New York based group-dating site, Ignighter, which stepped foot in India in early 2011, and had raised funding, has now pivoted to being an India centric online meeting place, letting its users meet and interact with other users sharing similar interests. There’s been a shift in the site’s approach towards its target user-base, and instead of group dating, which probably didn't work in India, it now lets users decide on their own if they want to connect with a single user or meet in groups. Also, the site doesn’t use the term ‘dating’ explicitly, keeping in mind the Indian market. Speaking with MediaNama, Daniel Osit, President and co-founder of StepOut, informed that the rebranding took place in January 2012, when Ignighter decided to build a new website customizing it extensively for Indian users. He claims that the conversion rate (number of people who sign up after visiting the site) had doubled after the re-branding. Also, unlike its previous avatar where users had to pay around $45, to get access to premium features including the ability to chat with other users, signing-up for the service is now free, while users get virtual currency to avail premium features like a full day/full month chat pass or increased visibility on the site. After they’ve exhausted the currency that they get at the time of sign-up, they can top-up using their credit card, via Netbanking or even through cash on delivery. The company has tied-up with a vendor to enable cash collection. It has also…
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