wordpress blog stats
Connect with us

Hi, what are you looking for?

Shaadi.com Launches Multiple Verticals; Going The BharatMatrimony Way

Matrimonial website Shaadi.com is launching new vertical specific sites, going down the path that its peer and competitor Bharatmatrimony.com went past: sites like AssameseShaadi, BengaliShaadi, KashmiriShaadi, ParsiShaadi, among others. While Bharatmatrimony.com went rather over the top with the idea – launching as many as 250 community specific matrimonial websites, Shaadi.com is being more circumspect: the initial plan is to launch 15 sites, even though, as Gaurav Rakshit, Business Head of Shaadi.com told MediaNama, the company owns over 2000 domain names, primarily for protecting its brand.

“We’ve been working with this premise for some time. As Shaadi.com has grown, we’ve found communities within the site that is looking at marriage within the same community. Shaadi.com remains the umbrella site, but verticals, like tamilshaadi.com, which is specifically for tamils, allows us to do customize it for that community. Potentially, we could do UKShaadi.com for that geography,” Rakshit said. The database will be the same across the site, but a member registered with, say, parsishaadi.com will not be able to log into the main Shaadi.com website; specific database segments become accessible. It just makes discovery easy if they’re only looking to marry within a specific community. Users can choose to migrate their account though. Rakshit said that the segmentation is primarily a customer acquisition strategy. He didn’t comment further on how the customization of community portals will be done – whether sub-segments (sub-castes) will be added or not, or even language details.

Our take on this is that this is as much a defensive move as one for customer acquisition: people often prefer to marry within their own communities, and Bharatmatrimony.com may have started attracting the segmented audience. The segmentation also works well in case either company intends to roll out offline centers across states: a diverse approach to a diverse country.

The other interesting side note to this deployment is SEO: take a look at the sitemap for Kannadashaadi.com here. The phrase Tamil Matrimony (among others) links to TamilShaadi.com. Remember that Bharatmatrimony had taken Shaadi.com and Info Edge owned Jeevansathi.com to court over advertising using trademarks. Can’t do anything about SEO, right?

Details of the case:

September 21st 2009: Consim Info Sues Google, Jeevansathi, Shaadi, SimplyMarry; Implications For Competitive Ads
September 21st 2009: Consim Info CEO Murugavel Janakiraman On The Case Against Google, Shaadi, Jeevansathi & SimplyMarry
October 13th 2010: Updated: Both Consim Info & Shaadi Claim Madras HC Order Favors Them; Case Goes On

Advertisement. Scroll to continue reading.

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

Written By

Founder @ MediaNama. TED Fellow. Asia21 Fellow @ Asia Society. Co-founder SaveTheInternet.in and Internet Freedom Foundation. Advisory board @ CyberBRICS

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.



The Delhi High Court should quash the government's order to block Tanul Thakur's website in light of the Shreya Singhal verdict by the Supreme...


Releasing the policy is akin to putting the proverbial 'cart before the horse'.


The industry's growth is being weighed down by taxation and legal uncertainty.


Due to the scale of regulatory and technical challenges, transparency reporting under the IT Rules has gotten off to a rocky start.


Here are possible reasons why Indians are not generating significant IAP revenues despite our download share crossing 30%.

You May Also Like


Google has released a Google Travel Trends Report which states that branded budget hotel search queries grew 179% year over year (YOY) in India, in...


135 job openings in over 60 companies are listed at our free Digital and Mobile Job Board: If you’re looking for a job, or...


Rajesh Kumar* doesn’t have many enemies in life. But, Uber, for which he drives a cab everyday, is starting to look like one, he...


By Aroon Deep and Aditya Chunduru You’re reading it here first: Twitter has complied with government requests to censor 52 tweets that mostly criticised...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to our daily newsletter
Your email address:*
Please enter all required fields Click to hide
Correct invalid entries Click to hide

© 2008-2021 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