Matrimonial websites are innovating to help Indians find love in the time of coronavirus

The pandemic is forcing many industries to innovate and come up with ideas that help them stay relevant in the “new normal.” One such seemingly small innovation is proving to be extremely effective in India’s online matchmaking sector.

On June 22, Shaadi.com, one of India’s most popular matrimonial websites, launched a video calling feature that potential brides and grooms can use to interact with each other at a time when people are avoiding in-person meetings due to the coronavirus outbreak. On the first day of the launch, the service was used by almost 75,000 users, and on the next day, over 100,000 people tried the feature.

In less than a month, over 500,000 users have made video calls on Shaadi.com, according to the company.

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