Matrimony in India has received a shot in the arm with the setup of a large number of matrimonial sites. The business of these sites is slowly and steadily on the rise and has turned out to be the most moneymaking option in the country nowadays. Individuals have begun to realize the advantages of going online and selecting their soul mates. So, you can say the matrimony in India has come of age. The traditional ways of choosing a suitable bride or groom through the lone endeavours of parents or relatives have started to fade away. Today, this critical decision is being jointly taken by the whole family including the would-be groom or bride. The advent of the Internet and matrimonial websites has made the task of selecting your future spouse lot easier. As a matter of fact, a few clicks can take you closer to your life partner. As stated by the findings of a study, a search on various matrimonial websites is rated among the top 15 activities over the Internet at the moment. This study had mostly included the users residing in urban areas of the country. Users belonging to the age group of 25-35 form a major portion of the whole sample. There are also significant percentages of users coming under the age group of 19-24. So, the findings reveal that the majority of matrimonial users are young and exuberant people. Another staggering fact is that people from all corners of the country are cashing in on these online matrimonial platforms. Various matrimonial websites have succeeded in creating a brand image for themselves. They are constantly upgrading their features and services to live up to the expectations of their users. In the pursuit to increase their user base, sites are forming strategic, tactical and operational tie-ups with leading mobile and direct-to-home satellite television service providers like Dish TV, Tata Sky, and Big TV. As most Internet users are still relying upon dial-up connections and the Internet itself has not reached the nook and corner of the country, forming alliances with mobile operators seems to be a feasible option. This particular step has boosted the scenario of online matrimony in India as people are more accessible to mobile phones than the Internet. What’s more, a lot of matrimonial websites are also capitalizing on the far-reaching benefits of the popular newspapers of the country to bring more clients into their folds. Sites are placing matrimonial ads in the classified sections of the newspapers of both national and regional repute. The popularity of matrimony websites is also felt in their mounting business too as it has reached an encouraging Rs. 100 crore today. They have also started expanding their operations by opening more and more physical centres in different cities of the country. A perfect mix of offline and online users make their business more lucrative. So, the matrimony in India looks much more promising in the days to come.
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