Matchmaking has always been a big business in India and matrimonial portals are exploiting its commercial potential. All the online matrimonial portals are facilitating same-caste/ community profile search. Now, shaadi.com has also get into this war and announced to launch 15 sites on various communities, some are already live like BengaliShaadi, AssameseShaadi, KashmiriShaadi, TamilShaadi, ParsiShaadi
People Interactive has been moved on to this way on the basis of their site’s user behavior, people use to search for a partner in same community. According to Gaurav Rakshit, same database will be used across all the verticals but any member registered on these verticals can’t access main Shaadi.com website. User can migrate their account anytime. He further added that this verticalization is basically a customer acquisition strategy.
Community based verticalization is merely a process of risk-elimination and offering made-to-order package, you can pick and choose from is indicative of the perpetuation of caste as a gene-pool patrol. It is just a function on a demand-supply basis, but our unquestioning acceptance of this division is a call for attention.
