indian matrimonial portals

SN Corporate Management Consultants Pvt Ltd

Indian matrimonial portals: An Assay

SN Corporate Management Consultants Private Limited

EXECUTIVE SUMMARY 4

INTRODUCTION 8

A TYPICAL STRUCTURE OF WEDDING INDUSTRY IN INDIA 9

TRADITIONAL MARRIAGE MATCHMAKING PROCESS 10

ONLINE MATCHMAKING PROCESS 11

PLAYERS IN ONLINE MATRIMONY BUSINESS 12

BUSINESS MODEL OF ONLINE MATRIMONIAL SERVICE PROVIDERS 13

SWOT ANALYSIS OF MATRIMONIAL WEBSITES IN INDIA 14

TOP 10 MATRIMONIAL WEBSITES IN INDIA 15

TOP 10 MATRIMONIAL WEBSITE PAGE PER VISITOR 17

RELATIVE MARKET SHARE AND GROWTH RATE OF TOP 10 MATRIMONIAL WEBSITES IN INDIA

20

REGION WISE RANKING OF MATRIMONIAL WEBSITES 21

TOP 10 TAMIL MATRIMONIAL VISITOR’S TRAFFIC 23

RETENTION PERIOD OF CUSTOMERS 30



Executive Summary

Business Performed in physical set up works only with meeting one or two

customers having different behavioral perceptions. Placing the business on web/online

through websites becomes flexible to target different segment of customers. The players

in matrimonial websites with its product/service features are internally driven. Customers

who enter the websites want to fulfill their specific needs of matchmaking .e.g. Category

of Brides non-religious, Business (Snob) category, High end, Alumni from education

institutions etc. Designing product plans according to organizations needs hence

internally driven. Few players Such as Shaadi.com, Bharatmatrimony.com has extended

their service design toward specific customers needs for wealthy individuals, only for

Business individuals.NRI are the large visitor to matrimonial websites ,as shown positive

loyalty ,Domestic visitor within India are high Switchers from one competitor to other

,term them as “Churns”. Visitors from Domestic are Brides or grooms parents, brother,

sister, other relatives, who are not tech savvy and it is difficult for them ,to interpret the

potentiality of product features /plans offered by matrimonial websites. Customer

supports services are often rude to such visitors creating an emotional barrier towards

such websites, turning off to competitors or Offline individual marriage broking services.

Supporting Staff have only objective to push the product plan, instead of observing it as

Social Matchmaking which involves psychology bearings associated with the profile up

loader and user. Marriage bureaus, franchise and offline outlets of matrimony websites as

boosted slight loyalty, Cost of handling additional outlets is really a cumbersome process

if location is far enough.



Awareness Customer recognize name of company or one of its product mix

Exploration Profile searching, Interaction with executives through phone calls, emails.

Familiarity Completed several transactions .if successful :Next step If not successful: Switch to Competitors

Commitment If Successful: Word of mouth communication. If Unsuccessful : False rumors

Separation Disappointed by changes in level of services.

Le

ve

l of

inte

nsi

ty

Time

Stages of Customer loyalty online matrimonial websites



Making a customer to visit a website is through advertising model, attracting as many

visitors as possible. Then Subscription model is placed as a first stage to turn visitors into

customers, Matrimonial sites spends an amount is the acquisition cost + conversion cost.

Additional premium membership plan should be flaunted, as acquisition cost is higher

than the revenue to be generated during the period. Period of stay of paid members is

quite less, as they are in eager to getting right profile compatibility, support services

should be enhanced to push them to higher premium matchmaking offerings, Cordial

and good relationship building is in hand of relationship managers at this period, Where

Customers pays to obtain such premium services ,Financial + Transaction cost is covered

.Most of the players are ambiguous in revealing their revenue models , which is arduous

for delving into such areas for study.

Marriage making business is a thriving revenue feeder, players should extend their

arms in niche segments .Lifestyle of customer segment have really driven, to open

matrimony sites for divorce & Second marriages, only for professionals such as

iBluebottle ,For deformities such as handicapped , blind ,for Celebrities only ,For HIV

positive where doctors health related advises are given for couple who are to be engaged,

For army personnel motivating veterans to involve in social life ,For alumni (educational

institutions) matchmaking only with alumni daughters or sons. The Segmentation grows

wider but impact is less.

