Matrimonial sites look for offline opportunities

INTERNET: Subscriptions drop 20 per cent; sites trying to go where the customer is.

Online paid subscriptions to matrimonial websites have dipped 15-20 per cent over the last year. This, coupled with the slowdown, has forced the business to look for additional platforms to generate revenue.

Most sites are looking to connect directly with the consumer. Some of these offline activities are reality TV shows, internet television, providing access over mobile phones, matrimony magazines and matrimony meets. Physical marriage centres are also being set up to tap markets with low internet penetration.

Portals like shaadi.com, bharatmartimony.com and jeevansathi.com, are tapping rural areas by setting up physical centres. In urban areas these websites are now available through radio, television and even direct to home.

“We are looking at more innovative services that would link us to consumers directly and also create a varied revenue stream for the company. The establishment of brick and mortar Jeevansathi centres is still in the investment phase,” said Sanjeev Bikhchandani, CEO, Info Edge. He admitted traffic on had slowed. Info Edge owns jeevansathi.com.

Shaadi.com tied up with Dish TV to enhance its subscriber base. The portal is offering a service called ‘Shaadi Active’. In November 2008, it tied-up with Vodafone to enable subscribers access the site on their mobiles. Reality TV shows are also being tapped.

“We are also renewing our focus on international markets. Our future marketing initiatives include sponsoring Australian Bridal Fair to directly target the Australian audience. We will also sponsor Ms (India) New Zealand and Ms New Zealand, as part of our intention to ensure a 360-degree approach,” Vibhas Mehta, business head, Shaadi.com, said.

“Dish TV’s Shaadi Active provides our subscribers a service available on TV as web penetration is lower compared to TV penetration in India. We not only expect subscribers to increase following the launch, old people would find this service more comfortable as not many are used to websites and computer usage,” said Salil Kapoor, COO, DishTV.

Bharatmartimony.com has also adopted a similar approach. It has tied-up with Tata Sky to launch Actve Matrimony. Actve matrimony would feature 1,000 new matrimonial listings every week, sourced on an opt-in basis from premium members of bharatmatrimony.com. Subscribers of the preferred listings by sending an SMS request to Tata Sky. “Interactive services are our key differentiators. We believe that Actve Matrimony will help us further grow our connection base,” said Vikram Mehra, chief marketing officer, Tata Sky. Tata Sky has close to 3 million subscribers.

“We hope to add direct access to over two million homes, in addition to our existing base of over 12 million members,” Murugavel Jasnakiraman, founder and CEO, bharatmartimony.com, said.

Bharatmatrimony.com has also launched BharatMatrimony.tv. The project took close to two years and more than Rs 30 lakh was invested. Video is a developing medium and provides the opportunity to connect better with consumers on a personal level said Jasnakiraman from bharatmartimony.com. Bharatmartimony.tv has some graphic banners as well as commercials appearing in between clippings. The firm is waiting for the site to register more number of hits before it sells additional ad space.