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Corporate Strategy Case Study
Case Title:
BharatMatrimony.com: Fixing Indian Marriages Online
Publication Year : 2006
Authors: Shruti Khatri, Mridu verma
Industry: Internet and e-commerce
Region:India
Case Code: COS0051P
Teaching Note: Not Available
Structured Assignment: Not Available
OR
Abstract:
In the traditional Indian society, marriage was considered as a relationship between families rather than just two individuals and the society did not prefer dating or free mixing of the sexes. Marriages arranged by families were thus the preferred form of marriage in the society. BharatMatrimony.com (BMC) whereas, was an Indian online marriage portal trying to preserve the sanctity of the institution of marriage while leveraging the power of technology and the Internet. The case discusses the Indian set-up, norms of the society, BMC’s business model and its growth strategies. It also focuses on the rising competition, changing Indian scenario and the scope of online portals.
Pedagogical Objectives:
- To understand the cultural environment of India with respect to Marriages
- To discuss the Business Model of BharatMatrimony.com
- To discuss the growth strategy of BharatMatrimony.com
- To discuss rising competition amongst various online Indian portals engaged in the business of Fixing Marriages Online.
Keywords : Indian Matrimonial market; Corporate Strategies Case Study; Marriages in India; desi match maker; Swayamvar; Veri profile; iRishta.com
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