MONEYCONTROL - Eyeing the LGBTQIA+ community, Matrimony.com has launched a platform called RainbowLuv which lets users look for serious relationships unlike casual matches offered by online dating apps. The idea came from a member of the LGBT community who went up to the company's chief product officer at a conference urging them to open up matchmaking for the community. The new platform is similar to their other matrimony apps which let users give detailed information for their profile. In addition, users can specify if they are looking for hook-ups or serious relationships. Then there is government-approved ID verification.