Consim Info, the promoters of BharatMatrimony.com have launched a matrimonial site targeting differently-abled people. While this is a free service and may be seen as a Corporate Social Responsibility initiative, Consim Info is monetising the portal by running ads: I noticed an ad for Botox, apart from internal ads for IndiaProperty.com.

BharatMatrimony has over 250 websites targeting different Indian segments – communities and castes. What would perhaps be a category within a single matrimonial website, the company has created a new website for it, targeting people who want to marry within their own caste, religion or community. It makes sense for a new entrant in the space like, for example SecondShaadi.com (see disclosure below) to try and corner a segment and then consider expanding into others, but why is Consim Info segmenting? Perhaps, it is land-grab: taking ownership of segments before others do it.

Readers might recall that BharatMatrimony had taken competitors Shaadi.com, SimplyMarry and JeevanSathi to court, along with Google India, over Google advertising on keywords that it claimed to have trademarked. The company had also won the domain name Tamilmatrimony.co.in in a trademark battle.

Disclosure: I’m related to Accentium founder Vivek Pahwa. Accentium operates the matrimonial portal SecondShaadi.com

Related:
Why Consim Info Hived Off Four Of Its Portals

Details of the case against Google, SimlyMarry, Shaadi and JeevanSathi:
October 13th 2009: Both Consim Info & Shaadi Claim Madras HC Order Favors Them; Case Goes On
September 21st 2009: Consim Info Sues Google, Jeevansathi, Shaadi, SimplyMarryInterview with Consim Info CEO Murugavel Janakiraman