1 year ago
India's Dating Apps Find Love in Smaller Cities
Dating apps in India, which initially targeted big cities, are now finding success in smaller towns.
Apps like QuackQuack and Aisle are growing rapidly outside of major metropolitan areas, while bigger international apps struggle.
These new apps often provide services tailored for Indian users.
A key challenge for dating apps is getting users to pay for extra features, and most companies rely on subscriptions.
The Indian dating app market is growing, and experts predict further expansion in the coming years.
Indian dating apps like QuackQuack and Aisle are seeing user growth outside major cities.
Tinder and Hinge found initial success in metro areas but struggle to adapt to India's culture.
A small portion of users pay for premium features on most dating apps.
India's dating app market was worth $547.9 million in 2023 and is predicted to reach $1 billion by 2030.
Aisle is focusing on regional offerings, including apps in multiple languages.
- Who
- Dating app companies such as QuackQuack, Schmooze, Aisle, Tinder and Hinge.
- What
- Dating app startups in India are experiencing growth outside metro cities.
- Where
- India, particularly in tier-2 and tier-3 cities.
- When
- The trend is emerging post-pandemic.
- Why
- To capitalize on the growing market and adapt to cultural nuances.
Established Metro Focus
Homegrown Innovation
Market Adaptation
Established Metro Focus
Global apps had initial success in metros but struggle to meet the needs of India
Homegrown Innovation
Newer Indian apps are innovating on what users in smaller cities are looking for.
User Monetization
Established Metro Focus
Many apps struggle to retain users and convert them to paying members.
Homegrown Innovation
Those same struggles are being combatted through the introduction of new AI-driven features that will create a less anxious experience.
Key facts
- Market Size (2023)
- $547.9 million
- Projected Market Size (2030)
- $1 billion
- QuackQuack New User Growth
- 65-70% from outside big cities
- Aisle Acquisition
- Info Edge acquired a 76% stake in 2022
- Aisle FY24 Revenue
- ₹34.8 crore
- Aisle FY24 Losses
- ₹27.4 crore
- Bumble Global Paying Users
- 4.1 million
- Match Group Paying Users
- 14.1 million
Quotes
Vidya Madhavan
Co-founder and chief executive of Schmooze
“One is where the Schmooze AI package which will be priced differently. The other will be bundled into the general subscription. This will be priced lower than if you buy these two separately.”
livemint.com
“Tier-2 and tier-3 cities are growing at the same pace as urban centres. But the difference is that we've not really done anything to enable growth there. It's all organic.”
livemint.com
Ravi Mittal
Founder and chief executive of QuackQuack
“I'd say we're more premium than premium because we give very few options to free users.”
livemint.com
“Around 65-70% of our new users are coming from other cities in India.”
livemint.com
Chandni Gaglani
Head of Aisle Network
“We started with a simple insight that there are multiple Indias within India, and over time we realised that when you go into different regions, it is a hyperlocal play.”
livemint.com
“Given that we're an intention-based app, unnecessary retention is not part of our roadmap. If people are dropping off the app early, then that's a top of the funnel fix.”
livemint.com
Munish Vaid
Vice president (Digital transformation & Technology) at Primus Partners India
“Initially, companies can't go too heavy in terms of subscriptions. They'll want to capitalise on that model slowly and steadily. Otherwise, there's no way these companies can run a infrastructure heavy business.”
livemint.com
Manish Advani
Principal at ElevationCapital
“The major players like Bumble, Tinder, and Hinge have been losing traction in India over the past year, struggling to maintain product-market fit with local audiences. This creates clear opportunities for new platforms tailored to Indian preferences.”
livemint.com
