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Rishtey now passe as Matrimony.com goes casual and buys dating app Matchify

matchify (1)

Matrimony.com has bought Bangalore based Matchify, a dating app for “like minded” people and relationships. Matchify, which is owned by Matchify Services Private Limited, claims that it is especially focused on women with features like verified profiles, secure chat, profile visibility, abuse reporting and blocking. Readers would like to note that TrulyMadly, another dating app, offers similar features.

Chats can only be initiated by women

Matchify plans to add a one way video chat feature in the future. It also has features like mobile number verification, photo screening and a relationship status check. It claims to have a chat service where women can initiate chats with men directly but not the other way round, unless the man and woman have at least one “like” in common. Initially, a user’s full name is hidden and only their initials appear. The company claims that the user’s profile can be hidden from their Facebook friends.

Bangalore only?

The app is currently Android only with plans to launch on other platforms in the future. Giving it a spin, we found that the app returns “matches” only from Bangalore. The company, however, claims that it matches profiles based on their current location (I am not in Bangalore). The company claims that its relationship matching algorithm updates itself based on the “interests” as its users identify and engage with other users.

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In 2008, Matrimony, founded by Murugavel Janakiraman, received venture funding worth $11.75 million from Yahoo! and Canaan Partners. Currently, it is funded by Bessemer Venture Partners, Mayfield Fund and Canaan Partners Technology. Matrimony.com runs BharatMatrimony.com, a flagship matchmatching network and claims to employ over 3,500 people across offices in India with a presence in the US and in Dubai. The company claims that CommunityMatrimony.com has over 300 community oriented portals. Other portals include AssistedMatrimony.com and EliteMatrimony.com.

Earlier this year, BharatMatrimony’s competitor Shaadi.com had invested an undisclosed amount in Thrill, a dating app, for a “significant minority stake”, from a report at VCCircle.  Thrill works on similar principles where women can sign up “whenever they want” but male members need to apply to join, after which they are rated by female users. This rating pushes up the male user’s profile which, after approval, lets them find female users.

Written By

I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

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



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