The report has studied major online matrimonial players and only four regions of

South, ignored community based matrimony, High end players, and Niche segments.

SWOT analysis, Top ranking and various factors shown in charting formats.



Introduction

Social needs of man have driven him to be spendthrift, especially in marriage ceremonies.

The term “VASUDEV KUTUBAKKUM” has delineated traditional way of matchmaking

done by Elders and parents of Bride and Groom. Matchmaking services done by

agents/brokers by physically swapping photos has remained the past, unknowingly

provoking high commission from the parents who were eager for her son or daughter to

get married.

Computers which were involved in data processing work , was remained aloof from outer

world, Now Internet a network of networks, has connected and made a platform, were all

computers can interact .The power of communication technology has stepped up online

matchmaking services ,given a way for high end revenue driver for internet business.

Primary focus of such matrimonial websites is marriage, not dating.

Online 60%

Offline40%

Domination of Matchmaking services offline vs. Online



Technology, Automation, Analytics has really changed the traditional business

model to look beyond. E-commerce and the internet business model have stimulated

competitors, to direct their service/product at customer’s door steps. Among other

commercial enterprises, business of wedding industry is burgeoning as successful online

social matchmaking portal. Matrimonial service providers have huge opportunities, to act

as a primary feeder for higher revenue in future. Extension for Composite services is a real

challenge for framing one shot price structure.

A Typical Structure of Wedding Industry in India

Matrimonial Services providers

Online Offline

Matrimonial Websites Marriage Bureaus /Consultants

Franchise both offline & Online

Bridal magazines ,Newspapers

Temple priest services

Personal Friends and Relative Referrals

Marketing and Promotional Activities through

Devotional Television Channels & Paid Commercial slots. (Both)

FM Radio

Marketing and promotional Activities

Wedding Consultants/Planners

Caterers

Beauty Suppliers(Hair, Makeup)

Wedding hall Brokers/agents

Photographers & video

Advertisements Banner Services

Florists

Individual Priest Bookings

Music & Disc jockeys

Comedy and Devotional Music Artists.

Game shows and Magic Artists.

Favors/Bridesmaids Gifts

Individual/Small Enterprises Wedding Related Services

Tourism /Wedding Pre & Post Destination Bookings



Traditional Marriage Matchmaking Process

Online matchmaking Process

1

A Children are at

marriageable

age

Checking the Referral to be

correct through friends and

relatives.

Exchange of Biographic

Information Start

Go to

temple/Priest

Services

2 Caste Prospective

Match

Level of Education

Profession

Economic Background

Family Prospective Match

(Reputation of the family)

Informal Checks

/Spying 3

5 4

Face to Face meetings

(Grooms Family visit to

bride’s family) vice versa.

Astrologers check Horoscope

of bride or groom

compatibility

If too many rejections from

grooms or brides family

Partners Allowed spending

brief amount of time to talk

with each other. A

If Acceptance from grooms

or Brides family Considered Stigma for the

Family.

Complex negotiations

about logistics of

marriage

No Involvement of

Bride and Groom

Stop An engagement Ceremony 6



Online matchmaking Process

Matchmaking

Start

Searching 3 2 1

A

Rental Payment to

matrimonial

service providers.

3

6

4 Interacting

Automatically through

Algorithms

(Data Science

algorithms)

5

Stop

Given Wedding Gifts.

If needed value added services

referred to the client.

Conducting

Background Check is

tedious.

A

Exchanging Emails

Talking to each

other over phone.

Video Swap

Chatting

Using Social

networks Engagement

Rejection No social

Stigma



Players in online Matrimony business

Shaadi.com CitizenMatrimony.com Bharatmatrimony.com

Jeevansathi.com SimplyMarry.com Pabitravivah.com

Dulhemiyan.com Suremarry.com Mymitra.com

Meribahu.com A4agent.com Globalalliancematrimony.com

Matrindia.com Meetoutside.com Sanjogse.com

Findari.com Mangalsutrabandhan.com Liverishta.com

Rightmatrimony.com Shubhmaitri.com Esindoor.com

Rishtaywali.com Bigvivah.com Vivaah.com

Rishtaa.com Swayamwara.com Shubhshaadi.com

Indiamatrimonials.com Lifepartnerindia.com Alliance4u.com

IndianRishtey.com Merasathi.com Navbandhan.com

123-matrimonials.com Kalyanavaibhogam.com Chennaimatrimony.com

Sunmatrimony.com Tamilshaadi.com Swayamwara.com

Ananthammatrimony.com Pillaimatrimony.com Arathy.com

Marryannari.com Tamildarling.com Jodi365.com

Tamilsuyamvaram.com Vehavik.com Kalayanvaibhogam.com

Note: Above is the Sample list (Others in ranking section).



