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Specialised marriage sites carve own niche

If the ‘hits’ and ‘registration’ figures are anything to go by, marriage portals catering to specialised groups — mangliks and BPO professionals to name a few — are the thing this marriage season. Nivedita Khandekar tells more...

delhi Updated: Nov 12, 2007 02:35 IST
Nivedita Khandekar

The parents of 32-year-old Anuj Sheel (name changed) were worried about finding a suitable bride for their NRI son till they bumped into www.thirtyplusshaadi.com, meant especially for persons living abroad and looking for a match in India.

Shweta (26) is a BPO employee with an American firm, which means she works every evening. Her mother worries about finding a groom who will understand the requirements of her job. Shweta her match at www.bposhaadi.com.

If the ‘hits’ and ‘registration’ figures are anything to go by, marriage portals catering to specialised groups — mangliks and BPO professionals to name a few — are the thing this marriage season.

Says Sanjeev Pahwa, whose company claims to have launched India’s first and only matrimonial portal exclusively for mangliks, “There are already lot of options available on-line. But our research showed that most of the marriage portals are complicated. It can be a problematic experience for a first-timer or not-so-frequent user.”

Manglik status is a big issue even today and people tend to take care to find a proper match for a manglik. With www.mangliks.com, people can go ahead with a streamlined search, he said. “Within a few weeks of operation, we have around 12,000 registered users,” he added.

One of the promoters of www.shaadikaro.com, said: “Designed with the help of latest technological expertise, our portal is very simple and easy to navigate, and can be used even by those who are not computer savvy.”

A quick search reveals there are more than 100 on-line marriage portals for Indians. While few (like www.maheshwarivivaha.com) seek exclusive community matches, there are a few which zeroes your search down to your state (www.keralaconnect.com).

Jane Chacko, mother of a Delhi-based journalist, has registered on www.keralamatrimony.com for a groom for her daughter. Apparently, distance from the home state plays important role as it prevents use of traditional methods. Observes Dinesh Nair, a PR professional, “Not just in Delhi or gulf countries, the trend (of using specialised marriage portals) is catching up in urban areas even in Kerala. However, in rural areas, as people are not that net savvy, they still employ services of traditional marriage broker.”

Another community-specific portal is www.jain4jain.com which has on an average 2500 registered users per year. “The very fact that registrations keep increasing, the concept is catching up,” says promoter Subhash Jain.

www.jainsamaj.org is another example of community specific portal, which also includes matrimonial column. Founder of the website A K Jain says, “This is a free of cost service started for the benefit of the community. We have on an average 3-4 thousand registered users.”

Most of the sites offer religion or community-based searches. “Instead, we have introduced occupation-based portals (www.bposhaadi.com or www.govtshaadi.com) and went ahead with niche segments,” Pahwa adds.

With specialised search machines available, the wannabe brides and the grooms have little less clicks to find that perfect match.