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Given that I am in India and facing immense pressure from everyone I know (and that includes my mother) to get married, I thought this piece by old pal Bundeep is appropriate. She is the Goddess of Social Networking. If she blesses you with the right […]

Given that I am in India and facing immense pressure from everyone I know (and that includes my mother) to get married, I thought this piece by old pal Bundeep is appropriate.

She is the Goddess of Social Networking. If she blesses you with the right connection, she can change your life forever. She is worshipped by the millions who seek her out. Devotees construct Web sites for her as if they were temples. She sustains a $6.5 billion industry that grows annually. What’s more, she’s been doing so for thousands of years—long before the Internet and the term social networking came into vogue. She is every Indian’s aunt, affectionately and reverentially called Aunty-jee (jee is a suffix to denote respect, as in Gandhi-jee). And she single-handedly drives the very Indian industry of marriage brokering called matrimonials.

Drawing an interesting parallel between arranged marriage business, and social networking services, he has come interesting conclusions.

For social networking to be fully monetized, the nodes in the social network need a convergence event. These events provide a focal point where new networks are created and existing ones utilized. That’s why Aunty-jee needs a wedding. Her monetization is in the form of gifts, party invites, and a cache of social capital. So, here’s the prediction. While some money will be made by social networking companies by subscriptions, online transactions, and licensing of software, the really big money will be made by the vertical integration of online networking and offline networking.

  1. Where have you been Om? The Arrow, Van Heusen , TH , Lee, Wrangler and Lacoste have been there for long (at least 10 years). Maybe not in Gurgaon but in Mumbai from long time. Discos like J49, pubs, VCDs are there for ages now. Consumerism picked up in early 90s.
    Its not like India started shining JIT before the elections :). The things which struck me the most on my recent visit were the cellphone revolution, variety and number of cars on roads and the sex on TV.

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  2. oh jadhav – i was in the states for past eight years without a single trip back so this was too much for me to handle

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  3. Ravnish Gupta Monday, April 12, 2004

    So Om, do we all expect you to come along with a Mrs. Malik this time !! :-P

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  4. Resist all temptation, including the one that falls under the “it’ll make them happy” category.

    Speaking as one who has been both married and single, I endorse the single life . . .until and unless you meet someone you simply can’t live without marrying.

    And those, trust me, are never arranged. NEVER.

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  5. Auntie-jee

    ThatÌs very true of anyone who goes home, like Om. The Aunti-jee next door is busy setting you up with someone. Given the fact that I am going to be back home in about a few months, I know I…

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