QUARTZ INDIA - Nov 22 - Tinder is launching "My Move" in India, that lets women to make the first move. My Move takes on one of Bumble's hallmark feature of allowing only women to begin conversations on the app. Besides, Tinder is also making space for more gender identities. Q&A with Tinder's India head, Taru Kapoor:
Q: In 2015, Tinder said India was its top market in Asia. How has the growth story been since then?
A: India continues to be our top market in Asia and one of our fastest-growing markets.
Q: You're reportedly struggling to get women on board in India.
A: Women are becoming more engaged on Tinder in India. In our society, women face a lot more barriers and judgement.
Q: Why did Tinder choose to launch "My Move" only in India?
A: We are constantly looking at ways to grow our user experience, and we don't believe we're ever done. There are some women who prefer to take the lead.
Q: Bumble is entering India. Will that mean a fiercer battle for market share?
A: Competitors come and go. We are not really focused on market share. We are the market leader. We've done that because we focused on giving value to our users. As long as users find our experience great, we'll probably continue to grow.
Q: Priyanka Chopra has partnered with Bumble in India. Are you also looking at some such tie-up?
A: We have a history of partnering with a lot of celebrities, brands, and communities that resonate with our user base.
Q: Why did Tinder choose to launch more genders at this moment in India?
A: We believe we have a responsibility to send a message about inclusiveness, acceptance, and equality.
Q: How important will India be for Tinder in the future?
A: There are ~100M young single smartphone users in India today. That's a large demographic, and it's growing. We expect that online dating will become more and more popular.
Q: Are you also targeting smaller cities?
A: Tinder is growing in smaller cities. In fact, in smaller cities, we have grown faster in the last one year.
Q: What is Tinder's team size in India?
A: Currently, we are a small team focused on marketing, localisation, and understanding the consumer.
Comments