THE HINDU - Mar 30 - There are ~2k matrimonial sites operating in India but only 4% of all marriages per year happen through online matches. The online matchmaking business is estimated to be worth ₹1,000 crore. A new startup, Marrily.in, has just entered the space. The app was launched by four alumni from IIT Kanpur. It works very much like other dating apps currently on the market. Users have to register through Facebook. They can then swipe yes or no on people anonymously and will be allowed to initiate a conversation only if there is a match. Marrily though would like to refine the search algorithm as much as possible and make the matching process better through the use of AI and information that can be found on social media. Marrily uses parameters like the Big Five personality test. Their algorithm also uses techniques like word cloud measures, which collects a stream of text written on social media accounts that are then compiled to match personality types. Marrily has ~15k registered profiles.