Type Public Headquarters India Key people Anupam Mittal | Founded India Area served Worldwide | |
 | ||
Industry Internet marriage arrangement | ||
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Shaadi.com is an online wedding service founded by Anupam Mittal in 1997. Its core market is India, but it operates globally, with offices in Canada, the UAE, the United Kingdom, the United States.
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Overview
Shaadi.com began as Sagaai.com in 1997. Its founder, Anupam Mittal, changed its name to Shaadi.com in 1999, believing it to be a more marketable name. Its initial success was primarily among non-resident Indians, as Internet adoption across India was poor at the time, and conservative parents were hesitant to arrange marriages through a new startup. Despite some early personnel troubles, Shaadi.com saw success over the next fifteen years as Internet adoption increased and people became more receptive to online matchmaking. By 2008, it had become the world's leading matrimonial website for Asians, and had twenty million users by 2011.
In addition to online matchmaking, Shaadi.com runs over one hundred Shaadi Centres, retail outlets that offer matrimony-related services. The first was opened in Mumbai in 2004.
In 2009 it collaborated with Star Plus to produce India's first marriage-based reality television show.
In 2012 Shaadi.com launched the Facebook game Angry Brides to bring awareness to dowry abuses in India.
In 2014, Shaadi.com launched Shaadi Cares, a social initiative to educate and empower women regarding marital issues, including dowry and domestic violence.
In 2016, Shaadi.com acquired Thrill Group, a startup that included two dating products, FRIVIL and Fropper, founded by expat entrepreneurs Josh Israel and Devin Serago.