Abstract

The caselet deals with the evolution of online matrimonial services in India. Most of the companies offering matrimonial services initially focused on the field of match-making but they later started extending their service offering to include services like wedding planning, horoscope matching, etc. Unlike the traditional matchmaking operations, which were restricted to certain areas, the online matrimonial services have a pan Indian presence. This has given the online companies a competitive advantage that traditional companies have not been able to match. The caselet also mentions how dailies are finding it useful to go online when it comes to matrimonial advertisements.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evolution of online matrimonial services in India
• How online matrimonial services are used to balance family influences with individual aspirations
• and Threats posed by online matrimonial services to the traditional media.

Keywords

Blog, Blogging, Word of mouth, Buzz marketing, BuzzMetrics, BzzAgent, Netrant, Really Simple Syndication (RSS), real-time feedback and Kryptonite