name in India. It was founded in 1996 by Anupam Mittal and is headquartered in Mumbai. The website has over 35 million registered users, making it one of the largest matrimonial services in the world. Shaadi.com’s success story is a testament to the growing trend of online matchmaking in India, and how the company has revolutionized the traditional arranged marriage process. Through its innovative technology, user-friendly platform, and exceptional customer service, Shaadi.com has become the preferred choice for people looking for their life partners in India and abroad.
Shaadi.com - Company Highlights
| Company Name | Shaadi.com |
|---|---|
| Headquarters | Mumbai, Maharashtra, India |
| Industry | Internet marriage arrangement, social networking service |
| Founded | 1996 |
| Founder | Anupam Mittal |
| Total Funding Raised | $8 million |
| Predecessor | Sagaai.com |
| Area served | Worldwide |
| Parent Organization | People Group |
| Website | shaadi.com |
Table of Contents
Shaadi.com – About and How Does It Work?
Shaadi.com – Industry
Shaadi.com – Founders and Team
Shaadi.com – Startup Story
Shaadi.com – Name, Tagline, and Logo
Shaadi.com – Mission and Vision Statement
Shaadi.com – Business Model
Shaadi.com – Revenue Model
Shaadi.com – Marketing Strategy
Shaadi.com – Funding and Investors
Shaadi.com – Investments
Shaadi.com – Acquisitions
Shaadi.com – Challenges Faced
Shaadi.com – Competitors
Shaadi.com – Future Plans
Shaadi.com - About and How Does It Work?
Indian online matrimonial services provide a perfect blend of traditional beliefs and modern technology to help bachelors and spinsters find their life partners. With the outbreak of COVID-19, these platforms have witnessed a surge in new registrations and conversations between prospective brides, grooms, and their families. Despite the changing times, the arranged marriage system still dominates the Indian society. However, over the last two decades, online matrimony has evolved from being a last resort to the preferred choice of millions. With a vast selection of potential partners and detailed profiles, online matrimony is here to stay and serve the new generations.
Shaadi.com - Industry
Online matrimonial services provide a perfect blend of traditional Indian values and modern technology for Indian singles to find a life partner. With the impact of COVID-19, these platforms have witnessed a surge in new user registrations and conversations among potential brides, grooms, and their families. Despite modernization, arranged marriages still prevail in India. Online matrimonial sites have revolutionized the way people search for their ideal partner by offering an extensive selection of potential matches and detailed information about them. As long as the industry continues to grow and evolve, online marriage is set to flourish in India for generations to come.
Shaadi.com - Founders and Team
In 1997, Anupam Mittal founded Sagaai.com, which later became Shaadi.com. Anupam is a successful businessman, entrepreneur, and angel investor who completed his schooling in Maharashtra. He holds a degree in business/general commerce from Boston College, with a major in operations and strategic management. Anupam started his career as a product manager at MicroStrategy in Washington, DC, after completing his education. Despite facing several business setbacks, Anupam never gave up, leading to the current success of Shaadi.com, which he established during a time when internet adoption in India was still fairly low.
Shaadi.com - Startup Story
Anupam Mittal, while sitting in his father’s office, encountered a traditional matchmaker who was attempting to match him off. As he pondered how to dismiss him, a thought occurred to him – why not take the whole process of matchmaking online, eliminating all the inefficiencies? This led to the launch of the first version of his online matchmaking platform in 1997, called Sagaai.com (meaning engagement in Hindi), which he later changed to Shaadi.com in 1999. He invested all of his savings into the business and in 2001, left his job in the U.S. to focus entirely on the platform’s needs and make it a success.
Shaadi.com - Name, Tagline, and Logo
Shaadi.com, formerly known as Sagaai.com, was established in 1997 by its founder Anupam Mittal. In 1999, the name was changed to Shaadi.com, as it was considered a more marketable name. The company’s tagline, “A company that connects people,” reflects its mission to bring people together.
Shaadi.com - Mission and Vision Statement
world where the search for a life partner is as fulfilling as the journey with a soulmate.”
In line with this vision, Shaadi.com has a mission to provide its users with a superior matchmaking experience. The company aims to expand opportunities for individuals to meet potential life partners and build meaningful relationships. This is achieved through cutting-edge technology, comprehensive research, valuable matrimonial content and services, and exceptional customer service. Shaadi.com upholds a sense of warmth, understanding, respect, and company spirit in delivering its services, ensuring the highest level of satisfaction for its customers.
Shaadi.com - Business Model
During the digital revolution of 1995-1996 in India, Mr. Anupam saw an opportunity to create a user-friendly platform that could assist individuals in finding their life partners. The platform allowed users to provide their details, including parameters like height, caste, and education qualifications, along with their preferences for a life partner. Using this information, the platform could find the perfect match for the user.
To acquire customers, the platform used a multi-channel approach, which included advertising in newspapers, on television, and through digital marketing. Once a user registered on the platform, the platform would establish a personal connection with them through regular phone calls. These calls would inform users about different packages available, increasing the chances of conversion.
Shaadi.com - Revenue Model
Shaadi.com offers premium membership plans to its users, with different pricing options. While registration on the platform is free, users must have a premium membership to contact another member whose profile they are interested in. The platform provides a range of premium plans, including Gold, Gold+, Diamond, Diamond+, and Platinum.
