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Corporate Strategy Case Study

Case Title: Fixing Indian Marriages Online

Publication Year : 2006

Authors: Shruti Khatri, Mridu verma

Industry: Internet and e-commerce


Case Code: COS0051P

Teaching Note: Not Available

Structured Assignment: Not Available

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In the traditional Indian society, marriage was considered as a relationship between families rather than just two individuals and the society did not prefer dating or free mixing of the sexes. Marriages arranged by families were thus the preferred form of marriage in the society. (BMC) whereas, was an Indian online marriage portal trying to preserve the sanctity of the institution of marriage while leveraging the power of technology and the Internet. The case discusses the Indian set-up, norms of the society, BMC’s business model and its growth strategies. It also focuses on the rising competition, changing Indian scenario and the scope of online portals.

Pedagogical Objectives:

  • To understand the cultural environment of India with respect to Marriages
  • To discuss the Business Model of
  • To discuss the growth strategy of
  • To discuss rising competition amongst various online Indian portals engaged in the business of Fixing Marriages Online.

Keywords : Indian Matrimonial market; Corporate Strategies Case Study; Marriages in India; desi match maker; Swayamvar; Veri profile;

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