Extra-marital affairs?

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From a small matrimonial service, Bharat Matrimony has plans to become a complete service portal!

If Karan Johar had met this company, then Bollywood would have missed out on the blockbuster Kabhi Alvida Na Kehna (KANK) & King Khan would have got his perfect match in the first go itself. Yes, finding the perfect match – that’s what this company does. We are talking about Bharat Matrimony Group, a venture that started a decade back and has now proliferated into a lucrative organisation. Way back in 1996, Murugavel Janakiraman – the man behind Bharat Matrimony – during his visits to Singapore and USA evinced the popularity of matrimony sites. “Matrimonial sites were popular in those countries, but NRI’s who wanted an Indian match did not find any easy medium. So to address their need we started Bharat Matrimony in 1997,” reminisces Janakiraman, CEO, Bharat Matrimony. And thus started the journey of matching Indians settled in US with desi brides & grooms. After enticing the NRI’s in Uncle Sam’s land, Janakiraman in 2000 started the same online service in India too. The concept was instantly lapped up as Indians were increasingly getting wary of using the traditional newspaper for matrimonial purposes; plus the popularity of internet in urban centres made the matchmaking process much easier, as the idea of seeing millions of customised profiles at the click of a mouse was an appealing concept.

For massive penetration the company tied up with almost all leading portals of the country like Rediff, Sify, Yahoo, et al. With all the leading portal in its kitty, Bharat Matrimony started expanding and ventured into Dubai, Canada and UK. However, it is the key US market that emerged as the cash cow and helped the online company to expand aggressively.

However, paying too much attention to the overseas market resulted in the company missing out big time on the home turf and soon its monopoly was dented with the entry of players like Shaadi.com. Adds Janakiraman, “Competition is tough but if you keep on adding values to consumers, you can create a mark. We started providing absolute privacy through our uniquely designed subscription- based model, authentication & verification of data, horoscope, multi-language services et al. This enabled us to sustain 100% growth.” Not a hollow boast, as today the company has 66 offices across the globe with a turnover of over Rs.50 crore. They have also set up offline centres – Bharat Matrimony Centre – for the tech-savvy couples to be. And just last year Limca Book of Records ranked Bharat Matrimony as the website that facilitates the highest number of marriages in the country.

But creating that perfect match was not enough. Bharat Matrimony needed that extra spice of diversification. “We have experience as a service provider through portals and we thought it’s always safe to have a wider portfolio for sustainability,” explains Janakiraman. So they ventured into online job portals, classifieds, property portals, automobile portals et al. The company just needs to be cautious that these extra-matrimonial affairs don’t put a dent to its flagship venture. We don’t need another KANK, right?

Edit bureau: Angshuman Paul

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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