FINANCIAL TIMES - Dec 30 - Bumble launched in India earlier this month, with the high-profile backing of Bollywood actress Priyanka Chopra. At the same time, Tinder has rolled out new features designed to cement its foothold in the country, where it has been operating since 2015. Happn, which matches app users who have crossed paths in real life, has become one of the most downloaded dating apps since coming to India last year. Yet the companies may find Indians difficult to woo. Homegrown matchmaking services with names such as Shaadi.com and Mumbai-listed Matrimony.com, which went public last year in a $78M listing, flourished in India since long before smartphones. According to Matrimony.com almost nine in 10 marriages in India are arranged. But Matrimony.com's share price has fallen 45% over the past year, and profits in the most-recent quarter fell 30% YOY to $1.9M. The foreign apps have yet to prove that the Indian market can be lucrative. Whitney Wolfe, Bumble's CEO and founder, said: "We're entering with purpose, with mission, with a really nuanced, customised product." Far more men in India use dating apps than women, who often stay away due to safety concerns and stigma. ~85% of Happn's users in India are men. But Bumble argues its women-first brand and safety features mean it is best placed to attract female users. In September, Tinder introduced a tool that also gave Indian women the prerogative to initiate a conversation with a match.