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US dating apps promote Indian market



Foreign companies are trying to change how Indians shop, watch, eat – and now date.

Bumble, the American dating app, was introduced earlier this month in India with the prominent support of Bollywood actress Priyanka Chopra

At the same time, the competitor Tinder, who pioneered the concept of searching by new functions introduced to consolidate his position in the country in which he has been working since 2015. Happn, which appeals to app users Who has crossed in real life, has become one of the most downloaded dating apps since he came to India last year.

The dating apps have won Bollywood celebrities for advertising campaigns to make them constructive, if not necessarily permanent, advertisers. Relationships that endeavor not to be marked as "attachment locations". In an advertisement by Happn Hrithik Roshan from the 1

990s tells how the app helped two busy city dwellers to find each other.

Still, companies can find Indians hard to woo. Homegrown matchmaking services, with names like Shaadi.com – in Hindi for "marriage" – and Mumbai-listed Matrimony.com, which went public in a $ 78m listing last year, have been flourishing in India for a long time. The local sites are focused on a country where singles often work with partners in their religious or linguistic communities, often under the supervision of their parents.

According to Matrimony.com, prospective spouses and their dependents can work together. Appropriate Partners – Almost nine out of ten marriages in India are arranged.

However, the recent wave of dating apps relies on a growing dating culture in big cities, the rapid introduction of the Internet, and an amazing number of singletons to help lift their businesses. According to KPMG, around 63 million individual Indians between the ages of 18 and 35 were actively seeking partners in 2016, and the proliferation of smartphones is expected to help bring more of them online.

"Talks about dating are still relatively emerging in India," said Taru Kapoor, head of Tinder in the country. She added that Tinder's experience "in the last three years [the company] has shown that the ideals of dating, once considered the norm, are evolving rapidly."

"Meeting new people is quite difficult for all sorts of reasons Countries, "said Didier Rappaport, chief executive of Happn. "People have taken advantage of the technologies that can help them."

Bumble, whose signature feature allows women to take the lead in discussions on their platform launched in India using local languages ​​and security features that allow women to use only initials and block unwanted users.

Whitney Wolfe, chief executive and founder of Bumble, said, "This is in no way a form or form of an American company that arrives in India and says," Wow, what a big market share, let's capitalize that. "

" We enter on purpose, with a mission, with a truly differentiated, bespoke product, "she added.

Ms. Wolfe co-founded Tinder in 2012 before leaving the company and joining Bumble Founded with the support of Russian billionaire Andrey Andreev in 2014, she said the company is interested in an IPO that may challenge Tinder's parent company, Match Group, a US listed parent company.

In India, leading indicators point to this That the western dating apps might spark something, according to analytics provider App Annie, Happn was the most from January to October 2018 Google Play downloaded dating app on Google Play and the second most downloaded lifestyle app. Tinder was not far behind. They are growing faster than local companies: Matrimony.com's share price fell 45 percent last year, and earnings in the most recent quarter fell 30 percent year-on-year to $ 1.9 million.

The new apps "are trying to thrill the young people, especially people who are not committed to marrying or not, to explore these sites, make free networks. , , and then have meaningful relationships, "said Ambive Capital Vivekanand Subbaraman. "It's a real threat."

But foreign apps still need to prove that the Indian market can be lucrative. The apps can be downloaded for free and charged for premium features once the user starts wiping. However, Bumble's monthly sum of $ 849 ($ 12) makes it prohibitively expensive for most people in India, with some economists finding that the "middle class" costs between $ 2 and $ 10 a day.

Navin Honagudi, Partner at Venture Capital Fund Kae Capital, which has invested in the Indian dating app Truly Madly, said the newcomers have not yet shown that they have found a workable model.

"They are growing very fast," he said. "But at the same time, will a model that works in the US work here?"

Executives say the bigger problem is who wipes. In India, many more men use dating apps than women who often stay away for security and stigmatization. About 85 percent of Happn users in India are men.

"Just about every single man in India would like to be in an online dating app," said Able Joseph, founder of the Indian dating app Aisle, which is backed by American technology investors like eBay executive Anand Vijay and Hats male users to about 70 percent of their user base.

But Bumble argues that the first brand for women and security features are the best conditions for female users. In September, Tinder presented an instrument that also gave Indian women the privilege of starting a conversation with a match.


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