India’s Matrimony.com launches RainbowLuv App to promote LGBTQIA+ Matchmaking

Rainbowluv App

Indian matchmaking site Matrimony.com Ltd has launched a new app, Rainbowluv aimed at members of the LGBTQIA+ community, the company announced on Tuesday, as it expands to cover a broad social group.

The company expects an addressable market of around 11-13 Mn for the Rainbowluv app, it quoted in a statement, although there is no official data on India’s LGBTQIA+ population.

The app includes more than 45 gender identities, 122 orientation tags, and 48 pronouns, and would require members to register with government-issued identity cards to ensure safety.

Arjun Bhatia, CMO of Matrimony.com, said, “When it comes to serious matchmaking, the LGBTQIA+ community has been largely underserved, and we wanted to provide a safe and trusted platform for them.”

India’s highest court lifted the colonial-era same-sex ban on September 6, 2018, to improve the rights of the country’s LGBTQIA+ community, but same-sex marriage has no legal sanction.

With the launch of Rainbowluv, Matrimony.com, which competes with Shaadi.com, will also support apps like Grindr and As You Are.

Matrimony, which owns and operates about 300 marriage-related services, earlier this year launched Jodii, an app that covers nine regional languages ​​to reach more countries.

Its suite of services helped the company achieve 14% growth in paid subscribers in the first quarter of fiscal year 23, Matrimony.com reported last month.

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