There has been a sea change in the appearance, content and most importantly the concept of the matrimonial sites over the ages. The concept of matrimonial websites or online wedding was introduced nearly two decades ago when a handpicked dot com companies launched their websites. It was indeed like playing gambling since large money was involved and average people were not ready to buy the concept.
Boys and girls too were reluctant to share their photographs and details apprehending harassment. Some believed, and some had their doubts. The rest remained evasive and preferred to stay with conventional methods like matrimonial columns in magazines and newspapers or interacting with matchmakers and visiting the local matchmaking shops. The revolution was gradually being noticed around 2012-2013.
Reasons for the popularity of matrimonial sites
There has been a steady increase in the popularity of these matrimonial sites predominantly due to three reasons –
- Huge choice of matches (database)
Matrimonial sites – A glance at overall growth:
There was another important aspect these sites understood that would pay them good dividends. This was introducing caste and community-based matches like Jain matrimonial sites or Kayastha matrimonial sites, etc.
To promote and make the matrimonial websites popular among the new generation, these sites off late have changed themselves in terms of facilities, features, the appearance of the sites, and even content.
Introduction of blogs:
The matrimonial sites that brought a revolution during the 2000s have gone through numerous changes over the ages. For example, the introduction of blogs during the past few years has worked as a motivation for the readers. Off late, the sites have turned into a wedding media. They are mostly run by media organizations. Some of the sites even run online videos and LIVE shows.
Matrimonial sites hitting Smartphone apps:
The fast-growing mobile-phone savvy generation finds it more interesting and convenient to search for matches on their smartphones. In today’s tech-savvy age, all the matrimonial sites have come up with mobile apps. In fact, the popularity of apps has surpassed the numbers on websites. This has also brought the sites in prominence since the user base of mobile phones is much bigger than websites.
Events to attract matches:
These online matrimonial sites in partnership with various popular dating apps organize online LIVE campaigns and events from time to time. Recently, a fastest-growing dating app hosted a web series and invited men to describe themselves beyond their professions. The women were asked to check out men. In the bargain, these dating apps are doing a brisk business. The idea behind the concept is to use the huge database of young people registered with these dating apps and subsequently pull them to the matrimonial platform.
Inviting celebrities online:
Another popular way to promote these matrimonial websites is by inviting celebrities from films, literature, art, and various other fields. They share their experiences, knick-knacks, etc. online. Some of these programs are interactive where boys and girls are allowed to ask questions either through text or phone-in. Often these shows are organized on special days like to commemorate Karwachauth or St. Valentine’s Day, etc. Topics can set the debate on fire.
Another way to attract the attention of the young generation towards the content on matrimonial sites is through organizing musical evenings, cultural events including music concerts. The websites invite well-known singers, musicians, and even stand-up comedians who perform online. The concept has clicked and fetched the sites a good return.
Conducting a hi-tech security check:
Apart from modes of promoting and advertising, these online marriage bureaus have come up with a few features that would ensure security check. This has been initiated to protect the users from facing harassments and exploitations in the wake of fake account or those who indulge in filthy activities. Often users land up in the trap. To counter these online menaces the sites ensure:
- Check the credentials of the user registering on the site.
- Ensure the person is genuine by carrying out counter checks on various social media platforms.
- Reject or terminate the registration if found fake or controversial.
Apart from all these measures, the matrimonial sites refer the cases to the cybercrime cell in case there are serious implications like sexual exploitation or extracting money, etc. Such protection is extremely helpful for Indian brides in United Kingdom as many try to marry brides abroad and then exploit them for numerous reasons.
Online matrimonial sites have bridged the gap as now brides and grooms residing across the globe can interact and meet virtually on the matrimonial sites and know each other well. They also reinforced the age-old tradition of community marriages. In an interesting observation, the online matrimonial sites have been doing extremely well during the lockdown with 14,000 to 15,000 users registering per day.