In India, the pressure on the word ‘dating’ is strong, considering our cultural and societal conditioning. It’s extremely difficult for singles in India to find a date outside their social circle. We, at TrulyMadly, decided to disrupt this exact scenario by breaking a few stereotypes on the way. With their marketing and advertising targeted at women, this dating app focused on making dating more acceptable and cool in India.
The Number Crunch
TrulyMadly currently boasts of a user base of over 2.5 million installs and a 600,000 monthly active user base in almost two years. The breakdown of our weekly active users include 60% of the monthly active users, and the daily active users consist of 30% of our monthly active users On an average, an active user spends around 44 minutes/day daily on the app. 55% of our user base come from the top 5 Tier 1 cities in India.
Native advertising is a highly effective channel for targeting a niche market. With 80% of our user base belonging to the age group 18-25, a lot of brands reached out to us to create compelling content that resonates with our audience. Rather than offering standard banner ads, we offer highly native placements in the form of a dating profile view, sticker gallery, quizzes, to name a few. Some of the initial brands to advertise on TrulyMadly include Cadbury Silk, Levi’s, Dove, Coke.
Datelicious- We Plan Your Dates
We launched our new feature Datelicious, that helps our users plan their romantic dates better. Data studies indicate that India has a population of 100 million singles that spend over $200 per year on food and entertainment, making it a $20 bn market with 30% being spent on dates. Datelicious has been designed for couples who have matched on the app and are planning to meet in real life. This feature was directly borne out of our user’s feedback that planning a date was quite a time consuming process.
Under this feature, we offer an exclusive list of restaurants, cafes, bars, events and experiences with exclusive deals for all our TrulyMadly members. You can set up a date with your match based on your interests and convenience regarding location. Most of our users have been using this feature as an icebreaker to casually ask their match out on a date. Within a month of its launch, the response from our users has been quite overwhelming. We plan to extend our offerings to other relevant services like home salon services, date looks, cab services, and gifting options.
The Road Ahead
We are working on providing a more customised and seamless experience for members in future. New and exciting features are being introduced that promise a more robust and relevant journey for our users. Stay tuned! Till then, Happy UnSingling!
By Madhuri Iyer
Madhuri is the Content and Community Manager of Indian dating app, TrulyMadly.