Matrimonial site Shaadi.com has announced the launch of Shaadi.com Sapphire, a phone based service with call center executives who guide callers with the matrimonial search process – whether creating a profile, searching for profiles, connecting or contacting. Members can choose daily updates over phone, or email for relevant matches. The service, available between 10am-7pm is priced at Rs. 14,950 for six months.

What’s interesting is the cross-media approach that Shaadi.com has been taking – apart from online, they’ve got services on DTH, Mobile, Offline (Shaadi Points), Phone (Sapphire). Some of these act significantly to costs – like offline services at Shaadi Points, and phone services like Sapphire, which others are tie-ups that (we assume) are revenue share deals – DTH and Mobile. Let’s see what’s next on the agenda.

Update: Arch rival BharatMatrimony has also launched their own phone based services – called BM Privilege. They positioning appears to be a little different from that of Shaadi – Murugavel Janakiraman, CEO & Founder of the Consim Group is quoted in the release emphasising on the fact that “People want privacy and they also want personalised service.” I guess that means the service will offer some amount of anonymity. Interesting. The pricing is on par, but the payment cycle is shorter than from Shaadi: BM Privilege package offers the service at Rs 8650 for 3 months, but that it is available only till the end of the month.

The matrimonial players can look at the following media for their services:

Job sites have been hosting job fairs across the country; I wonder when we’ll see Shaadi hold a Swayamwar. :P