Himani Bahuguna on how tech & AI are bringing next level of growth in online matrimony

The year 2023 has started on a rollercoaster note, with an accelerated adoption of generative AI, AI chatbots, and digital innovations. This is bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As part of our annual TRENDING NOW series, Adgully has been approaching key industry leaders to Crystal Gaze into 2023 to highlight the major trends and developments that they see dominating the industry in the year ahead.

In conversation with Adgully, Himani Bahuguna, EVP & Head of Marketing, Jeevansathi, speaks about the growing influence of technology and evolving societal norms in the field of online matrimony, the rise of niche platforms, safety measures for consumers, free chat as a feature to provide user an enhanced experience, and more.

Key trends dominating the industry in 2023

With the growing influence of technology and evolving societal norms, matrimonial platforms have witnessed a higher representation of Tier 2 and Tier 3 towns in recent years. This trend exemplifies our platform’s regional strength and ability to cater to diverse demographics.

Contrary to popular perception that matchmaking platforms are primarily overseen by parents, our platform has consistently experienced a significant rise in the proportion of self-posted profiles. This trend continues to show an upward trajectory, highlighting our commitment to empowering individuals to take ownership of their matchmaking journey.

Technology and AI are also set to play an interesting role in Indian matrimonial market in the coming year. With advancements in AI, we expect online platforms like Jeevansathi to provide a more personalised and improved matchmaking experience to our users. We also expect user safety led features like identity verification, background checks and spam control to get a lot smarter. In a continuous effort to improve safety measures, we have recently introduced selfie verification as an additional layer of security. Selfie verification is designed to increase trust on the platform and effectively identify and remove spammers, ensuring a safe and secure experience for all users. We are watching out this space closely to further explore how the technology can be integrated to benefit the consumers while making internal processes more efficient.

Niche platforms: Niche platforms in online matrimony and matchmaking are expected to rise, catering to specific communities, interests, or demographics. These platforms offer tailored features and support systems, providing a safe space for like-minded individuals to connect. Examples of niche platforms include those for second marriages, senior citizens and people with disabilities, which address unique needs and foster inclusivity in the online matrimony landscape.

Major focus areas for Jeevansathi in 2023

We launched free chat as a feature to provide user an enhanced experience and enable more and more conversations. We will continue to have a keen emphasis on fostering engaging conversations and ensuring user safety to deliver a better and safer online matchmaking experience for all our users.

Since making chat accessible to all users, we have witnessed an astounding increase of 250% in two-way conversations, showcasing the immense value our free chat feature has brought to our community. Additionally, overall interests sent on the platform have also surged by 60%, further exemplifying the positive impact of this launch.

Going forward, we would continue to focus on enhancing the user experience on our platform and providing a safer and more secure platform for matchmaking.