Armed with the insight that women are increasingly seek life partners who consider them their equal, and hence equality in relationships, Bharat Matrimony is creating a new promotional campaign and honing its core product aligned with the same.
Delivering his keynote address at the inaugural TVNews4U.com Straight Talk – The Brand Stories, Murugavel Janakiraman, Founder and CEO, Matrimony.com, revealed the thinking behind the strategy. A new campaign featuring recently announced brand ambassador cricketer MS Dhoni is set to launch next week.
He explained, “To make relationships happier, there needs to be equality in the relationship. We want to be the brand that is promoting this equality in the relationship. It will also be accompanied by product change. In my view, it’s going to create social change over a period of time. We believe, in 10 to 20 years, Bharat Matrimony would have contributed to promoting equality in the relationship.”
Early days
Speaking about the early days of Bharat Matrimony, Janakiraman outlined the ‘Red Ocean’ strategy of making an unorganized segment organized and incremental innovation on top of that to sustain growth. “In India, which is set to become the third largest economy in the next 10 years, many things are unorganized. Just organizing the unorganized is a huge opportunity,” he said.
“So what did we do differently? We tried to understand the cultural nuances of India. On the internet, people typically launch a single brand. We have so many languages, so many communities. We understood that 95 per cent of marriages in india happen within communities. On language, we started with TamilMatrimony, TeluguMatrimony and it evolved into a national brand BharatMatrimony. It happened by accident, but we mastered it,” explained Janakiraman.
The company has over 300 community matrimony sites and multiple language portals, besides special offerings like Elite Matrimony, for Divorcees and so in. On positioning, there was clarity from the early stages that BharatMatrimony should be the most trusted and credible site for matrimony, and this has shaped the brand over the years, said the keynote speaker.
Growth Path
The entrepreneur speaking on the theme ‘Headquartered in Chennai, Headlining the World: 18 Years of Happy Marriages, revealed a three ‘E’ growth path outlined for the company: Enhance, Expand, Explore — enhancing product offerings, expanding to other markets and exploring more services.
The company has already become a market leader in SriLanka and launched in Bangladesh and another dedicated offering for Arab matrimony. The objective is to reach reach a third of the world population. On exploring more services, he listed Matrimony Photography and Matrimony Mandaps among related services for the core offering.
