Good morning [%first_name |Dear Reader%],

Over the last fortnight, I came across two pieces of news that I think mark a milestone in the evolution of dating apps and matrimonial websites in India. 

First was the launch of MatchAble, an app that describes itself as a dating, matchmaking, and networking platform that “enables people with special needs make meaningful connections, both online and offline”. 

Note the niche target audience and the emphasis on meaningful connections. Also that the app has been launched by Delhi-based Periwinkle Peafowl primarily for Indian audiences. MatchAble’s differentiators include features that increase the ease of communication, like a screen reader and screen speaker. Also, verified profiles and filtration mechanisms for specific interests alongside age, gender, and sexual orientation. 

The second piece of news is from a story published on VCCircle. India’s matrimonial websites, it says, are evolving—adding new features like video and voice calls, and more filtration mechanisms and categories. 

Taking some leaves out of the dating-app playbook, in short. And as MatchAble prioritising meaningful connections shows, dating apps seem to be taking a few pointers from matrimonials too.

These two businesses began their journeys in India with very different approaches—casual hookups on one end of the spectrum and family-arranged marriages on the other. 

Now, their narratives seem to be fusing together. 

Let’s see how. 

Convergent evolution

Five long years ago, The Ken interviewed Sachin Bhatia, co-founder of dating app TrulyMadly. Dating was a serious business, he told us, even if it was small at the moment. Because the problem it aimed to solve was ominous. 

While dating was still somewhat taboo in India, it was gaining appeal. But, there were too many men on the app and they did not know how to hold a long conversation. And the few women there needed to be convinced that it was, in fact, safe to talk to them. Overall, the app was used mostly in metro cities. Bhatia was building a category, creating awareness, and solving a complex socio-cultural problem while creating the business. 

He’d also shared some numbers for perspective. Despite all his marketing spends, innovative tactics, and awareness, he could change the percentage of women on the app from 10% to only 20%.