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As part of the effort to make them feel safer, most apps subject men to a more stringent verification process including a double-check of marital status and assign them a higher ‘trust score’ if they provide a Linked In account and upload a government ID.

Woo, another dating app, ran a series of online sketches called Let’s Talk with real men divulging their aspirations and secrets–an attempt to make them relatable and normal.

Potential brides and grooms are categorized by region, language, religion, caste, language, horoscope—even status and annual salary.

Once the families agree, the horoscopes are matched, the families (including the girl/boy) meet and then work out the details.

Dating start-ups say the effort is justified because half of India’s 130 crore people are under 25, increasingly global and presumably open to shedding some reserve.

“India is going through a social revolution but young Indians, especially women, rarely get the chance to interact with people of the opposite gender outside of their college or work environments,” says Taru Kapoor, who runs Tinder India, the company’s only office outside the US.

More recently, Truly Madly aired a commercial called Boy Browsing, in which women reverse typical gender roles by giving guys the once-over. “We wanted to show people that a date’s just a date, it is not sex, it is not marriage—it is just clean, easy fun,” Bhatia says.

The app’s messaging doesn’t emphasize love or marriage– “No algorithm can promise that,” Bhatia says—but urges Indians to seek the connections they wanted.

“It does not reflect very well on Indian culture.” As a result, dating start-ups are treading carefully.

To suit Indians who prefer protracted conversations before meeting, the company added a library of animated GIFs.

Tinder’s first promotional video in India, released online earlier this year, featured a salwar kameez-clad mother offering style tips as her daughter gets ready for a date.

The message was clear: If mom approves, it must be OK. Even Mc Donald’s had to drop their signature beef burgers from their Indian menu.

Nikhil Singh Rajput, a 32-year-old Mumbai-based filmmaker who has been on several Tinder dates including one in Patna, a smaller city, said the apps would force Indian parents to eventually take a relaxed view of man-woman relationships in India. So also dating apps will have to Indianize and adapt to the social realities here.” Rajput’s own parents, whom he describes as conservative, don’t know he is on Tinder.

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