Business model of online matrimonial Service providers (B2C C2C)

Funding Structure:

Through-

Venture Capital.

Arms of LLC.

Arms of Primary

Business.(Unrelated)

Self Funding

Partnership funds.

Social/Religious Trust

Funds

NRI Associations.

Franchise

Offers

Free services

Paid Services

Value Added

services

Professional

Services

Exact Internet

business model

adopted

Brokerage

Model.

Advertising

Model.

Subscription

Model.

Affiliate Model

(Commissionin

g for referrals)

Distribution Architecture

How we reach to our customers?

Satellite TV Interactive

services.

Mobile Apps.

Viral Marketing (Online)

Offline outlets or

Franchise centre.

Newspapers/Magazine.

Distribution Architecture

What job we do for our customers?

Matchmaking

Personal Counseling through

Relationship managers.

Tele Marketing

SMS & Email for easy Filtering.

Video/chatting/blogs.

Priest/horoscope services.

Revenue Model

Cost Structure Sources of Revenue

Depend upon Volume of profile uploads Online Ads & Allied matchmaking

Application uploads Database storage charges. Wedding directories

Salaries for executives. User Subscriptions

Marketing Franchise Referrals

Depend upon Traffic visits from domestic &overseas. Targeted Banner ads

Domain Refining Marriage gifts

Customer Segment

Basis:

Geographic

Demographic

Psychographic



Swot Analysis of Matrimonial Websites in India

Strength• Easier Profile

tracking of customer

• Scope to vary multichannel pricing

Weakness• Lacking

GenuineVerification of user Matchmaking

• Rude & No Proper Customer relationship management

Threats

• Divorce

• False Rumours From Other Social media

• User Profile Theft & IP Hacking

• IP Cloning

Opportunities

• Use of Better Data analytic tools/methods.

• Potential for Better Revenue models in Wedding Related services.

• Complaint Cell Door to Door User Profile verification through Security Services.



Top 10 Matrimonial Websites in India

Note: Ranking is calculated on basis of Market share & Product mix.

1. Shaadi.com

2. Jeevansathi.com

3. Simplymarry.com

4. Bharatmatrimony.com

5. Matrimonialsindia.com

6. Shaadisankalp.com

7. lifepartnerindia.com

8. Globalalliancematrimony.com

9. Sanjogse.com

10. Merasathi.com



0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

0

2

4

6

8

10

12

14

Top 10 Indian Matrimonials visitors traffic

Page per visitor

Percent of visitor %



Top 10 Matrimonial Website page per visitor

shaadi.com

jeevansathi.com

simplymarry.combharatmatrimony.c

om

matrimonialsindia.com

shaadisankalp.com

lifepartnerindia.com

Globalalliancematrimony.com

merasathi.com

sanjogse.com

Page per visitor



0 2 4 6 8 10 12

shaadi.com

jeevansathi.com

simplymarry.com

bharatmatrimony.com


shaadisankalp.com


indianmatrimonials.com

merasathi.com

sanjogse.com

globalalliancematrimony.com

esandhi.com

pyar.org

rishtehirishte.com

a4agent.com

dulhemiyan.com

citizenmatrimony.com

mymitra.com

bigvivah.com

findari.com

rishtaywali.com

suremarry.com

meribahu.com

liverishta.com

pabitravivah.com

navbandhan.com

indianmatrimonialnetwork.com

esindoor.com

shubhmaitri.com

mangalustrabandhan.com

Reach % (Word of mouth & Viral Marketing )

