Shaadi.com shakes India with bold 'Dowry Calculator' anti-dowry campaign

Shaadi.com, India's premier online matrimonial platform, has launched a groundbreaking anti-dowry campaign, which is making waves across the nation. Spearheaded by founder Anupam Mittal, the initiative features a controversial "Dowry Calculator" designed to highlight the grim reality of dowry-related deaths in India.

Initially introduced as a tool to calculate a bride's "worth," the Dowry Calculator leads users through a series of questions about their financial status and lifestyle preferences. However, instead of providing a dowry amount, it delivers a startling statistic: over 1.8 lakh dowry-related deaths have been reported in India over the past two decades. The hard hitting message which opens on the website reads: “Before calculating your worth, ask yourself what is her life worth? Let’s do away with Dowry. Be a part of the change now.”

This unexpected twist is intended to provoke outrage and spark a nationwide conversation about the persistent issue of dowry. Mittal acknowledges that while reported cases might be decreasing, the practice continues to be a deep-rooted social evil that needs to be eradicated.
The “Dowry Calculator” has sparked widespread discussion across social media platforms, drawing attention to the persistent and devastating consequences of dowry practices. By quantifying the human cost of dowry, the tool provides a stark reminder of the need for continued vigilance and action against this deep-seated tradition.

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Anupam Mittal, recognizing the critical role of the younger generation in driving societal change, is calling on India's youth to be at the forefront of this movement. His message to them is clear and compelling: "Be the Change, Make a Difference." By leveraging the influential reach of Shaadi.com, Mittal aims to mobilize young people across the nation to challenge and reject dowry demands, fostering a dowry-free culture.
The campaign has already ignited intense debate on social media. Some users initially questioned the seemingly promotional aspect of the calculator, but as the true intent became clear, the impactful message and Mittal’s commitment to the cause have been widely recognized.
Shaadi.com's innovative approach demonstrates that creative methods can drive cultural shifts and foster a more equitable society. As the campaign gains momentum, it holds the potential to significantly influence public perception and contribute to the eradication of the dowry system in India.