakers Pvt. VC showed.
Our main company Truly Madly Pte. We have cut down our team from about 50 people to 15 members. We have removed the advertisement model because that was falling flat for us.
The company has realigned and now we are only focusing on the subscription model. Frivil, another dating app, was acquired by shaadi. In comparison, matrimony. Similarly, Info Edge India Ltd, which runs jeevansathi.
Also, the dating market is overcrowded and most apps end up offering identical services. A user can always switch from one to another if the features offered are not affordable.
Data from app-tracker Sensor Tower shows that Tinder has consistently been the top grossing app in the lifestyle category for the past three months, whereas Truly Madly has been juggling between the 15th and the 16th spots. Grossing apps are the ones that have in-app purchases. Mint channel in your Telegram and stay updated with the latest business news.
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