Company dating internet
i Crushi Flush owes 65% of its traffic volumes to tier II towns like Ludhiana, Surat and Indore.
“Tinder is a tier I phenomenon, whereas we have penetrated beyond the big cities,” says Amit Vora of i Crushi Flush.
He reckons these companies will have to devise a long-term plan for survival, saying, “Dating apps are a top 10 city phenomenon in India, just like ecommerce apps.
The success of these apps will come from the number of authentic female profiles on the apps and how much time users spend on these apps.” But investors remain bullish.
Truly Madly, for instance, claims that 40% of its users come from outside the top 10 cities.
This could include the likes of Guwahati, Visakhapatanam or Raipur — a mix of student towns and socalled tier II-III cities. LOVE KNOWS BOUNDARIES “Even though we have broken even, the numbers haven’t grown significantly.
Happn is focusing on Hyderabad, Pune, Jaipur and Lucknow beyond the big cities.
Just less than half of Truly Madly’s business is from smaller towns too.
India, though never a priority market, was just about getting started.FREEMIUM’S THE FIRST LOVE The business of online dating, as ironic as it might seem, isn’t about dating. It’s more about user engagement at a micro-level and hope, cognitively speaking. Failure in the dating business is when a subscriber can’t find a match or the match doesn’t go anywhere.It is about getting you to spend time on the platform. That is also due to the gender bias in the platform, that is, there are more guys than girls on the platform,” adds Bhatia of Truly Madly. So, imagine Raj speaks to Simran virtually but never meets her.Navin Honagudi, managing director, Kae Capital, that backed Truly Madly, admits there was doubt in 2014 when the Indian market hadn’t matured.“Questions were raised around adoption and monetisation. So, after their growth phase, dating apps have to seriously think of premium monetisation,” he says.
These numbers may pale in comparison to major markets such as the US, where dating apps expect to generate at least $590 million in 2018.