Indian matrimony Portal Reach %



0 20 40 60 80

shaadi.com

jeevansathi.com

simplymarry.com

bharatmatrimony.com


shaadisankalp.com


merasathi.com

sanjogse.com

globalalliancematrimony.com

Tapped market share of Top 10 Matrimonial Portals of India

Market share %



Relative market share and Growth rate of Top 10 Matrimonial Websites in India

High Medium Low

1 0.5 0

High

200%

Medium

100%

Low

0%

Shaadi.com A

Jeevansathi.com B

Simplymarry.com C

Bharatmatrimony.com D

MatrimonialsIndia.com E

Shaadisankalp.com F

LifepartnerIndia.com G

Merasathi.com H

Sanjogse.com I

Globalalliancematrimony.com J

Relative Market share

Ma

rke

t G

row

th R

ate

A

B C

D

E

F G

H I

J



Region wise Ranking of matrimonial Websites

NOTE: Region wise matrimony is dominated by main matrimonial service provider’s .Data

unavailable for proper study of two regions.

Tamil matrimony Websites Ranks

1. Tamilmatrimony.com

2. freesathi.com

3. Tamilshaadi.com

4. 123-matrimonials.com

5. Kammavarkalyanamalai.com

6. Kmmatrimony.com

7. meandyoumarry.com

8. Chennaimatrimony.com

9. jodi365.com

10. swayamwara.com

Kerala Matrimony Websites Ranks

1.Keralamatrimony.com

2.Chavaramatrimony.com

3.m4marry.com

4.malayaleeshaadi.com

5.intimatematrimony.com

6.malayogamonline.com

7.jeevan4u.com

8.marhabamatrimony.com

9.parinaya.org

10.thalimatrimony.com

Andhra matrimony Websites Ranks

1.Telugumatrimony.com

2.pellisandadi.com

3.Vivaah.com

4. teluguvivaah.com

5.andhrulamatrimony.com

6.saptapadi.net

7.vmatch4u.com

Karnataka matrimony websites Ranks

1. Bandhan.com

2. Srisankaramatrimony.com

3. kannadamatrimony.com

4. kannadashaadi.com

5. swayamwara.com

6. a2z-matrimonial.com

7. vivahabandhan.com

8. vivaah.com



11.050.25

0.110.03

0.260.49

0.050.030.060.080.05

1.080.090.050.03

0.340.53

0.100.190.28

0.010.49

0.32

0.00 2.00 4.00 6.00 8.00 10.00 12.00

Tamilmatrimony.com

tamilshaadi.com

kammavarkalyanamalai.com

meandyoumarry.com

padmasalimatrimony.com

swayamwara.com

pillaimatrimony.com

marryannri.com

surekhatamilmatrimony.com

kalyanavaibogam.com

vevahik.com

sunmatrimony.com

Reach %( Worth of Mouth &Viral Marketing)

Tamilnadu Matrimony portal Reach %

Tamilmatrimony.com

freesathi.com

tamilshaadi.com

123-matrimonials.com

kammavarkalyanamalai.com

kmmatrimony.com

meandyoumarry.com

chennaimatrimony.com

jodi365.com

swayamwara.com

Daily page per visitor



Top 10 Tamil matrimonial visitor’s traffic

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

0

2

4

6

8

10

12

14

16

18


Percent of visitors %



0 0.5 1 1.5 2 2.5 3

keralamatrimony.com

chavaramatrimony.com

m4marry.com

malayaleeshaadi.com

intimatematrimony.com

malayogamonline.com

jeevan4u.com

marhabamatrimony.com

parinaya.org

thalimatrimony.com

pinpointmarriage.com

a2zkeralawedding.com

saubhagyamatrimony.com

m4me.com

keralamarriage.com

matrimonial-mathrubhumi.com

malayaleemarriage.com

Reach % (word of mouth & viral marketing)

Kerala matrimony portal Reach %

keralamatrimony.com

chavaramatrimony.com

m4marry.commalayaleeshaadi.com

intimatematrimony.com

malayogamonline.com

jeevan4u.com

marhabamatrimony.com

parinaya.org

thalimatrimony.com

Daily per page visitor



0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

0

5

10

15

20

25

30

Av

era

ge

pe

rce

nt

of

vis

ito

rs m

on

thly

Da

ily

pa

ge

pe

r v

isit

or

Top 10 kerala matrimony portal visitors traffic


Percent of visitors %



0 1 2 3 4 5 6 7 8

telugumatrimony.com

pellisandadi.com

vivah.com

teluguvivaham.com

andhrulamatrimony.com

saptapadi.net

vmatch4u.com

Reach %( Word of mouth &Viral marketing)

