Shaadi.com started in 1996 as an experiment by Anupam Mittal to provide more matches than traditional matchmakers. It has grown to be a leader in the online matrimonial industry in India, facilitating over 3.2 million matches. The company uses a modest revenue model of free registrations and premium subscriptions. Its marketing strategy involves social media campaigns on issues like dowry that engage audiences and generate awareness, as well as over 100 offline centers and celebrity endorsements to increase its customer base and engagement.

1. CASE STUDY
How Shaadi.com started as an
experiment became leader in the online
matrimonial industry?

2. Author Box
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3. What you will find in this
Case Study?
• About Shaadi.com
• Idea of Shaadi.com
• Revenue Model
• Marketing Strategy

4. About Shaadi.com
• Started in 1996 as a Matrimonial
site
• Founded by Anupam Mittal
• Specialized in matchmaking service
• More than 3.2 million matches
globally
• Touched the lives of more than 35
million people.

5. How Shaadi.com started?

6. Anupam Mittal
lived in US and
working as
Product Manager
He felt bore and
wanted to Return
India with an
Idea
One day he
met a
traditional
Matchmaker
Enquire about the
no. of people involve
in matchmaking and
got answer 50-60
Anupam thought to
overcome the
limited no. of
matches
He reached to
the idea of
matrimonial
website
Idea was
conceptualize & in
1997 sagaai.com
was launched as an
experiment
In 2001 Anupam
changed the name
from sagaai.com
to shaadi.com
A B C D
EFGH

7. Revenue Model of Shaadi.com
• Very modest & candid revenue model
• Registration over the platform is free of
cost
• Charge the member for a premium
membership
• User can look for various matches
according to their requirement
• Recorded about 3.2 million marriages
across the globe
“Indian matchmaking market size is of around $1 billion
and Shaadi.com shares around 40% of it”

8. Marketing Strategy

9. “Engage audience through
initiative taken to solve the
real life problems faced by
people in personal related
to Love, Marriage, Dowry
deaths etc.”
1

10. “Campaign creates awareness on the issue raised and social media
platform receives a lot of customer engagement through the
campaign related with social issues like dowry, child marriage,
women empowerment etc.”
2

11. “To increase their
customer base and user
engagement, more than
100 offline Shaadi
Centers were opened in
over 70 Indian cities.”
3

12. “Regularly host games and contests to engage the customer and
generate awareness among the society. ”
4

13. “Shaadi.com used ‘dowry
calculator’ to highlight
social evil. They gave a
message through the
dowry calculator
campaign to stop dowry
in marriages and showed
the number of dowry
deaths in India in place of
worth value of your
dowry.”
5

14. ”The company also
endorsed Chetan Bhagat
to promote the brand
name.”
6

15. Social Media Campaign #FastForHer
• The campaign received huge response from the audience.
• Head count of more than 18, 72,272 people took the pledge on
the website www.fastforher.com.

16. • The hashtag #FastForHer kept on trending for the whole time
and received over 78 million impressions over Facebook and
Twitter.
• Its YouTube videos got 140,000+ views and with more than
250,000 posts like on Facebook, the campaign showed its
success.

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