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Mint
2 days ago
- Business
- Mint
Where the heart is: India's dating app startups find love outside metros
Next Story Rwit Ghosh The Indian dating app market is evolving, with startups like QuackQuack and Schmooze experiencing growth in tier-2 and tier-3 cities. Will they crack monetisation where global giants have struggled? New age dating apps such as QuackQuack, Schmooze and Aisle, which focus on India's metro cities, are now witnessing traction in tier-2 and tier-3 cities. Gift this article For years, India's dating apps focused primarily on the country's metro cities. But as the dust settles post-pandemic, users in small cities are driving the next wave of growth in digital romance. For years, India's dating apps focused primarily on the country's metro cities. But as the dust settles post-pandemic, users in small cities are driving the next wave of growth in digital romance. New age dating apps such as QuackQuack, Schmooze and Aisle, which focus on India's metro cities, are now witnessing traction in tier-2 and tier-3 cities. Larger companies, like Match Group's Hinge, Tinder, and Plenty of Fish, have had major success in India's metros, but experts say their penetration into other parts of the country has been lacking. This represents a significant opportunity for new entrants. India's fintech and e-commerce boom began in the metros before spreading deeper into India. The same thing will happen with India's dating space, according to Munish Vaid, vice president (Digital transformation & Technology) at Primus Partners India. 'Companies that are removing language barriers are making users feel more confident and comfortable in using these apps." Global incumbents designed apps for global audiences and haven't addressed the specific cultural and contextual needs of Indian users, according to Manish Advani, principal at ElevationCapital. The firm backed Schmooze in 2024 with a $4 million cheque. Swipe right QuackQuack, founded in 2010, was once focused on metro markets like Delhi and Mumbai, but the company says a majority of its new users now come from outside the big cities. 'We're adding about a million users every 70 to 90 days," said company founder and chief executive Ravi Mittal. 'Around 65-70% of our new users are coming from other cities in India," Mittal said. The platform's push has been premium first. But as it stands, only about 5-7% of its user base is a paying customer. 'I'd say we're more premium than premium because we give very few options to free users," said Mittal. The company's website says they have over 38 million members. The figures mentioned above indicate that between 1.8 million and 2.5 million of their users are paying customers. Currently, the company's 'plus' subscription costs ₹ 349 a month and offers users not just premium features but also offline experiences, like dating events and mixers. Mixers offer premium users the chance to interact with their match in an environment curated specifically to meet potential love interests. Similarly, Schmooze is witnessing unexpected love stories from markets they had not targeted at all initially. 'We started in the US, moved back to India with a focus on metro cities," co-founder and chief executive Vidya Madhavan told Mint. Schmooze, founded in 2021, realised that a lot of users who were signing up on the platform from other parts of the country weren't able to access the app due to location restrictions. The startup then decided to make the app available pan-India and now claims a user base of 3 million in the country. '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," said Madhavan. The app's premise is simple: 'Swipe on memes, and we'll help you find people with similar tastes." Meanwhile, Aisle, which positions itself as a high-intent dating app for people looking for long-term relationships or marriage, has decided to increase its focus on regional offerings this fiscal year. Currently, its regional plays are focused on the southern states with apps like Arike (Malayalam), Anbe (Tamil), Neetho (Telugu), and Neene (Kannada). '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," said Chandni Gaglani, head of Aisle Network. The company says that apps like Arike, Anbe, Neetho, Neene are language and region first. That is the reason why Arike, built for Malayalis performs well not just across Kerala but also in NRI markets like the UAE, the UK and the US where the community has a strong regional presence. Aisle was founded by Able Joseph and Sarath Nair back in 2014. Info Edge acquired a 76% stake in the company for ₹ 91 crore in 2022. Aisle became a step-down subsidiary of matrimonial app Jeevansathi. Earlier this year, Jeevansathi infused ₹ 30 crore into the dating app. Currently, Info Edge's stake in Aisle through Jeevansathi stands at 92.83%, according to an exchange filing in March. Since the acquisition, Aisle's revenue has grown, but losses have also widened. In FY24, the company clocked ₹ 34.8 crore in revenue against ₹ 31.4 crore in FY23. Its losses widened to ₹ 27.4 crore, from ₹ 18.8 crore in FY23. However, the company is now focusing on controlling the burn and claims that it has decreased it by 42%. 