Shaadi.com
India's best-known online matchmaking platform, pairing singles for marriage.
Founded
1996
HQ
Mumbai, India
CEO / MD
Anupam Mittal (Founder & CEO)
Employees
~1,000-1,500
Ownership
Private (People Group)
Industry
Internet / online matchmaking
What they do
Shaadi.com is an online matrimonial and matchmaking platform that helps people find life partners through profiles, filters, curated matches and assisted services. It spans a free base tier and paid premium memberships, plus concierge matchmaking (Shaadi services) and offline touchpoints.
How they make money
Freemium subscriptions. Most revenue comes from paid memberships and premium plans that unlock contact and visibility, plus higher-priced assisted and concierge matchmaking services. Scale on the free side feeds paid conversion.
Why it's interesting for a marketer
Matchmaking is a high-emotion, high-stakes, low-frequency purchase - a rare lab for trust-building, funnel conversion, and monetising intent. The MT-Product role sits exactly where user psychology meets paywall design. If you like growth loops and pricing and packaging experiments, few Indian consumer-internet products are richer.
Products & services
- • Core matchmaking platform (web and app)
- • Premium and elite membership tiers
- • Shaadi assisted / concierge matchmaking
- • Community and regional matrimony sites
Market position
A pioneer and category leader in Indian online matchmaking, with a strong, trusted brand across regions and communities.
Scale
A large, long-established consumer-internet brand with millions of registered users across India and the diaspora.
Founded
1996
Founder
Anupam Mittal
Group
People Group
Model
Freemium subscriptions
Recent developments
- → Continued investment in app experience, AI-assisted matching and trust/safety features
- → Premiumisation through elite and assisted matchmaking tiers
- → Founder Anupam Mittal's high public profile (Shark Tank India) strengthening brand pull
Culture & reputation
Consumer-obsessed and brand-led, blending old-economy trust with a product-and-data mindset. Entrepreneurial, founder-driven and marketing-savvy.
Strengths
- • Pioneer brand with deep trust
- • Large user base across communities
- • Strong founder and marketing pull
Weaknesses
- • Mature core matrimony market
- • Monetisation pressure from free alternatives
Opportunities
- • Premium and assisted matchmaking
- • AI-driven matching and safety
- • Diaspora and regional expansion
Threats
- • Bharat Matrimony and Jeevansathi
- • Dating apps shifting behaviour
- • Changing attitudes to arranged matchmaking
Why join (as a fresher)
- • Work on a real consumer product at scale, with tangible impact on people's lives
- • Strong brand and founder pedigree to learn product, growth and monetisation
- • Exposure to freemium conversion and lifecycle marketing at scale
“Why Shaadi.com?” - starter answer
“I want to build products that touch millions of real users, and Shaadi.com sits at that intersection of a trusted consumer brand and a genuine product and monetisation challenge. Learning freemium conversion, lifecycle marketing and match quality at scale, under a founder-led, marketing-savvy culture, is exactly the grounding I want early in a marketing career.”
Pro tips
- Use the product before the interview - create a profile, hit the paywall, and note exactly where friction and trust cues appear. Interviewers reward candidates who cite specific screens.
- Prepare a metric tree for a matchmaking business (registrations to profile completion to interests sent to accepts to premium conversion) and anchor every case answer to it.
- Brush up on SQL basics and be ready to explain a recommendation system in plain English - the Technical Interview exists because of the engineering eligibility bar, and they will use it.
- Know the competitive map (BharatMatrimony, Jeevansathi, and dating apps moving into serious relationships) and hold a one-line view on how Shaadi.com defends its position.
Eligibility (as listed)
BTech/BE (CSE/IT/ECE only)
Role(s) offered: MT -Product
Profile AI-drafted on 25 Jul 2026 from public knowledge - verify time-sensitive facts before your interview. · Careers page
Prep guide compiled from the PGDM 2026 campus placement list. Company facts are for orientation - verify time-sensitive details (leadership, numbers, recent news) before your interview. Questions are illustrative of each round, not a leaked question paper.