Indianmatrimonialproject 140315122706 Phpapp01

SN Corporate Management Consultants Pvt Ltd
Indian matrimonial portals: An Assay
EXECUTIVE SUMMARY
INTRODUCTION
A TYPICAL STRUCTURE OF WEDDING INDUSTRY IN INDIA
TRADITIONAL MARRIAGE MATCHMAKING PROCESS
10
ONLINE MATCHMAKING PROCESS
11
PLAYERS IN ONLINE MATRIMONY BUSINESS
12
BUSINESS MODEL OF ONLINE MATRIMONIAL SERVICE PROVIDERS
13
SWOT ANALYSIS OF MATRIMONIAL WEBSITES IN INDIA
14
TOP 10 MATRIMONIAL WEBSITES IN INDIA
15
TOP 10 MATRIMONIAL WEBSITE PAGE PER VISITOR
17
RELATIVE MARKET SHARE AND GROWTH RATE OF TOP 10 MATRIMONIAL WEBSITES IN INDIA
20
REGION WISE RANKING OF MATRIMONIAL WEBSITES
21
TOP 10 TAMIL MATRIMONIAL VISITORS TRAFFIC
23
RETENTION PERIOD OF CUSTOMERS
30
SN Corporate Management Consultants Private Limited
Page 2
Page 3
Executive Summary
Business Performed in physical set up works only with meeting one or two
customers having different behavioral perceptions. Placing the business on web/online
through websites becomes flexible to target different segment of customers. The players
in matrimonial websites with its product/service features are internally driven. Customers
who enter the websites want to fulfill their specific needs of matchmaking .e.g. Category
of Brides non-religious, Business (Snob) category, High end, Alumni from education
institutions etc. Designing product plans according to organizations needs hence
internally driven. Few players Such as Shaadi.com, Bharatmatrimony.com has extended
their service design toward specific customers needs for wealthy individuals, only for
Business individuals.NRI are the large visitor to matrimonial websites ,as shown positive
loyalty ,Domestic visitor within India are high Switchers from one competitor to other
,term them as Churns. Visitors from Domestic are Brides or grooms parents, brother,
sister, other relatives, who are not tech savvy and it is difficult for them ,to interpret the
potentiality of product features /plans offered by matrimonial websites. Customer
supports services are often rude to such visitors creating an emotional barrier towards
such websites, turning off to competitors or Offline individual marriage broking services.
Supporting Staff have only objective to push the product plan, instead of observing it as
Social Matchmaking which involves psychology bearings associated with the profile up
loader and user. Marriage bureaus, franchise and offline outlets of matrimony websites as
boosted slight loyalty, Cost of handling additional outlets is really a cumbersome process
if location is far enough.
Page 4
Level of intensity
Stages of Customer loyalty online

matrimonial websites
Time
Awareness
Exploration
Familiarity
Commitment
Separation
Customer recognize name of company or one

of its product mix
Profile searching, Interaction with executives
through phone calls, emails.
Completed several transactions .if successful
:Next step
If not successful: Switch to Competitors
If Successful: Word of mouth communication.
If Unsuccessful : False rumors
Disappointed by changes in level of services.
Page 5
Making a customer to visit a website is through advertising model, attracting as many