'This year, the cash burn is at less than ₹ 1 crore. In fact, we're looking at some of our apps becoming profitable this fiscal year. Arike is already break-even," Gaglani said. Small fish in big pond To put into perspective where Indian companies stand at the moment, a key metric used by incumbent dating app companies is paying users. Bumble Inc's group of apps, which includes Bumble, Bumble For Friends, Badoo, Geneva, Fruitz and Official, had about 42 million monthly active users globally, according to the company's annual report from their last fiscal year. The company ended 2024 with 4.1 million total paying users. Match Group is even larger. It has more than 82 million monthly active users across its four business units: Tinder, Hinge, Match Group Asia (MG Asia), and Evergreen & Emerging (E&E). Among these, Match Group has a total of 14.1 million paying users at the end of the June quarter. Aisle Network says that their user base across the network, which includes both Aisle and the local language apps, stands at 30 million, with 60% of the growth coming from Aisle. Currently, 15% of Aisle's members between late 20s and early 30s are paying premium users and contribute between 30% and 35% to the company's revenue. Rest of the revenue comes from other age categories. Men account for 90% of the spending. Meanwhile, for Malayalam dating app Arike, the paying userbase is much higher, hovering between 35% and 40%. Madhavan from Schmooze said that their paying user base at the moment was 'very small". However, she said that the company is now actively moving towards monetising some of their offerings to grow their revenue. The company ended FY24 at Rs1.4 crore and plans to grow their revenue by at least eight times with these new strategies by the end of this fiscal. Should I stay or go? The key challenge with dating apps, whether incumbents or new players, is not just user retention but also getting them to pay. What's more, if people are able to find love, they move off the app, which makes them lose paying users. Most dating app startups work on a freemium basis, much like existing incumbents, where users get a certain amount of likes, swipes and actions. After that, they have to pay for one-off products or set up monthly payments to tier-based subscriptions. '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," said Aisle's Gaglani. That said, Aisle's premium features include unlimited likes, advanced preference filters, boosted visibility, and more. Schmooze has a similar format, where users can swipe on 200 memes for free and share compliments. But Madhavan wants to take it a step further and is working on making dating a less anxious affair, especially when it comes to messaging people first to get the conversation going. 'Our artificial intelligence AI will suggest conversation starters based on commonalities across both profiles and will help users set the tone." The company plans to release this and other features like AI-based picture selection slowly over the course of a few weeks, before finally bundling it all together into what it calls Schmooze AI. This will be a different subscription option compared to its existing offering. '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," said Madhavan. But for these companies to scale, monetisation remains key and the challenge. '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," said Vaid of Primus Partners India. State of the market In 2023, the Indian dating industry's revenue stood at $547.9 million, according to Grand View Research, and is projected to hit $1 billion by 2030. Globally, the revenue forecast is $14.4 billion. Despite the opportunity, only a handful of Indian startups are making headway. Data from Tracxn shows only 20 Indian startups in the space, with most stuck at the seed funding stage. Only Aisle has seen a significant acquisition. Among others, TrulyMadly, backed by Inflection Point Ventures and other angel networks, has raised $9 million in total funding, it last raised an undisclosed amount in 2022 ; Fluttr has raised a total of $1.8 million from TCA, Brand Capital and others, as of August 2024; Juleo has raised a total of $4.3 from Roll Up Vehicles, Angel List, and Invstt, and last raised $2.5 million in August 2024. Elevation had backed Schmooze in 2024 with a $4 million cheque. '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," said Elevation's Advani. As small-town India swipes right on homegrown apps, the next chapter of the dating boom may not just come from Mumbai, Delhi or Bengaluru. Topics You May Be Interested In Catch all the Business News , Corporate news , Breaking News Events and Latest News Updates on Live Mint. Download The Mint News App to get Daily Market Updates.
