Indian Matrimonial Portals

SN Corporate Management Consultants Pvt Ltd

Indian matrimonial portals: An Assay
SN Corporate Management Consultants Private Limited Page 2
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.
Levelofintensity
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%
Offline
40%
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
StopAn engagement Ceremony
6

Online matchmaking Process
Matchmaking
Start
Searching 321
A
Rental Payment to
matrimonial
service providers.
3
6
4Interacting
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
GenuineVerificati
on 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.com
bharatmatrimony.c
om
matrimonialsindia.
com
shaadisankalp.com
lifepartnerindia.co
m
Globalalliancematri
mony.com
merasathi.com
sanjogse.com
Page per visitor

0 2 4 6 8 10 12
shaadi.com
jeevansathi.com
simplymarry.com
bharatmatrimony.com
matrimonialsindia.com
shaadisankalp.com
lifepartnerindia.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
matrimonialsindia.com
shaadisankalp.com
lifepartnerindia.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
MarketGrowthRate
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

11.05
0.25
0.11
0.03
0.26
0.49
0.05
0.03
0.06
0.08
0.05
1.08
0.09
0.05
0.03
0.34
0.53
0.10
0.19
0.28
0.01
0.49
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.co
m
freesathi.com
tamilshaadi.com
123-
matrimonials.com
kammavarkalyanama
lai.com
kmmatrimony.com
meandyoumarry.com
chennaimatrimony.c
om
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.c
om
chavaramatrimony.
com
m4marry.commalayaleeshaadi.co
m
intimatematrimony
.com
malayogamonline.c
om
jeevan4u.com
marhabamatrimon
y.com
parinaya.org
thalimatrimony.co
m
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
Averagepercentofvisitorsmonthly
Dailypagepervisitor
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.co
m
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
Pagepervisitor 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.

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 :nalayiram@snrassociates.org
Written and presented by
LOGANATHAN.B
MBA, CFA
Research Analyst
Email:
finmktlloku12@gmail.com

Indian Matrimonial Portals

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