The pandemic is forcing many industries to innovate and come up with ideas that will help them stay relevant in the “new normal”. One of those seemingly minor innovations is the huge success in India’s online matchmaking industry.

On June 22nd, Shaadi.com, one of the most popular wedding websites in India, launched a video calling feature that allows the bride and groom to interact with each other at a time when people are not holding face-to-face meetings due to the coronavirus epidemic. On the first day of launch, the service was used by nearly 75,000 users, and the next day, more than 100,000 people tested the functionality.

According to the company, more than 500,000 users made video calls on Shaadi.com in less than a month.

Shaadi.com is not the only wedding portal that has started and used the video calling function. Bharat Matrimony, which is part of Matrimony.com, India’s largest matrimony company, and Jeevansathi.com, owned by Internet market leader Info Edge, also encountered heavy traffic on their video call service.
Indians stranded at home working from home amid the pandemic have more time than ever to navigate marriage portals. And matchmaking portals are aware of this possibility.

Video calls can add to these discussions, however, not many people would like to share their Skype IDs or WhatsApp numbers with complete strangers. This offers the opportunity to see a potential applicant in the wedding app and to speak to him.

Bharat marriage goes a step further by allowing women to call whoever they want, while men only take calls. Experts say this additional feature will help empower women. There are also some advantages for matchmaking companies. This feature can help matchmaking platforms increase user engagement.

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