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I often ask myself if Social Networking sites are going to be a threat to th existing top matrimonial websites. There has been a fair amount of discussion also in this area, and obviously the executives of popular matrimonial websites, like in this interview with CEO of Bharatmatrimony, are going to defend their baby, and say that there is little threat.

I tend to think otherwise.

Matrimonial websites are going to be threatened and will lose a large chunk of possible business arising due to current members and new people migrating to Social Networks in look for a life partner. This effect and decline will not be felt for the next 2 to 3 years, because there is still a large population that has yet to go online and the traditional way to find a match in conservative families will still be the local family matchmaker or the online matrimonial website - which offers specific features for this very specific need. The whole experience is very different from that found in Social Networks - and thus very niche and probably existing as its own vertical.

However, this will change in the coming years, as conservative families open up and allow siblings to mingle with friends and new acquaintances that they find online through their “trusted” network of friends. I cant seem to figure out why people will not flock to these free and exciting services in the long run as conservative views gradually open up - and accept casual online communication through the online Social Networks as a norm.

Today, the Matrimonial sites are justified in charging users monthly subscription fees because of the value they bring to the table - that Social Networks do not. However, I see people migrating to Social Networks in the long run - just as they have done overseas with Match.com and other dating sites that charge pretty steep subscription fees. This will happen in India - sooner or later, not only because people will accept and enjoy the new fun alternative discovery process, but also because it is completely free and more engaging - allowing one to get to know acquaintances better - before taking the next crucial step of proposing.

I invite readers to pitch in their own personal views here. Does my thinking above have any truth in it? Do you see the matchmaking process panning out in a similar manner?

— Vishal Lamba    Filed under: Uncategorized