has become the second matrimonial portal to in a mobile operator tie-up, after launched a host of services with Vodafone launched last month. Bharatmatrimony is offering Airtel customers matrimonial subscription services at Rs. 20 per week, which gives them access to an additional contact.

While the type of services are rather limited, this deal appears to be better than the one that Shaadi is offering Vodafone customers:

But does the price difference really matter?
I don’t think it does. Not many mobile subscribers will be using both Vodafone and Airtel, and selection of an operator is not likely to be determined by which matrimonial service they are providing.

This is more of a distribution deal for Shaadi and BM, and primarily a means of acquiring new customers. A few months from now, we’ll check up with both Shaadi and Bharatmatrimony about usage trends – whether they’re acquiring new customers, or is the service being used by online users. Ideally, both services would like to be live across all mobile operators, and not the exclusive mandate of any one.

This is yet another bullet point in the one-upmanship game between and Bharatmatrimony – both announced DTH launches earlier this year – Shaadi with Dish TV and Bharatmatrimony with Tata Sky.

Related: & Vodafone Ink Revenue Share Deal For Matrimonial On WAP, Voice Portal & SMS
Manorama Group Launches Matrimonial Site; Other Classifieds To Move To Verticals?
Matrimonial Sites Ink DTH Deals – Shaadi-DishTV, Bharatmatrimony-Tata Sky