mMatrimonial sites are now the 13th most

popular mainstream online activity

mOver 12 million Indians use online
matrimonial searches

m50% members of marriage portals live in

the five metros
m79% of online matrimony surfers are well-
qualified
m100 odd matrimonial sites exist in India.
mThe organized matrimonial business in
India is worth about Rs 1,000 crore (Rs 10
billion). mIn a country of 1.12 billion people, Internet
users number around 45 million. Of
those, approximately 6 million to 8 million are
seeking future mates online

Ô
Ô
 

 

 Ôhaadi.com
 BharatMatrimony.com
 Jeevansaathi.com
 TimesMatri.com
 Ôimplymarry.com
 6



4%
8%

43%
Ôhaadi.com
Bharatmatrimony
45% Jeevansaathi
others
 50% growth rate in marriage site sector.
 Acc. to UÔ-based EmPower Research, the
online matrimony industry in India may reach 21
million registrations with revenues of $63 million
by 2010-2011
 Current Internet growth rate: 25% to 30% YOY
 ¢emographic
‡ Age: 25-35 age group forms the largest
base of matrimonial users at 40 per
cent, followed by the 19-24 age group at 34
per cent.
‡ 79% of online matrimony surfers are well-
qualified
Ôegmentation
Behavioral
‡ Occasions: Marriage, Remarriage
‡ Benefits:Economy, Convenience, Ôecure
and private Platforms
‡ User Ôtatus: Potential users, First Time
users, on users, Regular users
‡ Usage Rate: Medium
Geographic
‡ 50% members of marriage portals live in
the five metros
‡ Indians present in every corner of the
world
‡ The Ôouth accounts for 44 per cent of
users of matrimonial Web sites
Psychographic
‡ Traditional culture of Arranged
Marriages
‡ Religion, Mother Tongue ,Caste are
important criteria for matrimony
‡ Consumers are time constrained
 

 





Criteria & Ôhaadi BM Jeevansathi ÔimplyMarry
Change
People  34,824 31,339 21,782
Average stay (Average no. of min, on the site per visit)
Avg Ôtay  5:23 2:19 4:14

Ô
  
According to ˜  

Ôhaadi.com ± 477
JeevanÔathi.com ± 1317
BharatMatrimony ± 2215
ÔimplyMarry - 11701
(The lesser the rank - the better of course)
Well Ôhaadi seems to be the clear winner
 u
 



  

Ôhaadi BM Jeevansathi ÔimplyMarry
India 53.1 72.5 80.5 63.2
UÔA 11.5 4.6 3.1 4.5
UK 6.2 - - 2.9
UAE 3.5 4.0 2.4 10.6
Traffic rank in various countries
India 31 28 94 241
UÔA 1646 11108 28734 51292
UAE 276 693 1287 1260
Google PageRank - Higher the better -   

6


Alexa Rank - Lesser the better -   
Compete Rank - The lesser the better -  
Quantcast Rank (Quantcast provides UÔ base site visitor demographic
statistics) - The lesser the better -BM
Technorati Links - The more the number of links, the better for a site
- 
¢
         
6 

 

6







3 months 1595 1350 ± 1900 1590 ± 2290 500
6 months 2655 1900- 2750 2690 ± 3890 1000
9 months - - 3440 - 4990 -
12 months 4250 4100 - 2500 - 3500

 All figures mentioned are in Indian Rupees (INR)

 The name is short and simple and most relevant
 largest NRI audience.
 nice secure feel about it
 Ôimple search
 ¢ynamic testimonial
 Ôhaaditimes.com ± A Wedding Portal of sorts
 Group of 15 portals
 Extremely popular amidst Ôouth Indians and for other
regional services
 A reason why someone would visit BM before Ôhaadi is:
- Good advertising by BM
- Word of Mouth
 The 
 is again simple and efficient.
 ¢isplays results without having to register
 Too aggressive while Marketing themselves
 India's anti-monopoly watchdog, Monopolies and Restrictive
Trade Practices Commission (MRTPC) asks to stop success
Ads to matrimony website Bharatmatrimony.com
  
   
 6 

!

: blogging platform
 JeevanÔathi comes from the stable of
InfoEdge, i.e. it is a Naukri.com group company
 Most traffic at least in India
 Too many paid membership options -18!
 Promoted by TimesGroup
 Leading off-line matrimonial service
 Great position to be eventual leaders if they can
utilize the newspaper matrimonial classifieds
 Ôimple tactic ±
A show the benefit of a free listing on ÔimplyMarry.com
A when a person buys a listing for the matrimonial
classified in the newspaper , later on try to convert him
into a paid online customer
 Target Audience: Youth looking forward to
marriage in the near future
 Ad emphasis: Finding the right partner
 Ad execution:
A Fun and enjoyment
A Ads based on real life examples
A Animation based ads
 Key message: Helping today's youth in making the
right decision in marriage
 Reason to believe: Ad presentation synchronizes
with the youth mind set
 Target Audience:
A Parents looking for a match for their children
A Youth looking forward to marriage in the near future
 Ad emphasis: Right combination of cultural and
modern values
 Ad execution:
A Endorsement to movies
A Regional portal ads: websites dedicated to individual states
 Key message: Finding a match with the perfect blend
of modern and traditional values
 Reason to believe: Ad presentation depicts present
scenario; a spouse who understands you and your
family needs
 Target Audience:
A Parents looking for a remarriage option for their children
A Close family members and friends
A Individuals ± divorced or widow/widower
 Ad emphasis: Giving marriage a second chance
 Ad execution:
A Emotional and sensitive
A Very realistic approach
 Key message: To convince people for remarriage
 Reason to believe: High appeal to the concerned
segment
 Brand Name:


"


 Target Audience: Providing a dedicated marriage
portal for NRIs
A Huge Market potential
A No major players in the market
 Brand Positioning:
A Credibility and authenticity
A Huge data resource for the customer
 Brand Image:
A Trusted and reliable source of information
A Availability of other extended services
 Ôervices:
A Verification and stamping of profiles
A Online dating services
A Astrological/Horoscopes matching
A Wedding planning services
A Honeymoon packages
A Ôending gifts, cards etc
A Providing online counseling
 Features:
A Country specific orientation
A Matchmaking as per:
Community, Religion, Country, Occupation