Initially started as an experiment, Shaadi.com has now become a leading platform in the matchmaking industry, with a global user base of over 35 million people.
Shaadi.com - Marketing Strategy
Shaadi.com has taken several initiatives to increase its customer base and engage its users, including:
- Opening 123 Shaadi.com centers across 72 Indian cities, with headquarters in Mumbai, Maharashtra. The company plans to expand the number of centers to 250.
- Hosting games regularly on its social media accounts to keep customers engaged and create awareness in society.
- Using a ‘Dowry calculator’ to highlight the social evils prevailing in society. This initiative was appreciated by people from more than 35 countries.
- Launching the game ‘Angry Brides’ on its social media page to generate awareness about dowry culture and child marriage. The campaign received considerable media attention and was appreciated by over 600,000 people across the globe.
- Starting a discussion about gender inequalities through a campaign called #FastForHer on social media platforms like Facebook and Twitter. The campaign received a massive response, with more than 18,72,272 people taking the pledge on the website fastforher.com. The hashtag #fastforher kept trending and got over 78 million impressions.
- Launching an Instagram-based campaign called #WoEkBaat on Valentine’s Day 2019 to showcase the brand as a celebrator of love. The campaign highlighted around 6 million of its success stories and was driven by influencer couples on Instagram who talked about the one thing that brought them and their partner together.
Shaadi.com - Funding and Investors
| Date | Round | Amount | Lead Investors |
|---|---|---|---|
| Sep 21, 2017 | Venture Round | — | InnoVen Capital |
| Mar 10, 2006 | Venture Round | $8M | Sequoia Capital India |
Shaadi.com - Investments
| Date | Organization Name | Funding Round | Amount |
|---|---|---|---|
| May 22, 2015 | Thrill | Convertible Note | — |
| Jan 29, 2015 | Thrill | Venture Round | — |
Shaadi.com - Acquisitions
| Acquiree Name | About Acquiree | Announced Date | Price |
|---|---|---|---|
| Frivil | Frivil is a Delhi-based mobile dating app | Dec 20, 2016 | — |
Shaadi.com - Challenges Faced
Shaadi.com, like any other business, has faced several challenges over the years. Here are some of the significant challenges faced by Shaadi.com:
Changing customer preferences: One of the most significant challenges faced by Shaadi.com is the constantly changing customer preferences. As society evolves and becomes more modern, people’s expectations and preferences regarding marriage partners also change. Shaadi.com has to adapt to these changes and update its matchmaking algorithms to cater to the evolving needs of its customers.
Competition: Shaadi.com operates in a highly competitive market. It faces competition from other matchmaking sites, both national and international, and also from traditional matchmakers. To stay ahead of the competition, Shaadi.com has to continuously innovate and offer new services to its customers.
Security: Security is a major concern for Shaadi.com as it deals with sensitive user data such as personal and financial information. The platform has to ensure the privacy and security of its users to maintain their trust.
Social Stigma: In India, there is still a social stigma associated with using online matchmaking platforms. This stigma acts as a barrier for many potential customers who are hesitant to register on the site. Shaadi.com has to work to overcome this stigma and educate people about the benefits of online matchmaking.
Diversity: India is a diverse country with various cultures, languages, and religions. Shaadi.com has to cater to the diverse needs of its customers and offer personalized services based on their cultural and religious preferences.
Despite these challenges, Shaadi.com has continued to grow and has become one of the leading matchmaking platforms in India and globally.
Shaadi.com - Competitors
Shaadi.com’s top competitors in November 2022 are
- Jeevansathi.com
- BharatMatrimony.com
- TeluguMatrimony.com
- TamilMatrimony.com
- Bandhan.com,
- CommunityMatrimony.com
- DivorceeMatrimony.com
- Matrimonials India.com
Shaadi.com - Future Plans
In an interview, Shaadi.com’s founder, Anupam Mittal, revealed that the business is profitable and plans to be IPO-ready within 12 months. The company is in a strong financial position and doesn’t require any funding. However, Mittal did not disclose any further details about the IPO.
After a decade-long hiatus, Shaadi.com is reportedly considering a second attempt to launch its IPO. The company’s first IPO effort was made in 2009 with the aim of diluting 15-20% of its parent company, People Group’s, shares. Shaadi.com is also preparing to launch new products, including Shaadi Live, a software that will facilitate virtual face-to-face meetings between matches.
FAQs
Is Shaadi.com completely free of cost? Answer: No, Shaadi.com is not completely free. While registration is free, you will have to pay a fee to initiate contact with any individual on the platform.
Who is the founder of Shaadi.com? Answer: The founder of Shaadi.com is Anupam Mittal.
Is Shaadi.com available only in India? Answer: No, Shaadi.com is available in other Asian countries such as Pakistan and Bangladesh, as well as other countries around the world.
What are some of the top marriage sites in India? Answer: Some of the top marriage sites in India include Shaadi.com, Jeevansathi, Bharat Matrimony, Vivaah.com, M4Marry.com, CommunityMatrimony, LifePartner.in, and Lovevivah.
