What Shaadi.com does

Shaadi.com, operated by People Interactive (India) Pvt. Ltd. under People Group, is India's largest and longest-running online matrimonial matchmaking platform, founded by Anupam Mittal in 1996/1997. The platform connects individuals seeking marriage partners through a freemium model, offering free profile creation and browsing with paid premium tiers unlocking messaging, video calling, contact details access, advanced search filters, and priority support. It serves Indian singles across 200+ communities (Rajput, Maratha, Brahmin, Reddy, Agarwal, etc.), multiple religions (Hindu, Muslim, Sikh, Christian, Jain, Buddhist), regional and linguistic segments, and Non-Resident Indians in markets including the USA, Canada, UK, Singapore, Australia, UAE, Malaysia, Germany, Nepal, Pakistan, and Bangladesh.

The core technology stack combines an AI-powered matchmaking algorithm that processes structured demographic and behavioral data alongside text profile information to surface personalized recommendations, a Blue Tick profile verification system associated with a 40% uplift in connection requests, advanced multi-criteria search filters, secure messaging, and integrated Kundali (horoscope) compatibility matching. The platform is delivered through the main website, 35+ community-specific sub-brand sites (Tamil Shaadi, Bengali Shaadi, Marathi Shaadi, etc.), and community-specific mobile apps on Android and iOS (4.4 stars, 417K Play Store reviews). The company has accumulated 350+ lakh registered members and 80 lakh+ success stories over its operating history.

Commercially, Shaadi.com monetizes primarily through premium membership subscriptions sold monthly, with a 30-day money-back guarantee as a conversion lever, and extends into higher-touch offerings including VIP Shaadi / Elite Matrimony concierge services, Shaadi Centres (physical matchmaking offices), Shaadi Live (virtual matchmaking), Astrochchat (astrology), and a casual-dating extension (Shaadi.com Dating). The business is privately held and founder-owned, with disclosed historical funding of approximately $8 million from Peak XV Partners and Saama Capital in 2006 and a subsequent venture-debt facility from InnoVen Capital in 2017, alongside the 2016 acquisition of Frivil. Marketing is executed via SEO-optimized community pages, app store presence, and the founder's LinkedIn media footprint.

Name

Shaadi.com

Legal name

People Interactive (India) Pvt. Ltd.

Website

https://shaadi.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Shaadi.com is India's largest online matrimonial platform, founded in 1996/1997 by Anupam Mittal, serving 35+ million registered members across 200+ communities and NRI markets via a freemium subscription model with AI-powered matchmaking and Blue Tick verified profiles.

Ownership category

akta.pro rank

Product category

Online Matrimonial Matchmaking

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (5162)

akta.pro primary industry

Dating & Relationship Networking (MPACAJAH)

Keywords

• Online matrimony services
• Matchmaking platform
• Community matchmaking
• Horoscope compatibility
• Premium matchmaking

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

1. Premium Membership Subscription: Freemium model with free basic membership for profile creation and browsing, and paid premium tiers offering advanced search filters, messaging, video calling, contact details access, priority support, and profile boosts. Premium memberships are available in various durations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Shaadi.com operates an online matrimonial matchmaking platform that enables individuals to create profiles, search for compatible marriage partners across 200+ Indian communities and NRI geographies, and connect via messaging and video calls. The core offering is supported by AI-based match recommendations, profile verification (Blue Tick), advanced search filters, Kundali/horoscope compatibility tools, and a freemium subscription model with premium paid memberships unlocking messaging, contact details, and priority support.

Product overview

Shaadi.com operates as a comprehensive matrimonial matchmaking platform ecosystem consisting of a core platform with AI-powered matching algorithms and 35+ community-specific sub-brands (such as Tamil Shaadi, Bengali Shaadi, Marathi Shaadi, etc.), each targeting specific religious and linguistic communities. The portfolio includes premium services (VIP Shaadi, Elite Matrimony), native mobile applications (including community-specific apps), astrology integration tools (Kundali Matching, Astrochat.com), and an extension into casual dating services. Key differentiators include AI-driven matchmaking, Blue Tick profile verification (delivering 40% more connections), 30-day money-back guarantee, and hybrid offline-online services through Shaadi Centres. The platform supports over 350 lakh registered members, 80 lakh success stories, and services across 200+ communities with horoscope compatibility matching in 7 Indian languages.