Andhra Matrimony portal Reach %

telugumatrimony.com

pellisandadi.com

vivah.com

teluguvivaham.com

andhrulamatrimony.com

saptapadi.net

vmatch4u.com

Page per visitor



0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

0

2

4

6

8

10

12

14

Pa

ge

pe

r v

isit

or

Andhra Matrimony visitors Traffic

Page per visitor

percent of visitor %

0 0.5 1 1.5 2 2.5

secondshaadi.com

divorceematrimony.com

imilap.com

marryagain.in

mysecondmarriage.com

wedeterna.in

re-marriage.com

thesecondmarriage.com

remarriagematrimonial.com

Reach %( word of mouth & viral marketing )

Indian Divorce Matrimonial Reach %

Reach %



Note: High end and HNI segments (Celebrities, Professionals) are not considered for

study.

Niche players ( Basis Psychographic segments)

HIV positive matrimonial websites

Apnasangam.com

Positivesathi.com

Positivematrimony.com

(Even Top 4 rankers in mode of stretching their platform to HIV Segments )

For Blind, handicapped etc.

Imilap.com



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Overall view of Online matrimonial Services



Retention period of customers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

less than one

month

1 to 2 month

2-3 month

3-5 months

6 -8 months

1 year

Stay period of customers in online matrimonial websites (Retention)



Offline: Astrologers, Marriage services, Community, Relative Referrals, Religious

Institutions.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

less than one

month

1 to 2 month

2 to 3 month

3 to 5 month

6 to 8 months

1 year

Stay period of customers in offline matrimony services providers (Retention)



References

BCG growth-share matrix: www.strategicmanagementinsight.com/tools/bcg-matrix-growth-share.htm (accessed

on 9-3-2014)

Niche segments: ://indian-dating-websites.no1reviews.com/user-review-3696/shaadi.html> (Accessed on 4-3-

2014) Netrimony a new Dating game : http://indiatoday.intoday.in/story/Netrimony:+The+new+mating+game/1/5743.html> (Accessed on 3-3-2014) Gary p Schneider .1998, “Customer loyalty stages and Cost models”, Electronic Commerce, Thompson

Course Technology.

Philip kotler .2000, “Managing Marketing channels”, Marketing management, prentice hall.

Jiban K Pal, “Review on matrimonial information systems and services –an Indian perspective”, Library, Documentation & Information Science Division, Indian Statistical Institute

Alexa – the web information company free web traffic metrics: traffic rank trends //www.alexa.com/help/traffic-learn-more (Accessed on 12-3-2014)

Nainika Seth, Ravi patnayakuni , “Online matrimonial Sites and the Transformation of Arranged Marriage

in India”.University of Alabama in Huntsville ,USA.

“Product mix and Business Tactics” Respective WebPages of matrimonial websites (Accessed from 5-3-2014

to 14-3-2014)

Turban online App, “Structure and Component of E-commerce business model” Appendix B.

http://www.strategicmanagementinsight.com/tools/bcg-matrix-growth-share.htm

http://indian-dating-websites.no1reviews.com/user-review-3696/shaadi.html

http://indiatoday.intoday.in/story/Netrimony:+The+new+mating+game/1/5743.html



Indian Matrimonial Portals: An

Assay is a Market Research report

provides the Major players in

online matrimonial service

providers in India and in four

southern regions .Chalks out their

business strategy and Ranks based

on its value chain, market share

and Product mix.

SWOT analysis gives where players

future business model to be

focused on.

No part of this report to be copied

or scaled without prior permission

of SN Corporate Management

Consultant Private Limited.

Founder and Managing Director

Shri.CA Nalayiram Subramanian

M.com, FCA, CISA (USA)

Office Contact Details:

SN Corporate and management Consultants Pvt Ltd.

G2, Sun Rays Apartments, 25, Jayalakshmipuram 2nd

street, Nugambakkam Chennai-600034

Phone:+91 44 28260330, 9790853099

Email :[email protected]

Written and presented by

LOGANATHAN.B

MBA, CFA

Research Analyst

Email:

[email protected]

indian matrimonial portals

Business

matrimonial sites

indian matrimonial portals

matrimonial website

online matrimony business

online matchmaking process

specific customers

social matchmaking

high end players