CASE STUDY: How Shaadi.com started as an experiment became leader in the online matrimonial industry

CASE STUDY

How Shaadi.com started as an experiment became leader in the online matrimonial industry?

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What you will find in this Case Study?

• • • •

About Shaadi.com Idea of Shaadi.com Revenue Model Marketing Strategy

About Shaadi.com • Started in 1996 as a Matrimonial site • Founded by Anupam Mittal • Specialized in matchmaking service • More than 3.2 million matches globally • Touched the lives of more than 35 million people.

How Shaadi.com started?

A

B

C

D

Anupam Mittal lived in US and working as Product Manager

He felt bore and wanted to Return India with an Idea

One day he met a traditional Matchmaker

H

G

F

In 2001 Anupam changed the name from sagaai.com to shaadi.com

Idea was conceptualize & in 1997 sagaai.com was launched as an experiment

Enquire about the no. of people involve in matchmaking and got answer 50-60

E

He reached to Anupam thought to the idea of overcome the matrimonial limited no. of website matches

Revenue Model of Shaadi.com • Very modest & candid revenue model • Registration over the platform is free of cost • Charge the member for a premium membership • User can look for various matches according to their requirement • Recorded about 3.2 million marriages across the globe

“Indian matchmaking market size is of around $1 billion and Shaadi.com shares around 40% of it”

Marketing Strategy

“Engage audience through initiative taken to solve the real life problems faced by people in personal related to Love, Marriage, Dowry deaths etc.�

1

“Campaign creates awareness on the issue raised and social media platform receives a lot of customer engagement through the campaign related with social issues like dowry, child marriage, women empowerment etc.�

2

“To increase their customer base and user engagement, more than 100 offline Shaadi Centers were opened in over 70 Indian cities.�

3

“Regularly host games and contests to engage the customer and generate awareness among the society. �

4

“Shaadi.com used ‘dowry calculator’ to highlight social evil. They gave a message through the dowry calculator campaign to stop dowry in marriages and showed the number of dowry deaths in India in place of worth value of your dowry.”

5

�The company also endorsed Chetan Bhagat to promote the brand name.�

6

Social Media Campaign #FastForHer

• The campaign received huge response from the audience. • Head count of more than 18, 72,272 people took the pledge on the website www.fastforher.com.

• The hashtag #FastForHer kept on trending for the whole time and received over 78 million impressions over Facebook and Twitter. • Its YouTube videos got 140,000+ views and with more than 250,000 posts like on Facebook, the campaign showed its success.

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