Hindustan Times
04-07-2025
- Entertainment
- Hindustan Times
Women are raising their dating standards from bare minimum: 4 outdated traits that no longer impress
What sets the heart racing for women? For far too long, outdated stereotypes have tried to answer that, shaped by pop culture, media tropes, and everything from Wattpad fantasies to rom-com cliches. But the tides are turning. The notions of 'tall, dark, and handsome' or 'rich man is hot' are getting a big reality check as women explore love beyond the surface-level charm. Looks like these are as fleeting as the social media trend of 'man in finance with a trust fund, 6'5.' The dating scene is now moving away from toxic traits, valuing emotional depths more.(Shutterstock) {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} Quack Quack, a dating app, conducted a survey of 7615 female users from Tier 1, 2, and 3 cities, aged between 22 and 35, and they were asked a set of questions to understand what makes them say 'Nope.' {{^usCountry}} {{/usCountry}} {{^usCountry}} {{/usCountry}} Ravi Mittal, QuackQuack's Founder and CEO, shared that these misconceptions are slowly fading. He said, "I think, for a very long time, there have been several misconceptions about what women like and don't, and women-related dating advice is typically built around those ideas and half-truths. This study should shine much-needed light on the reality. It's about time people throw away those age-old notions and start dating like decent humans." ALSO READ: Dating coach explains why compatibility matters more than chemistry in relationships: 'Don't chase the instant spark' {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^usCountry}} These are 4 traits that were previously were previously treated as the gold standard of desirability, making them big heartthrobs. But now things are changing in the dating scene: 1. Bad boys {{/usCountry}} {{#usCountry}} These are 4 traits that were previously were previously treated as the gold standard of desirability, making them big heartthrobs. But now things are changing in the dating scene: 1. Bad boys {{/usCountry}} Read More {{^usCountry}} The tatted, mysterious boy with an intense, brooding stare, zero emotional availability, and a habit of breadcrumbing with occasional love bombing may look hot on-screen, but in real life, he's getting swiped left, as women are choosing to avoid all the drama. The bad boy fantasy is falling fast. {{/usCountry}} {{#usCountry}} The tatted, mysterious boy with an intense, brooding stare, zero emotional availability, and a habit of breadcrumbing with occasional love bombing may look hot on-screen, but in real life, he's getting swiped left, as women are choosing to avoid all the drama. The bad boy fantasy is falling fast. {{/usCountry}} {{^usCountry}} Ravi said, "Everyone has heard of the 'women fall for bad boys' cliche, but 4 in 6 women between 25 and 35 say that it couldn't be farther from the truth. According to them, the narrative might hold up for teenagers who are generally not emotionally mature enough to understand the difference between toxic and healthy relationships, but when the topic is adult women, they know better. Most are actively turned off by hot-and-cold, indifferent behaviour. Around 28% of the respondents also commented that a myth like this is truly damaging, as it has encouraged several young men to take up the personality in question and intentionally mistreat their dates. They believe such misconceptions are the reason for so many toxic trends." 2. Tall, dark and handsome {{/usCountry}} {{#usCountry}} Ravi said, "Everyone has heard of the 'women fall for bad boys' cliche, but 4 in 6 women between 25 and 35 say that it couldn't be farther from the truth. According to them, the narrative might hold up for teenagers who are generally not emotionally mature enough to understand the difference between toxic and healthy relationships, but when the topic is adult women, they know better. Most are actively turned off by hot-and-cold, indifferent behaviour. Around 28% of the respondents also commented that a myth like this is truly damaging, as it has encouraged several young men to take up the personality in question and intentionally mistreat their dates. They believe such misconceptions are the reason for so many toxic trends." 2. Tall, dark and handsome {{/usCountry}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} The lethal face card is getting less weight in matters of the heart, while emotional depth is taking the torch and leading the way. Ravi added, 'Everyone thinks tall, attractive men have a better chance at scoring matches. While that might be the case for some (23%), the overwhelming number (49%) of women who said physical appearance barely holds weight in serious dating crushed this myth once and for all. Our survey results show women find it cringe when men list their height and other physical attributes in their bio. Kindness, emotional intelligence, personality, and effort topped the list of deal-makers, leaving tall, dark, and handsome at the very end.' 3. Rich man Instead of the bank account, women are prioritising someone who's ambitious, grounded, and focused on building a future, without the need to flaunt it. {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} Ravi said,'Money has nothing to do with finding true love. In fact, these women stated that flashy display of wealth is anything but attractive; the list included profile pictures with luxury cars, name-dropping expensive brands, and looking down upon people. 