visitors as possible. Then Subscription model is placed as a first stage to turn visitors into
customers, Matrimonial sites spends an amount is the acquisition cost + conversion cost.
Additional premium membership plan should be flaunted, as acquisition cost is higher
than the revenue to be generated during the period. Period of stay of paid members is
quite less, as they are in eager to getting right profile compatibility, support services
should be enhanced to push them to higher premium matchmaking offerings, Cordial
and good relationship building is in hand of relationship managers at this period, Where
Customers pays to obtain such premium services ,Financial + Transaction cost is covered
.Most of the players are ambiguous in revealing their revenue models , which is arduous
for delving into such areas for study.
Marriage making business is a thriving revenue feeder, players should extend their
arms in niche segments .Lifestyle of customer segment have really driven, to open
matrimony sites for divorce & Second marriages, only for professionals such as
iBluebottle ,For deformities such as handicapped , blind ,for Celebrities only ,For HIV
positive where doctors health related advises are given for couple who are to be engaged,
For army personnel motivating veterans to involve in social life ,For alumni (educational
institutions) matchmaking only with alumni daughters or sons. The Segmentation grows
wider but impact is less.
The report has studied major online matrimonial players and only four regions of
South, ignored community based matrimony, High end players, and Niche segments.
SWOT analysis, Top ranking and various factors shown in charting formats.
Page 6
Page 7
Introduction
Social needs of man have driven him to be spendthrift, especially in marriage ceremonies.
The term VASUDEV KUTUBAKKUM has delineated traditional way of matchmaking
done by Elders and parents of Bride and Groom. Matchmaking services done by
agents/brokers by physically swapping photos has remained the past, unknowingly
provoking high commission from the parents who were eager for her son or daughter to
get married.
Computers which were involved in data processing work , was remained aloof from outer
world, Now Internet a network of networks, has connected and made a platform, were all
computers can interact .The power of communication technology has stepped up online
matchmaking services ,given a way for high end revenue driver for internet business.
Primary focus of such matrimonial websites is marriage, not dating.
Domination of Matchmaking services

offline vs. Online
Offline
40%
Online
60%
Page 8
Technology, Automation, Analytics has really changed the traditional business

model to look beyond. E-commerce and the internet business model have stimulated
competitors, to direct their service/product at customers door steps. Among other
commercial enterprises, business of wedding industry is burgeoning as successful online
social matchmaking portal. Matrimonial service providers have huge opportunities, to act
as a primary feeder for higher revenue in future. Extension for Composite services is a real
challenge for framing one shot price structure.
A Typical Structure of Wedding Industry in India

Matrimonial Services
providers
Online
Offline
Matrimonial Websites
Marriage Bureaus
/Consultants
Franchise both offline &
Bridal magazines
Online
,Newspapers
Temple priest services
Personal Friends and
Relative Referrals
Marketing and Promotional Activities through
Devotional Television Channels & Paid
Commercial slots. (Both)
FM Radio
Marketing and promotional Activities
Wedding Consultants/Planners
Caterers
Beauty Suppliers(Hair, Makeup)
Wedding hall Brokers/agents
Photographers & video
Advertisements Banner Services
Florists
Individual Priest Bookings
Music & Disc jockeys
Comedy and Devotional Music Artists.
Game shows and Magic Artists.
Favors/Bridesmaids Gifts
Individual/Small Enterprises Wedding
Tourism /Wedding Pre & Post
Related Services
Destination Bookings
Page 9
Traditional Marriage Matchmaking Process

1
Start
Children are at
marriageable
age
Exchange of Biographic
Information
Caste Prospective
Match
Level of Education
Profession
Economic Background
Family Prospective Match
(Reputation of the family)
Astrologers check Horoscope

of bride or groom
compatibility
If too many rejections from

grooms or brides family
Go to
temple/Priest
Services
Informal Checks
/Spying
Face to Face meetings

(Grooms Family visit to
brides family) vice versa.
Partners Allowed spending

brief amount of time to talk
with each other.
If Acceptance from grooms

or Brides family
Considered Stigma for the

Family.
Complex negotiations
about logistics of
marriage
No Involvement of
Bride and Groom
Checking the Referral to be

correct through friends and
relatives.
An engagement Ceremony
Stop
Online matchmaking Process

Page 10
Online matchmaking Process
Start
Searching
Rental Payment to
matrimonial
service providers.
Matchmaking
3
Automatically through
Algorithms
(Data Science
algorithms)
Interacting
4
Rejection No social
Stigma
5
6
Exchanging Emails
Talking to each
other over phone.
Video Swap
Chatting
Using Social
networks
A
Conducting
Background Check is
tedious.
Engagement
Given Wedding Gifts.

