This is a disruptive business model that can give sleepless nights to the established players in the Indian matrimonial classifieds market. A Canadian company iRishta.com has launched a free Indian matrimonial and relationship site called iRishta.com. iRishta.com said in a statement, “They (read Shaadi, BharatMatrimony et al) have continued to raise their membership prices, while offering little additional value to their customers. We think that once Indians realize that there is a viable alternative to paying for what amounts to little more than a high priced messaging service, they will abandon these paid sites and migrate to free matrimonial sites like iRishta.com. The combination of high end features and no membership fees offer an unbeatable value to our members. We believe that unless the paid sites change their strategy, our business model will make these high priced matrimonial sites unattractive to members and lead to these sites’ eventual decline.”
iRishta.com is targeting various Indian communites such as Punjabi, Bengali, Telugu, Tamil, Maharashtran and Indian religions like Hindu, Muslim, Sikh and Christian. The website will promote it’s services in India as well as to UK Asians and Desis living in the USA, Canada, UAE and Europe.
It’s in direct conflict with Shaadi and BharatMatrimony which have huge NRI subcriber base. However, the big question still remains: where will the money come from?
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