Online Matrimonial Sercices : A Fast Growing Business

The Shuklas have been looking for a bride for their son for over two years now. Local marriage bureaus, newspapers and even their family networks haven't helped them find the perfect girl.
They are now considering turning to the Internet - they've heard of these huge databases of prospective brides, available at the press of a button. Trouble is, the Shuklas aren't computer literate, nor do they have access to the Internet.
That's the cue for the entry of Hema Banka, a Indore-based housewife who has taken on the franchise for an offline centre of one of the leading web-based matrimonial services.
At Banka's matrimonial bureau, trained tech savvy staff will help the Shuklas navigate the information highway, post their son's details and scan the available databases for suitable matches.
The organised matrimonial business in India is worth about Rs 1,000 crore (Rs 10 billion). Until a few years ago, it operated mainly as a loose network of friends, astrologers, family priests and so on.
Of course, a few bureaus did exist, but the industry really took off after the launch of online matrimonial services like Shaadi.com (part of the People Interactive Company) , BharatMatrimony in the late 1990s , Shadilagn.com (Shadilagn Web Services, since Feb 2003, An ISO 9001:2000 Certified) , Jeevansathi.com , simplymarry.com (A Times Group portal)
As "real" bureaus rushed to set up virtual counterparts, the online matrimonial matchmaking business grew - to about Rs 90 crore (Rs 900 million), at last estimate.
Meanwhile, a couple of years ago, the Shadilagn.com started the cascade created brick-and-mortar versions of their Internet businesses, setting up centres that help them reach out to a wider audience profile. This was probably critical, given that marriages in India are usually "arranged" by the older generations, who may not be comfortable with technology.
Now, the business model has evolved further. Shadilagn.com is looking to housewives and retired people to help expand their business. The brick-and-mortar model will expand primarily through franchises sold to this group.
Accordingly, initial investment in the franchise operation has also been pegged at an affordable Rs 50,000.00 to 2,50,000.00 and office space requirements kept at 600-800 sq ft. In the next two years, Shadilagn.com plans to expand its centres to 100.
Housewives and retirees as potential business partners is a carefully thought-out strategy. Offline centres are most likely to be visited by parents of prospective brides and grooms (studies show that less than 20 per cent of website traffic is from parents seeking matches for their children).
It was felt that this group would probably be more comfortable knowing an older person was in charge of the centre; women, in particular, would be better equipped to deal with sensitive issues like marriage, and offer personalised advice to parents.
The difference in services, he points out, starts with the information upload. Keeping in mind the target profile, Shaadi.com gives detailed information on individual tastes and preferences, such as hobbies, interests and so on.
Further, to maintain a personal relationship and gain consumers' confidence, the companies are looking at local marketing and media spends.
Shadilagn.com, which has an huge marketing budget, has tied up with local newspapers and provides editorial content for matrimonial columns. follows, in addition to organising events, advertising through filers and outdoor hoardings and FM Radio.
"The local promotions help us not just in increasing brand visibility, but also in building a strong brand identity," says Devesh Bajpai, CEO Shadilagn.com. Incidentally.
But then, online matrimony remains big business. This year, it will grow to over Rs 125 crore (Rs 12500 million),
The focus on the online business continues - value adds like SMS Matrimony Service, 24-call centres, online reference checks, online horoscope checks and so on are already on offer. Shadilagn.com has now launched a newspaper, which offers advice and information on wedding rituals, trousseau planning and even counselling.

Devesh Bajpai, CEO of Shadilagn Web Services, have 17 yrs experience of IT Industry.