In a new episode of Pitch BrandTalk - a video series that engages with the senior management of brands to churn out innovative insights - Pitch had an insightful conversation with Murugavel Janakiraman, Founder and CEO of Matrimony.com. He talked about in detail the recent delisting of popular apps from the Google Play Store and why he believes that Google is selective in its approach. He also shares future plans in store for Matrimony.com.

The recent delisting of apps from the Google Play Store happened despite ongoing legal proceedings at the Competition Commission of India (CCI) and the Supreme Court. Post government intervention, the apps are back on Google Play Store. However, the question remains on how the stalemate can be resolved with Google claiming it has the right to implement its business model with the Google Play Billing System (GPBS). In contrast, the homegrown app developers remain committed to the non-GPBS.

However, Janakiraman says that the issue is not about GPBS and non-GPBS payment but the arbitrary position adopted by Google on which apps and sectors are targeted.
When over 150 apps belonging to Matrimony were deleted from the Google Play Store, Janakiraman says Google’s move came as “a big shock”.

He says, “We contended that while there is a clear verdict, Google has not been adhering to the CCI verdict. Even to the contravention petition to the CCI and CCI reviewing the matter – for whatever reason for one year they did not pick up the matter – now they have heard the matter and the judgement is awaited, so what was the urgency for Google to send an e-mail on a Friday and to delete the apps by the end of the day.” He adds that the timely government intervention came as a boost of confidence to the Indian companies. While the other impacted companies complied with the GPBS, Matrimony took a contrarian view and decided to hold on till there was clarity on the issue.

Janakiraman states that the issue is not about GPBS but its implementation. He explains, “The companies/app developers who use various third-party payment gateways and spend between 1%-2% for all the payment processing services. Someone paying money on Bharat Matrimony can use various payment gateway and the charges are very low, close to 0% to 1.5%.

"Google says that Bharat Matrimony should use only the Google Play Billing System, and pay 15% compared to 1.5% what you pay for other payment gateways. Why?” He states that with Google controlling the app ecosystem, almost 95% of the market in India, “They are forcing companies to accept or you are out. It is like putting a gun on your head.”

He explains that Google gives the app developers three options – First, GPBS with charges ranging from 15% to 30%, second is called User Choice of Billing – where you are allowed to use a third-party payment gateway but have to share 11% to 26% of the revenue with Google and the third option is the conceptual model where app developers are not allowed to collect payment at all. He says, “The issue is not about GPBS but about it being bundled, forced and selective. By selective, I mean where Google asks only companies offering services such as jobs, education, matrimony, media and entertainment to pay. It is not applicable for e-commerce companies, food delivery companies, travel companies who are exempted.”

An Insightful Approach To Advertising

Looking at the advertising and marketing efforts of Matrimony.com over the last year, there has been some exceptional work coming out from matchmaking service providers, like last year’s thought-provoking but controversial Holi campaign. Also noteworthy was the use of AI and ChatGPT to create Aditya Iyer or AI, an artificial intelligence-generated bot to play Cupid by connecting people with shared interests. Its recent campaign, Safe Matrimony aimed at increasing awareness among people about the modus operandi used by frauds in the online world to extract money. Janakiraman, says, “We continue to look for core insights. Bharat Matrimony is about people finding the right life partner and helping them with their happy married life.”

Speaking on the growth, Janakiraman says that Matrimony has been growing at 7% CAGR and the company is looking at accelerating its growth with the launch of new initiatives. The initiatives include MeraLuv, an exclusive dating app for Indian-Americans and even extending this to India with Luv.com which is scheduled to be launched in the next couple of months with Janakiraman stating, “This is not a dating site but a relationship site.”