If needed value added services
referred to the client.
Stop
Page 11
Players in online Matrimony business

Shaadi.com
Jeevansathi.com
Dulhemiyan.com
Meribahu.com
Matrindia.com
Findari.com
Rightmatrimony.com
Rishtaywali.com
Rishtaa.com
Indiamatrimonials.com
IndianRishtey.com
123-matrimonials.com
Sunmatrimony.com
Ananthammatrimony.com
Marryannari.com
Tamilsuyamvaram.com
CitizenMatrimony.com
SimplyMarry.com
Suremarry.com
A4agent.com
Meetoutside.com
Mangalsutrabandhan.com
Shubhmaitri.com
Bigvivah.com
Swayamwara.com
Lifepartnerindia.com
Merasathi.com
Kalyanavaibhogam.com
Tamilshaadi.com
Pillaimatrimony.com
Tamildarling.com
Vehavik.com
Bharatmatrimony.com
Pabitravivah.com
Mymitra.com
Globalalliancematrimony.com
Sanjogse.com
Liverishta.com
Esindoor.com
Vivaah.com
Shubhshaadi.com
Alliance4u.com
Navbandhan.com
Chennaimatrimony.com
Swayamwara.com
Arathy.com
Jodi365.com
Kalayanvaibhogam.com
Note: Above is the Sample list (Others in ranking section).
Page 12
Business model of online matrimonial Service providers

(B2C
Funding Structure:
Offers
Through
Venture Capital.
Arms of LLC.
Arms of Primary
Business.(Unrelated)
Self Funding
Partnership funds.
Social/Religious Trust
Funds
NRI Associations.
Franchise
How we reach to our customers?
Free services
Paid Services
Value Added
services
Professional
Services
Exact Internet
business model
adopted
Customer Segment
Basis:
Distribution Architecture
C2C)
Satellite TV Interactive
services.
Mobile Apps.
Viral Marketing (Online)
Offline outlets or
Franchise centre.
Newspapers/Magazine.
Geographic
Demographic
Psychographic
Brokerage
Model.
Advertising
Model.
Subscription
Model.
Affiliate Model
(Commissionin
g for referrals)
Distribution Architecture
What job we do for our customers?
Matchmaking
Personal Counseling through
Relationship managers.
Tele Marketing
SMS & Email for easy Filtering.
Video/chatting/blogs.
Priest/horoscope services.
Revenue Model
Cost Structure
Sources of Revenue
Depend upon Volume of profile uploads

Online Ads & Allied matchmaking
Application uploads Database storage charges.
Wedding directories
Salaries for executives.
User Subscriptions
Marketing
Franchise Referrals
Depend upon Traffic visits from domestic &overseas. Targeted Banner ads
Domain Refining
Marriage gifts
Page 13
Swot Analysis of Matrimonial Websites in India
Strength
Weakness
Threats
Opportunities
Easier Profile
tracking of
customer
Scope to vary
multichannel
pricing
Lacking
GenuineVerificati
on of user
Matchmaking
Rude & No Proper
Customer
relationship
management
Divorce
False Rumours
From Other
Social media
User Profile
Theft & IP
Hacking
IP Cloning
Use of Better Data

analytic
tools/methods.
Potential for Better
Revenue models in
Wedding Related
services.
Complaint Cell
Door to Door User
Profile verification
through Security
Services.
Page 14
Top 10 Matrimonial Websites in India
1. Shaadi.com
2. Jeevansathi.com
3. Simplymarry.com
4. Bharatmatrimony.com
5. Matrimonialsindia.com
6. Shaadisankalp.com
7. lifepartnerindia.com
8. Globalalliancematrimony.com
9. Sanjogse.com
10. Merasathi.com
Note: Ranking is calculated on basis of Market share & Product mix.
Page 15
Top 10 Indian Matrimonials visitors traffic