3 in 4 women said they prefer an ambitious and honest man who can build a secure future for themselves over a rich brat.' Having a genuine connection matters more than superficial qualities. (Shutterstock) 4. Emotional unavailability {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} The cold guy may seem intriguing at first, with his late replies and aloof responses, but the appeal eventually wears off. Instead, women are prioritising men who are genuinely eager and emotionally available. 'According to 41% of women over 30, the most outdated myth is that women don't like men who are too eager. 'Don't double text,' 'Don't reply right away,' and 'Wait at least three days to reach out after a date' were all debunked as common misconceptions. The study data suggests women love men who show a decent amount of eagerness; timely replies, texting after a date, and even double texting are considered attractive and cute,' Ravi concluded. Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition. {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} {{^userSubscribed}} {{^usCountry}} {{/usCountry}} {{#usCountry}} {{/usCountry}} {{/userSubscribed}} SHARE THIS ARTICLE ON
Hindustan Times
03-07-2025
- Entertainment
- Hindustan Times
Reverse catfishing is the new dating trend among youngsters
In the age of filtered photos and feeds, where standing out is often the goal, a quiet dating trend is making waves: reverse catfishing. Reverse catfishing is all about underplaying your appeal(Photo: Shutterstock) Unlike traditional catfishing, where people deceive others by appearing more attractive or successful online, reverse catfishing is all about underplaying your appeal. From dressing down in profile pictures to skipping luxury mentions and flaunting a basic bio, it's the art of 'playing it low-key' on purpose. "Reverse catfishing is still very new," says Ravi Mittal, founder and CEO of dating app QuackQuack. "We think it's a love letter to emotional intelligence. Who, other than an emotionally sorted and extremely secure person, would dare to play it down on purpose? It shows that young daters are more interested in finding the right match than impressing the wrong one." This understated approach is reportedly gaining traction among millennials and Gen Z, especially those who've grown disillusioned by the swipe-left culture that often rewards only surface-level charm. For some, reverse catfishing is a form of digital detox from the pressure of being 'Insta-perfect'. For others, it's a litmus test for genuine interest. But the concept isn't exactly new. Pratik Jain, a dating coach based in India, points out that 'people from high-status backgrounds — athletes, heirs, or those from influential families — have long downplayed their wealth or looks to attract partners who see them for who they are.' He adds that while this move can be sincere, it can also straddle a manipulative line. 'Imagine showing up to a date looking far better than your photos. It can create an instant dopamine hit and heighten attraction artificially.' So, is reverse catfishing romantic or a calculated move? As per the experts, it depends. On one hand, it signals emotional maturity and self-assurance — traits many daters now value more than six-pack abs or luxury cars. On the other, it can backfire if the disparity between online and offline personas feels jarring or dishonest.
Time of India
13-06-2025
- Entertainment
- Time of India
What is reverse catfishing? Gen Z's new dating strategy to find real love
Traditional use of dating apps has always been about showing off, looking attractive, richer, and cooler than you are. Setting up your profile on a dating app requires lots of effort, filtered and digital edits, and an enhanced version of reality. But now Gen Z's new ways to win genuine matches have changed. People are taking a completely contrasting approach on dating apps to find their perfect matches. This is called 'reverse catfishing'. It is a dating strategy where users intentionally upload raw, imperfect, and unfiltered pictures of themselves to find their match. What is 'reverse catfishing' Reverse catfishing refers to posting unfiltered, raw photos and toning down your accomplishments intentionally to find the perfect match. This new concept flips the script on traditional dating app culture by ditching curated perfection and embracing authenticity. The users are prioritising emotional connection now over superficial attraction. It involves keeping your profile as real as possible, without any false information, sometimes even highlighting your flaws. This approach seeks genuine matches who appreciate and accept the imperfections of the other person, marking a shift towards emotional connection and meaningful relationships. