Tinder and BuzzFeed India Launch ‘GirlsFeed’

Tinder has collaborated with BuzzFeed India on a new variety show entitled ‘GirlsFeed’. It features a group of women discussing life in the country through the lens of dating and relationships.

The six-episode series will tackle difficult topics including the unrealistic expectations placed on women by Bollywood, female friendship and cultural quirks.

It comes as Tinder is seeking a foothold in the Indian market. The dating brand recently hosted a female empowerment event in the geo, and partnered with Spotify on a billboard campaign.

Elie Seidman, CEO of Tinder, told Indian news network CNBC TV18 that the local version of the app may see different product iterations for users at different stages of their dating life.

Nirali Shah, Head of BuzzFeed India Originals, said of the new partnership: “BuzzFeed has a long history of female empowerment content globally and we are thrilled Tinder are joining us for this show,  which is the first partnership of its kind for us in India”

Taru Kapoor, GM of Tinder India, added: “Supporting a female audience on the platform is an important part of our mission, even the mechanic of Tinder works so that women are comfortable; both users have to swipe right for it to be a match and the platform is based on what female users value most: choice, consent and mutual respect.”

Match Group’s OkCupid is also pushing into India. CMO Melissa Hobley was interviewed by The Financial Express in February on how she makes her platform culturally relevant.

Seeking Alpha analyst Brian Yu noted in his coverage of Momo that Asia may have 75% of the world’s singles.

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