A match made on an algorithm

There are over 2,000 matrimonial websites operating in India but only 4% of all marriages per year happen through online matches. The online matchmaking business is estimated to be worth ₹1,000 crore but despite being a crowded space it is yet to reach its full potential, according to the founders of a Mumbai startup called Marrily.in, who say it could actually be under monetised and currently suffers from a problem of catering to a wrong demographic and mindset. Entering that space, and trying to do things differently, was thus a no brainer.

Marrily was launched in February 2016 by four alumni form IIT Kanpur. For Sourabh Varma, one of the founders, the decision to enter the space was borne both out of personal experience and the recognition of a business opportunity. “When I was looking to get married, I found the entire process of going on to websites like shaadi.com and bharatmatrimony awkward and frustrating,” he says. “Strangers acting strange”, is how he describes the experience and the whole process was complicated by the fact that it was the parents who seemed to be…

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