Differentiator

Problem solved

Functional benefit

Brands

• VIP Shaadi: Elite personalized matchmaking service by Shaadi.com
• Sangam
• Shaadi Centres
• Shaadi Live
• Elite Matrimony
• Astrochat
• Shaadi Labs
• Select Shaadi

Products and services

• Shaadi.com Main Matchmaking Platform Core online matrimonial matchmaking platform that enables individuals to create profiles, browse verified profiles, and connect with prospective marriage partners across 200+ Indian communities and multiple countries, supported by AI-powered match recommendations and advanced search filters.
• VIP Shaadi / Elite Matrimony Premium white-glove matchmaking service providing elite/vetted profiles, dedicated relationship managers, and curated partner recommendations for high-net-worth individuals seeking personalized matches.
• Shaadi.com Dating Dating service extension of Shaadi.com enabling casual relationship discovery across India, USA, UK, Canada, Australia, and major cities, separate from the matrimonial core product.
• Shaadi Live Live video matchmaking and event platform that enables real-time virtual interactions between prospective partners and families, complementing the asynchronous profile-based matchmaking on the main site.
• Shaadi Centres Physical offline matchmaking centers offering in-person matchmaking assistance and consultation alongside the online platform, for users preferring face-to-face services.
• Astrochat.com Online astrology consultation platform offering astrological guidance and chat services for Shaadi.com users, particularly around marriage and relationship compatibility.
• Community-Specific Matrimony Services Portfolio of 35+ community-specific matrimonial sub-brands and subdomains (Marathi Shaadi, Bengali Shaadi, Tamil Shaadi, Telugu Shaadi, Punjabi Shaadi, Muslim Shaadi, etc.), each tailored to a specific religious, linguistic, or regional community.
• Kundali Matching (Horoscope Compatibility) Astrological compatibility matching service that assesses horoscope-based compatibility between prospective partners using traditional Indian astrology (Kundali) in multiple regional languages.
• Shaadi.com Mobile Applications Native Android and iOS mobile applications that deliver the core Shaadi.com matchmaking experience on mobile, including community-specific apps (Bengali Shaadi, Marathi Shaadi, Tamil Shaadi, etc.) for niche segments.

Quantifiable outcome

• Blue tick verified profiles receive 40% more connection requests than non-verified profiles
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

One partnership is on record.

• Matrimony.com (antitrust co-plaintiff)minorOthers · 4 March 2026Shaadi.com joined other Indian entrepreneurs including Matrimony.com founders in filing an antitrust case against Google in 2020, alleging anti-competitive practices including mandatory Google Play billing. While a legal collaboration rather than commercial partnership, it represents joint action by competing matrimonial platforms.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Matrimony.com: Matrimony.com is India's largest publicly-listed matrimony platform operating BharatMatrimony, CommunityMatrimony, and other sub-brands. It directly competes with Shaadi.com across community-specific matchmaking, NRI services, and freemium premium subscriptions; the two companies even co-filed the Google antitrust case in 2020, underscoring direct rivalry.
• Jeevansathi: Jeevansathi, operated by Info Edge (Naukri parent), is a leading Indian matrimonial platform with comparable community-specific matchmaking, profile verification, and NRI services. It competes head-to-head with Shaadi.com in the same customer segment using a similar freemium subscription model.

Emerging players

• TrulyMadly: TrulyMadly is an Indian dating app targeting serious relationships and marriage among urban millennials and Gen Z. It overlaps with Shaadi.com's dating extension (Shaadi.com Dating) and competes for the same end-user intent of finding a life partner, though via a more casual app-based UX.
• Aisle: Aisle is a curated Indian dating app focused on meaningful long-term relationships and marriage, with community-specific offerings. It overlaps with Shaadi.com's premium tier (VIP Shaadi/Elite Matrimony) by targeting high-intent urban Indian singles willing to pay for curated matches.
• QuackQuack: QuackQuack is a fast-growing Indian dating and matchmaking app focused on Tier 2 and Tier 3 city users. It competes with Shaadi.com in the value-tier Indian matchmaking market, particularly among non-English speaking users in smaller cities.

Broad incumbents

• Bumble India: Bumble operates a global dating platform with a strong India presence where women make the first move. It targets younger urban Indian singles and competes for the same dating-intent users, though positioned as a casual/dating app rather than traditional matrimony.
• Tinder India: Tinder, owned by Match Group, is the largest global dating app with a substantial India user base. It competes for the same urban Indian singles in the early stages of relationship formation, potentially diverting users away from traditional matrimonial intent.
• Hinge: Hinge, also under Match Group, markets itself as a relationship-focused dating app designed to be deleted. Its positioning toward serious relationships and marriage overlaps with Shaadi.com's intent, particularly among Indian diaspora and urban professionals.

Others

• WeddingWire India: WeddingWire India operates a wedding planning marketplace connecting couples with vendors. It is adjacent to Shaadi.com's marriage ecosystem (Shaadi Centres, Marriage Biodata Maker), capturing users post-matchmaking and representing both a partnership opportunity and a downstream competitor.
• People Group (Parent Portfolio): People Group is the parent entity of Shaadi.com, founded by Anupam Mittal, which also operates Makaan.com and Mauj Mobile. As the holding structure, it provides ecosystem context for Shaadi.com's strategic positioning within broader internet consumer brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ShaadiDotCom
• Facebookfacebook.com/shaadicom
• LinkedInlinkedin.com/company/shaadi-dot-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries9 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Shaadi.com