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Take the case of Sirf Coffee, which uses the "relationship management model", and launched in 2008.
Sunil Hiranandani, founder, insists that Sirf Coffee is not an online-dating service.
"The algorithm is based on an exhaustive research conducted by a team of psychologists who have derived a set of personality attributes responsible for a long term, successful relationship.
The site then matches profiles of people based on who they are, what they are looking for, instead of traditional matches based on caste or location." A site that caters to both Indians and NRIs, Sirf Coffee has a similar approach, and takes care not to identify itself as an online-dating service. Footloose No More claims to have 5,000 members, mostly from Mumbai and Pune; Delhi and Kolkata follow, and then Bangalore and Hyderabad.
Simply bringing international ideas to India has not been very successful.
According to Kumar, people in India want "more choice in their matchmaking decisions, but don't want to tell people - particularly their parents - that they are registered on dating websites." An online-offline hybrid That's why sites like Sirf Coffee and the others try to sell the idea of a mediated experience, instead of online dating.
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Indians might have a firm grasp on the idea of online matrimonial websites, but dating on the other hand is not something that a lot of people are comfortable doing, or even talking about, and the country doesn't really have many online dating sites.