Matrimony.com Takes 30% Profit Hit to Push Marketing

Revenues climbed 5.4% year-on-year to INR 882 million. This was a 1.5% fall from the previous quarter, however.

The mixed results were attributed to an increase in marketing spend. Managing Director Murugavel Janakiraman told The Times of India: “We will continue to invest additionally in marketing and as a result the EBITDA margin will be lower than the earlier period.

“Talent pool has been strengthened across the organisation which should result in higher performance in the coming quarters.”

This week, Bumble partnered with actress Priyanka Chopra and moved into India. The launch was accompanied by a high-profile dinner at the Gramercy Park Hotel in New York City.

Whitney Wolfe Herd’s brand is looking to position itself as a complete social network in the emerging market, as opposed to just a feminist dating app.

Their launch came after Tinder announced that it was testing its women-led “My Move” feature in India.

Some conservative groups have pushed back against the entry of Western dating apps to the Indian market. One right-wing organisation told BuzzFeed News: “Too many young Indians are already aping the West. It is a matter of great concern to us that American companies like Facebook are now openly encouraging [dating apps] in India.”

The recent legalisation of gay sex, however, has provided a boost to progressive groups on the subcontinent. Many LGBTQ apps are finding success as attitudes begin to liberalise.

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