Inspiring Tale of Matchmaking Success


Finding a life partner is one of the most important and personal decisions that one can make. But it is not always easy to find the right match in today’s fast-paced and complex world. That’s where comes in. is a social networking site that specializes in matchmaking and matrimony. In this blog, we will take a look at how started, how it works, and what makes it so successful.

FounderAnupam Mittal
HeadquartersMumbai, Maharashtra, India is not just a website, it is a phenomenon that has transformed the way people approach marriage in India and beyond. With over 35 million users and 5 million success stories, has become the most trusted and preferred platform for finding a life partner. is the flagship brand of People Interactive (I) Pvt Ltd. People Interactive was founded in 1997 to help architect India’s Internet landscape. Today it is one of India’s leading Internet companies and boasts of brands such as, Shaadi Centre, Shaadilive, ShaadiTimes,, and

A Moment of Innovation: While seated in his father’s office, Anupam Mittal came across a traditional matchmaker discussing the idea of finding a match for him. Initially seeking ways to politely decline the matchmaker’s proposal, Mittal had a sudden realization – why not digitize the entire matchmaking process, eliminating its inherent inefficiencies? This epiphany sparked the idea that would change the course of matchmaking forever.

The Birth of In 1997, Anupam Mittal took his first step towards revolutionizing matchmaking by launching This experimental platform aimed to streamline the engagement process, offering a digital alternative to traditional matchmaking methods. Recognizing the need for a more universally understood name, the platform was rebranded as in 1999, marking the beginning of a new era in the industry.

By 2001, Anupam Mittal made a life-altering decision. He left his job in the United States and returned to India, redirecting all his attention and efforts toward This pivotal move allowed him to fully immerse himself in the platform, attending to its requirements and nurturing its growth.

Founder & key people of

With a vision to enhance the matchmaking process and broaden the horizons of potential life partners, Anupam Mittal embarked on a remarkable journey by founding This globally renowned platform has transformed the lives of millions of individuals, offering an unparalleled matching experience. In this article, we explore the inspiring story of Anupam Mittal and his dedicated team, who have successfully revolutionized the way people find their life partners.

Gourav Rakshit: He is the COO of He joined in 2009 as Chief Operating Officer (COO) and is responsible for leading the growth strategy, product development, analytics and customer service for

Aditya Save: He is the CMO of He joined in 2015 as Chief Marketing Officer (CMO) and is responsible for driving the company’s brand strategy, marketing communication, consumer insights and media planning for

Siddharth Sharma: He is the CTO of He joined in 2016 as Chief Technology Officer (CTO) and is responsible for driving technology innovation, engineering excellence and product delivery for

Strategies behind success:, a pioneer in the online matrimonial industry, shattered barriers and stereotypes to revolutionize the way people find life partners. The company endorsed Chetan Bhagat to promote the brand name. Here are the key strategies that propelled to overcome industry challenges.

  1. Trust and Safety: prioritized user safety with robust verification processes, establishing trust among members and ensuring authentic profiles for secure connections.
  2. Cultural Inclusivity: Recognizing the importance of diverse backgrounds, facilitated intercultural connections, challenging stereotypes associated with traditional matchmaking practices.
  3. Technological Advancements: By embracing emerging technologies, enhanced the user experience, offering advanced search algorithms, personalized recommendations, and interactive features.
  4. Success Stories: Promoting real-life success stories, countered negative stereotypes, showcasing the platform’s positive impact and inspiring others to explore its possibilities. Campaigns like “Say No to Child Marriage”, “#FastForHer” were some of the very successful campaigns.
  5. User Empowerment: empowered users with comprehensive tools, such as detailed profiles, compatibility tests, and personalized assistance, dispelling misconceptions about online matchmaking.

The marketing strategies that helped

has undertaken various initiatives to expand its customer base, entertain users, and create awareness in society. This article explores the diverse endeavors undertaken by, from opening centers across Indian cities to launching engaging campaigns that address social issues and promote love.

Expanding Reach and User Engagement: established 123 centers across 72 Indian cities, with plans for further expansion to 250, enhancing accessibility and localized assistance for users.

Creating Awareness and Addressing Social Issues: introduced a ‘Dowry calculator’ highlighting the social evil of dowry, receiving appreciation from over 35 countries. The game ‘Angry Brides’ raised awareness about dowry culture and child marriage, garnering significant media attention and global appreciation.

Addressing Gender Inequality and Encouraging Dialogue: Through social media platforms, initiated discussions on gender inequalities, sparking a massive response with over 1,872,272 people pledging their support. The campaign’s hashtag #fastforher trended with 78 million impressions, fostering engagement on Facebook and Twitter.

Celebrating Love and Sharing Success Stories:’s Valentine’s Day campaign, #WoEkBaat, showcased the platform as a promoter of love, sharing around 6 million success stories. Influencer couples on Instagram played a significant role in driving this campaign.

Acquisition & Investors: has acquired other startups to enhance its offerings and capabilities. has acquired Frivil, a dating app that uses gamification to match users based on their popularity and attractiveness. has also acquired Thrill Group, a startup that included two dating products, Frivil and Fropper, founded by expat entrepreneurs Josh Israel and Devin Serago. has 2 investors who have supported its growth and expansion. They are:

  • Sequoia Capital India has a board seat in , provides strategic guidance and mentorship to the team, and helps with networking and access to other potential partners and investors.
  • InnoVen Capital provides debt capital to to help it with working capital needs, growth initiatives, acquisitions, etc and also helps with financial management and risk mitigation. is a success story that has inspired millions of people to believe in love and marriage. It has created a platform that connects people from different backgrounds, cultures, and countries who share a common goal of finding their life partner. has also been a catalyst for social change by challenging the norms and stereotypes of the traditional matchmaking industry.