14
12
120.00%
100.00%
10
80.00%
8
60.00%
6
40.00%
4
Page per visitor

Percent of visitor %
2
0
20.00%
0.00%
Page 16
Top 10 Matrimonial Website page per visitor
Page per visitor

sanjogse.com
shaadi.com
merasathi.com
Globalalliancematri
mony.com
lifepartnerindia.co
m
jeevansathi.com
shaadisankalp.com
matrimonialsindia.
com
bharatmatrimony.c
om
simplymarry.com
Page 17
Indian matrimony Portal Reach %

mangalustrabandhan.com
shubhmaitri.com
esindoor.com
indianmatrimonialnetwork.com
navbandhan.com
pabitravivah.com
liverishta.com
meribahu.com
suremarry.com
rishtaywali.com
findari.com
bigvivah.com
mymitra.com
citizenmatrimony.com
dulhemiyan.com
a4agent.com
rishtehirishte.com
pyar.org
esandhi.com
globalalliancematrimony.com
sanjogse.com
merasathi.com
indianmatrimonials.com
lifepartnerindia.com
shaadisankalp.com
matrimonialsindia.com
bharatmatrimony.com
simplymarry.com
jeevansathi.com
shaadi.com
0
10
Reach % (Word of mouth & Viral Marketing )
Page 18
12
Tapped market share of Top 10 Matrimonial

Portals of India
globalalliancematrimony.
com
sanjogse.com
merasathi.com
lifepartnerindia.com
shaadisankalp.com
Market share %
matrimonialsindia.com
bharatmatrimony.com
simplymarry.com
jeevansathi.com
shaadi.com
20
40
60
80
Page 19
Relative market share and Growth rate of Top 10 Matrimonial Websites in India
Relative Market share

High
1
Medium
0.5
Low
0
High
200%
Market Growth Rate
A
B
F
G
Medium
J
100%
Low
0%
Shaadi.com
Jeevansathi.com
Simplymarry.com
Bharatmatrimony.com
MatrimonialsIndia.com
Shaadisankalp.com
LifepartnerIndia.com
Merasathi.com
Sanjogse.com
Globalalliancematrimony.com
A
B
C
D
E
F
G
H
I
J
Page 20
Region wise Ranking of matrimonial Websites
Tamil matrimony Websites Ranks

1.
Tamilmatrimony.com
Kerala Matrimony Websites Ranks

1.Keralamatrimony.com
2. freesathi.com
2.Chavaramatrimony.com
3. Tamilshaadi.com
3.m4marry.com
4. 123-matrimonials.com
4.malayaleeshaadi.com
5. Kammavarkalyanamalai.com
5.intimatematrimony.com
6. Kmmatrimony.com
6.malayogamonline.com
7. meandyoumarry.com
7.jeevan4u.com
8. Chennaimatrimony.com
8.marhabamatrimony.com
9. jodi365.com
9.parinaya.org
10. swayamwara.com
10.thalimatrimony.com
Andhra matrimony Websites Ranks
Karnataka matrimony websites Ranks
1.Telugumatrimony.com
1.
2.pellisandadi.com
2. Srisankaramatrimony.com
3.Vivaah.com
3. kannadamatrimony.com
4. teluguvivaah.com
4. kannadashaadi.com
5.andhrulamatrimony.com
5. swayamwara.com
6.saptapadi.net
7.vmatch4u.com
Bandhan.com
6. a2z-matrimonial.com
7. vivahabandhan.com
8. vivaah.com
NOTE: Region wise matrimony is dominated by main matrimonial service providers .Data
unavailable for proper study of two regions.
Page 21
Tamilnadu Matrimony portal Reach %

sunmatrimony.com
vevahik.com
kalyanavaibogam.com
surekhatamilmatrimony.com
marryannri.com
pillaimatrimony.com
swayamwara.com
padmasalimatrimony.com
meandyoumarry.com
kammavarkalyanamalai.com
tamilshaadi.com
Tamilmatrimony.com
0.32
0.49
0.01
0.28
0.19
0.10
0.53
0.34
0.03
0.05
0.09
1.08
0.05
0.08
0.06
0.03
0.05
0.49
0.26
0.03
0.11
0.25
11.05
0.00
2.00
4.00
6.00
8.00
10.00
12.00
Reach %( Worth of Mouth &Viral Marketing)
Daily page per visitor