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Buy Brass Idols - Handmade Brass Statues for Home & Gifting Luxeartisanship Buy Now Undo Reason behind the rise of the 'reverse catfishing' trend A survey was conducted by QuackQuack, a dating app, from the beginning of April among 7,463 daters between the ages of 18 and 27. The users came from different regions and belonged to different career fields, including IT, healthcare, education, content creation, and more. According to the survey, 2 in 5 Gen Z populations are embracing 'reverse catfishing'. Gen Z daters are focusing on keeping everything real, and reverse catfishing is their way of just doing the same. They have moved on from creating highly curated profiles and are looking for genuine connections. Simplicity and authenticity are the key, whether it's about sharing passions for fitness, foodie adventures, dance, or music festivals, concerts, or anything else. Reverse catfishing marks a refreshing shift- not trying to impress someone by putting out false information, just being themselves. They'd rather find someone who loves them for who they are, accepting flaws and all. "Reverse catfishing is still very new. We think it's a love letter to emotional intelligence. Who, other than an emotionally sorted and extremely secure person, would dare to play it down on purpose? It shows that young daters are more interested in finding the right match than impressing the wrong one. They are looking for more than surface-level attractions, even if that means they have to let go of their 'Insta-worthy' lifestyle for that,' says Ravi Mittal, founder and CEO of QuackQuack. As per the survey conducted, 28% of participants preferred going for matches that don't have a perfect profile picture and a well-framed bio that looks straight out of an AI chatbot. One step to a healthier you—join Times Health+ Yoga and feel the change
Hindustan Times
12-06-2025
- Entertainment
- Hindustan Times
What is reverse catfishing trend? Gen Z's latest move to pull genuine matches on dating apps
Traditional catfishing on dating apps has always been about pretending, looking cooler, richer, and more attractive than you really are. This is achieved through filters and digital edits, a cherry-picked and enhanced version of reality, spotlighting only the most flattering angles. Catfishing profiles are misleading, creating a version that doesn't exist. Gen Z, however, is turning the tide by doing the exact opposite. According to a survey conducted by dating app QuackQuack, 2 in 5 Gen Z users are engaging in reverse catfishing to attract genuine, emotionally intelligent connections. Reverse catfishing is about ditching the razzle-dazzle of dating apps, and bringing out the messy truth to figure out who's really in it for real. Most importantly, it shows a slow but steady pivot towards emotional intelligence by downplaying looks (by picking not so flattering pics) and unpolishing the bio (less flexing now.) QuackQuack's founder and CEO, Ravi Mittal, commented, "Reverse Catfishing is still a very new trend. We think it's a love letter to emotional intelligence. Who, other than an emotionally sorted and extremely secure person, would dare to play it down on purpose? It shows that young daters are more interested in finding the right match than impressing the wrong one. They are looking for more than surface-level attractions, even if that means they have to let go of their 'Insta-worthy' lifestyle for that." With so much of contemporary dating app culture being inherently performative, from 4-5 line bio where you have to fit to sum up your entire personality to the carefully curated set of photos designed to impress, sometimes being real is the last thing on mind. But Gen Z, being Gen Z, is very on-brand with their unfiltered approach as the messy realness 'humanises' dating profiles. Ravi Mittal noted, "For Gen Z, reverse catfishing is the new green flag. 28% of users from Tier 1, 2, and 3 said they are more attracted to users who look and talk like a real person. They revealed going for matches that don't have the perfect display picture and bios that look straight out of an AI chatbox. They also admitted showing up a little undone in their own profiles to make a statement that 'this is me; take it or leave it.' QuackQuack's data also shows that since March 2025, a silly couch selfie with more realistically written bios showed better match longevity even if the match rates were slightly lower." Keeping things casual and less airbrushed leads to better in-person interactions, with less ghosting, because it sets the tone right from the get-go. This trend is helpful, keeping mismatched expectations away. Ravi quoted the survey and shared how the trend is a 'surprise upgrade' for dating app users, "3 in 5 male users between 20 and 25 called reverse catfishing a clever yet non-toxic trick to wow their matches. It manages expectations during the online interaction, only to exceed them when things go offline. They called it the 'surprise upgrade' that not only helps them find someone who genuinely likes their humble version with all the under-promising, but also leads to over-delivering when the romance goes in real life.' Reverse catfishing is a trend that is growing currently in the dating landscape, where honesty is being prioritised, cutting through the optical illusion of curated profiles. ALSO READ: Relationship expert says this '1 quality' predicts if someone is going to be a good partner Note to readers: This article is for informational purposes only and not a substitute for professional advice.
