Google recently revealed that dating-related searches in India increased by 50% last year, with dating app downloads growing by 53%.
Taken from its Year in Search report, the figures highlight the growth the Indian dating space is seeing at the moment, as mobile internet penetration increases across the country.
A recent article by Quartz looks at how certain Indian dating platforms are adapting to accommodate the growing needs of this market.
Touching on the social changes the country has seen in previous years, the article looks at some recent ad campaigns from the likes of Shaadi.com, Jeevansathi.com and Tinder, and the female-focused strategies that link them.
As Suneera Tandon writes: “In the past few years, though, another change has been afoot. Young Indians have been carving out more independence from parents and matrimonial websites have started redesigning themselves for the more progressive user.”
Read the full article here.