swayamwara.com
Tamilmatrimony.co
jodi365.com
m
chennaimatrimony.c
om
meandyoumarry.com
freesathi.com
kmmatrimony.com
tamilshaadi.com
123matrimonials.com
kammavarkalyanama
lai.com
Page 22
Top 10 Tamil matrimonial visitors traffic
18
120.00%
16
100.00%
14
12
80.00%
10
60.00%
8
6
40.00%
Percent of visitors %
4
20.00%
2
0
0.00%
Page 23
Kerala matrimony portal Reach %

malayaleemarriage.com
matrimonial-mathrubhumi.com
keralamarriage.com
m4me.com
saubhagyamatrimony.com
a2zkeralawedding.com
pinpointmarriage.com
thalimatrimony.com
parinaya.org
marhabamatrimony.com
jeevan4u.com
malayogamonline.com
intimatematrimony.com
malayaleeshaadi.com
m4marry.com
chavaramatrimony.com
keralamatrimony.com
0
0.5
1.5
2.5
Reach % (word of mouth & viral marketing)
thalimatrimony.co
m
Daily per page visitor

keralamatrimony.c
om
parinaya.org
marhabamatrimon
y.com
chavaramatrimony.
com
jeevan4u.com
malayogamonline.c
om
intimatematrimony
.com
malayaleeshaadi.co
m
m4marry.com
Page 24
30
120.0%
25
100.0%
20
80.0%
15
60.0%
10
40.0%
20.0%
0.0%
Average percent of visitors monthly
Top 10 kerala matrimony portal visitors

traffic

Percent of visitors %
Page 25
Andhra Matrimony portal Reach %

vmatch4u.com
saptapadi.net
andhrulamatrimony.com
teluguvivaham.com
vivah.com
pellisandadi.com
telugumatrimony.com
0
Reach %( Word of mouth &Viral marketing)
Page per visitor

vmatch4u.com
saptapadi.net
andhrulamatrimony.
com
telugumatrimony.co
m
teluguvivaham.com
vivah.com
pellisandadi.com
Page 26
Page per visitor
Andhra Matrimony visitors Traffic

14
120.00%
12
100.00%
10
80.00%
8
60.00%
6
40.00%
Page per visitor
20.00%
0.00%
percent of visitor %
Indian Divorce Matrimonial Reach %

remarriagematrimonial.com
thesecondmarriage.com
re-marriage.com
wedeterna.in
mysecondmarriage.com
marryagain.in
Reach %
imilap.com
divorceematrimony.com
secondshaadi.com
0
0.5
1.5
2.5
Reach %( word of mouth & viral marketing )
Page 27
Niche players ( Basis Psychographic

segments)
HIV positive matrimonial websites
Apnasangam.com
Positivesathi.com
Positivematrimony.com
(Even Top 4 rankers in mode of stretching their

platform to HIV Segments )
For Blind, handicapped etc.
Imilap.com
Note: High end and HNI segments (Celebrities, Professionals) are not considered for
study.
Page 28
Overall view of Online matrimonial Services

90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Page 29
Retention period of customers
Stay period of customers in online matrimonial

websites (Retention)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
less than
one
month
1 to 2
month
2-3
month
3-5
months
6 -8
months
1 year
Page 30
Stay period of customers in offline matrimony

services providers (Retention)
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
less than
one
month
1 to 2
month
2 to 3
month
3 to 5
month
6 to 8
months
1 year
Offline: Astrologers, Marriage services, Community, Relative Referrals, Religious

