Cellphones ring in weddings
2008-08-29 21:09
Tony Tharakan
Mumbai - Looking for a partner? For
millions of Indians, taking the first step towards getting
married could be as easy as picking up a cellphone.
Online matchmaking services in India have announced tie-ups
with telecom service providers, enabling subscribers to view
profiles of eligible partners on their mobile phone screens.
India's booming economy has given rise to a new category of
young urban professionals, with easier access to technology,
but no time to scan traditional matrimonial columns in
newspapers.
"They spend a lot of time commuting or working and we would
like to use that 'dead' time to enable them to access services
such as this one," said Harit Nagpal of phone operator
Vodafone.
In a country with nearly 300 million cellphone users, but
where only 11 million people have access to the internet,
taking matchmaking directly to customers' fingertips makes
sense.
And there's no denying the reach of the cellphone, a device
that has managed to bridge the rural-urban divide in India with
cheap handsets and low call rates.
"We want to tap into the smaller towns and cities where our
customers may not have access to the internet, but can upload
profiles using a preloaded application," said Vibhas Mehta of
Shaadi.com, which has announced a tie-up with Vodafone.
Ringing for love
Marriages in India are usually prolonged affairs that
involve inquiring into the candidates' credentials, social
status and caste before zeroing in on the perfect match.
But changing socio-economic conditions have influenced
middle-class Indians to adopt liberal lifestyles and young
adults are now more likely to choose their better halves for
themselves.
"Of course, the parents want to be involved in the process,
but they are also open to using newer platforms such as mobiles
to scout for their soul mate," said Murugavel Janakiraman, head
of Bharatmatrimony.com, which now has a tie-up with cellphone
maker Nokia.
With half of India's billion-plus population below the age
of 25, matchmaking portals and cellphone operators can
potentially cash in on millions of young people with marriage
on their minds.
"I would like to hunt for my ideal partner, but where's the
time? This way I can look for him while I am travelling or
working," said Joanne Fernandes, 25, a media planner in Mumbai.
Unfortunately, there's still no guarantee that a search for
love via cellphones will yield a better match.
"Marriage is serious business and there is a lot to it than
just looking at a profile but it's a start and a risk that I am
willing to take," Fernandes said.
"I hope I find him soon."
- Reuters