Shaadi.com, founded in Mumbai in 1996 by Anupam Mittal, was India’s leading online matrimonial site. Matchmaking in India was a complex process given the involvement of the extended family in selecting life partners for the younger generation. Making Shaadi.com an e-commerce business was a paradigm shift, and the website garnered enormous success in displacing the traditional system of matchmaking through its in-depth understanding of the psychographics of the growing youth segment. However, Mittal had important strategic decisions to make—namely, whether to transform the website into a national brand, whether to retain the website’s matrimonial focus or to broaden its mission to include non-marital relationships, and whether to prioritize increased investments in technological innovation or growth.
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