Institutions.
Page 31
References
BCG growth-share matrix: www.strategicmanagementinsight.com/tools/bcg-matrix-growth-share.htm (accessed
on 9-3-2014)
Niche segments: ://indian-dating-websites.no1reviews.com/user-review-3696/shaadi.html> (Accessed on 4-32014)
Netrimony a new Dating game :
http://indiatoday.intoday.in/story/Netrimony:+The+new+mating+game/1/5743.html>
(Accessed on 3-3-2014)
Gary p Schneider .1998, Customer loyalty stages and Cost models, Electronic Commerce, Thompson
Course Technology.
Philip kotler .2000, Managing Marketing channels, Marketing management, prentice hall.
Jiban K Pal, Review on matrimonial information systems and services an Indian perspective, Library,
Documentation & Information Science Division, Indian Statistical Institute
Alexa the web information company free web traffic metrics: traffic rank trends
//www.alexa.com/help/traffic-learn-more
(Accessed on 12-3-2014)
Nainika Seth, Ravi patnayakuni , Online matrimonial Sites and the Transformation of Arranged Marriage
in India.University of Alabama in Huntsville ,USA.
Product mix and Business Tactics Respective WebPages of matrimonial websites (Accessed from 5-3-2014
to 14-3-2014)
Turban online App, Structure and Component of E-commerce business model Appendix B.
Page 32
Written and presented by

LOGANATHAN.B
MBA, CFA
Research Analyst
Email:
Indian Matrimonial Portals: An

Assay is a Market Research report
provides the Major players in
online matrimonial service
providers in India and in four
southern regions .Chalks out their
business strategy and Ranks based
on its value chain, market share
and Product mix.
SWOT analysis gives where players
future business model to be
focused on.
finmktlloku12@gmail.com
No part of this report to be copied

or scaled without prior permission
of SN Corporate Management
Consultant Private Limited.
Founder and Managing Director

Shri.CA Nalayiram Subramanian
M.com, FCA, CISA (USA)
Office Contact Details:
SN Corporate and management Consultants Pvt Ltd.

G2, Sun Rays Apartments, 25, Jayalakshmipuram 2nd
street, Nugambakkam Chennai-600034
Phone:+91 44 28260330, 9790853099
Email :nalayiram@snrassociates.org
Page 33

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SN Corporate Management Consultants Pvt Ltd

Indian matrimonial portals: An Assay

A TYPICAL STRUCTURE OF WEDDING INDUSTRY IN INDIA

TRADITIONAL MARRIAGE MATCHMAKING PROCESS

ONLINE MATCHMAKING PROCESS

PLAYERS IN ONLINE MATRIMONY BUSINESS

BUSINESS MODEL OF ONLINE MATRIMONIAL SERVICE PROVIDERS

SWOT ANALYSIS OF MATRIMONIAL WEBSITES IN INDIA

TOP 10 MATRIMONIAL WEBSITES IN INDIA

TOP 10 MATRIMONIAL WEBSITE PAGE PER VISITOR

TOP 10 TAMIL MATRIMONIAL VISITORS TRAFFIC

RETENTION PERIOD OF CUSTOMERS

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Stages of Customer loyalty online

Customer recognize name of company or one

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Making a customer to visit a website is through advertising model, attracting as many

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Domination of Matchmaking services

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Technology, Automation, Analytics has really changed the traditional business

A Typical Structure of Wedding Industry in India

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Traditional Marriage Matchmaking Process

Astrologers check Horoscope

If too many rejections from

Face to Face meetings

Partners Allowed spending

If Acceptance from grooms

Considered Stigma for the

Checking the Referral to be

Online matchmaking Process

Indian matrimonial portals: An Assay

Online matchmaking Process

Given Wedding Gifts.

Indian matrimonial portals: An Assay

Players in online Matrimony business

Note: Above is the Sample list (Others in ranking section).

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Business model of online matrimonial Service providers

How we reach to our customers?

Depend upon Volume of profile uploads

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Swot Analysis of Matrimonial Websites in India

Use of Better Data

SN Corporate Management Consultants Private Limited

Indian matrimonial portals: An Assay

Top 10 Matrimonial Websites in India

Note: Ranking is calculated on basis of Market share & Product mix.