Guest Article: Rajasekar KS, GM, Marketing, Matrimony.com highlights the innovative marketing strategy adopted by BharatMatrimony to deepen trust with customers during the pandemic In an effort to leverage the high digital time of our audience during Covid-19 pandemic, we at BharatMatrimony launched many initiatives including new features and services, webinars for customers, branded videos on OTT, social media marketing during IPL and product explainer videos. Around 60 million Indian singles are looking for a life partner at any point in time and 10 to 12 million marriages take place every year. Of this, only about 8 million singles search online and that leaves a lot of scope for growth in the online matrimony category. Matrimony.com is the market leader in online matrimony with 60% of the market share. About 70% of those who register with us on BharatMatrimony and our other services are self-registered.  As consumers worked from home during the pandemic and were glued to news and digital, we enhanced our marketing investment and optimised our TV spend. More people turned online in their search for a partner, as marriage brokers, local wedding bureaus and friends were not active during this time, we stepped up our digital and social media marketing. Covid-19 was an opportunity for us as young professionals who worked from home found more personal time to start the search for a life partner. Those who had delayed marriage earlier due to career pursuits registered and since they were with family during the lockdown, it was easier to take conversations forward. We witnessed a 30% increase in registrations during Covid-19 on account of several measures taken in the past one year – including strengthening the leadership team, leveraging AI, analytics and enhancing the product.   Thanks to our technology and IT teams, one week before the lockdown, we were equipped with an internally developed mobile app to seamlessly deliver full services to our customers while working out of home. We launched a series of new services and features, in line with Matrimony.com’s focus on innovation and enhancing user experience. To help customers connect with each other and move their matchmaking conversations forward during the lockdown, BharatMatrimony launched free video calling. Seeking to help thousands of couples whose weddings have been delayed by the lockdown, BharatMatrimony launched a platform "Home Weddings", on MatrimonyBazaar, to provide the entire range of Covid-Safe wedding services at the doorstep. Other services include:

• BharatMatrimony “Prime” - a membership service that offers 100% ID verified profiles
• “Who Can See Me” feature that gives members complete control of who can see their profile and contact them
• Unique “SecureConnect” feature which helps members receive calls from prospects without revealing their mobile number