AFP - Feb 13 - Marriage -- or "shaadi" in Hindi -- remains a cornerstone of society in conservative India, with hundreds of matchmaking sites concentrating on finding their members suitable life partners rather than casual dates. Long-established portals like shaadi.com, bharatmatrimony.com and jeevansathi.com offer general searches. Yazdi Tantra, a computer consultant in Mumbai, runs theparsimatch.com, one of a number of websites for the dwindling community of followers of the ancient Zoroastrian faith. Sanjeev Pahwa, head of the New Delhi-based firm Strikeone Advertising, said targeting niche groups made business sense as he realised smaller start-ups like his couldn't compete with the major players. The result was bposhaadi.com, for call centre workers and govtshaadi.com, targeting state sector employees looking for love.
The full article was originally published at AFP, but is no longer available.