Matrimonial websites are a variation of the standard dating website. Matrimonial sites are popular in India and among Indians settled overseas, as an alternative to the traditional marriage broker. Matrimonial sites register users, after which they are able to upload their profile onto a searchable database maintained by the website. Those users looking to find matching profiles search the database with customized searches that typically include nationality, age, gender, availability of photograph and often religion, geographic location and caste.
Shaadi.com is an online wedding service founded by Anupam Mittal in 1997. Its core market is India, but it operates globally, with offices in Canada, the UAE, the United Kingdom, the United States. Its initial success was primarily among non-resident Indians, as Internet adoption across India was poor at the time, and conservative parents were hesitant to arrange marriages through a new startup. Despite some early personnel troubles, Shaadi.com saw success over the next fifteen years as Internet adoption increased and people became more receptive to online matchmaking. By 2008, it had become the world's leading matrimonial website for Asians. In addition to online matchmaking, Shaadi.com runs over one hundred Shaadi Centres, retail outlets that offer matrimony-related services.
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