Ganesh Nagarsekarโ€™s Post

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Bharat Bet Research๐Ÿ… | IIM C, JPM, GS, CFA L3, BITS Goa

(7/40) ๐—ง๐—ต๐—ฒ ๐—ฒ๐—ฐ๐—ผ๐—ป๐—ผ๐—บ๐—ถ๐—ฐ๐˜€ ๐—ผ๐—ณ ๐—ผ๐—ป๐—น๐—ถ๐—ป๐—ฒ ๐—บ๐—ฎ๐˜๐—ฟ๐—ถ๐—บ๐—ผ๐—ป๐—ถ๐—ฎ๐—น๐˜€ aka an at scale Seema aunty! We've all had a good laugh at the expense of Seema aunty calling Aparna's dog paintings kittens! But India's arranged marriage market is no laughing matter - with 11-13 million marriages each year, an overwhelming 88% of them arranged - the marriage market is a money machine! But how does the player at the very start of it - the match-maker, make money? Let's try to understand in this post! 1.๐— ๐—ถ๐—ฐ๐—ฟ๐—ผ๐—บ๐—ฎ๐—ฟ๐—ธ๐—ฒ๐˜๐˜€: In India people take matrimonial decision based on parameters like language, religion, region, caste etc. And since a platform is only as strong as the relevant matches it has, network effects in this market tend to be strongly micro-market driven. This creates natural moats for companies looking to grow in markets as diverse as India. Of the top 3 online matrimonial players, 2 are strong in West/North India, while the third is dominant in South India - driven primarily by their userbases. 2. ๐—”๐—ฑ ๐˜€๐—ฝ๐—ฒ๐—ป๐—ฑ ๐—ถ๐—ป ๐—ต๐—ถ๐—ด๐—ต ๐—ฐ๐—ต๐˜‚๐—ฟ๐—ป: One of the downsides of running an online matchmaking business though is that the better your platform is, the faster people will leave it - think about that for a minute! This combined with a good amount of external capital entering the space, makes the ad intensity quite high - north of 25% in most years. 3. ๐—ง๐—ต๐—ฒ ๐—ฝ๐˜‚๐˜€๐—ต ๐˜๐—ผ ๐—ฝ๐—ฎ๐—ถ๐—ฑ: Most customers are brought in with a free offering that let's them access basic site features, and around 75% of users stay in this tier! The shift to paid is often not one that comes naturally to most folks, and hence these platforms need to maintain teams that actively pitch/hard-sell to convert folks to the paid tiers. This is surprising, since the average ARPU is not even 0.5% of the average amount an Indian will spend on their wedding - but there is still a massive psychological barrier to pay for digital services. 4. ๐—ข๐—ฝ๐—ฒ๐—ฟ๐—ฎ๐˜๐—ถ๐—ป๐—ด ๐—น๐—ฒ๐˜ƒ๐—ฒ๐—ฟ๐—ฎ๐—ด๐—ฒ: Since the core of the business is an online platform, the business enjoys strong operating leverage as it grows - off a fairly constant hosting and tech employee expense base. The issue here however is that the Indian marriage market is so large and lucrative, that a few of these players are tempted to deploy the free cash generated from this business into the marriage services market - which is a fragmented, messy, and low margin opportunity. While these business do enjoy a tailwind of greater digitization and smartphone penetration across India, there is also a trend away from arranged marriages towards dating - atleast in urban India. How do you see this market shaping up over the next few years? #LICreatorAccelerator LinkedIn for Creators

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Naman J.

National Winners & Runners Up at 10+ college case competitions | Takshashila Consulting(PPI) | Bridgestone | Great Lakes Institute of management, Chennai PGDM (2022-2024) | DTU | Placement coordinator (GLIM) |

1y

Inquisitive

Pratiti Dasgupta

Ex NIIF||Building Product Folks

1y

As for the market I think it's going nowhere in the near future, at least for the next decade or so. The reason being A)As you mentioned in the micromarkets bucket,Indians still make decisions on the basis of religion, caste and now education and monetary conditions tbh. And this despite the dating surge is going nowhere. B) I think there will be two new emerging trends- one of arranged dating where the matched couples will date for some time to decide compatibility and the second being the surge in live in relationships which would disrupt the marriage market to a great extent

Savio D'Souza

In Research/Discovery mode

1y

Trying to understand those numbers. 25 % of COA would be for paid users only right. Or is it CAC for any user that signs up? What is the typical average subscription value in USD, renewals yes/no? And a non numerical question: Are people not signing up for paid because (a) they spend a lot of time viewing profiles and only if there is a hook (or they find a few interesting ones) or have shortlisted do they go to paid? So a large amount of free testing till real intent/interest generates? (b) If they are not signing up, do they achieve their objectives with the free membership itself OR (c) are digital services still supplementary and does Seema Aunty in every nukkad do a good job?

Pratiti Dasgupta

Ex NIIF||Building Product Folks

1y

I cracked up looking at the picture only๐Ÿ˜…

Sanchal Dash

AVP, Third Party Products at Spark Family Office & Advisors with 9 years of relevant experience in wealth industry

1y

Insightful yet again, Ganesh. One question that comes to my mind is why are these sites not dabbling into dating services? Since you mentioned that the trend is moving towards dating in Urban, , a freemium model would work much better in a dating app as compared to a matrimonial website.

Nikhil Madaan

Product Manager @ IndiaMART | NMIMS Mumbai | Ex- Lowe's , Maersk , Reliance

1y

It's very insightful Ganesh S. Nagarsekar . It helps me in increasing my understanding about this Market. Thanks for sharing this post

Akshaykumar Sirsalewala

EY-P Consulting | Ex-BCG | 92K+ | IIMK | CA | CFA - all levels | B-School Faculty |

1y

I liked this post (even without reading) for the picture. This is the best scene of the show. Full marks for that ๐Ÿคฃ

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