He reckons these companies will have to devise a long-term plan for survival, saying, “Dating apps are a top 10 city phenomenon in India, just like ecommerce apps.The success of these apps will come from the number of authentic female profiles on the apps and how much time users spend on these apps.” But investors remain bullish.That said, the best may well be yet to come, say some founders, especially with the surge in language-first internet users expected over the next few years.This will also help dispel an industry myth of sorts — that online dating is a ‘top 10’ market phenomenon.Companies lose revenue since repeat orders make money.Now, a successful failure is when Raj meets Simran, they date brief ly but things don’t work out and both come back for more.Happn is focusing on Hyderabad, Pune, Jaipur and Lucknow beyond the big cities.Just less than half of Truly Madly’s business is from smaller towns too.
Five years down the line, there is some evidence these companies might be earning money.
Truly Madly, for instance, claims that 40% of its users come from outside the top 10 cities.
This could include the likes of Guwahati, Visakhapatanam or Raipur — a mix of student towns and socalled tier II-III cities. LOVE KNOWS BOUNDARIES “Even though we have broken even, the numbers haven’t grown significantly.
i Crushi Flush owes 65% of its traffic volumes to tier II towns like Ludhiana, Surat and Indore.
“Tinder is a tier I phenomenon, whereas we have penetrated beyond the big cities,” says Amit Vora of i Crushi Flush.