BharatMatrimony has announced the launch of SoulMate Search, a search tool that enables its members to find their partners based on mutual likes, hobbies and interests, and going beyond the traditional matrimonial search parameters of education, religion, caste age, height and others, the feature has a mutual interests column which consists of check boxes that enables users to check various interests like poetry, music, pet, passion for photography, Fine Arts, Reader (Books), among others.
We checked and, at present, this is not offered by other players in this domain like Shaadi and JeevanSaathi, and although they provide an advanced search option that enables the users to refine their search on the basis of various parameters such as diet, drink, smoke, HIV positive and others, the mutual interest feature seems missing. It’s strange that even though search is the core business of matrimonial sites, most haven’t evolved parameters to increase relevance in search.
Earlier this year BharatMatrimony went social by providing Facebook integration that enables Facebook users to search through BharatMatrimony’s listings. The move is aimed to get more users on board but at the same time it jeopardizes the whole match making process as users might get flooded with unsolicited proposals.
Other sites are entering the matrimonial space, including FindMyMatch and DesiSpark, companies are required to devise new strategies and features to attract users.
Disclosure: Accentium Web, founded by MediaNama Editor Nikhil Pahwa’s cousin Vivek Pahwa, owns a matrimonial portal SecondShaadi.com