Popular dating app Tinder has made its first venture outside of the U.S. by launching operations in India. Tinder envisions the country as a new “core market” for its expansion.
As part of the launch, the dating service has also appointed Taru Kapoor as the head of its India operations, with its headquarters in Delhi. As a dedicated Tinder exec, Kapoor will oversee the local growth of the brand and drive user engagement.
Tinder first made inroads into India in 2013, finding immediate success amongst its growing, young urban population. Just two years later, India is now Tinder’s top market in Asia, reports Quartz. In the meantime, a raft of new dating apps have flooded the Indian market. Local Tinder rivals, such as TrulyMadly and Woo, have proven successful at discerning user needs, consequently providing serious matchmaking options for the country’s traditional milennials — many brought up within a culture of arranged marriages — instead of just hook-ups.
The increasing competition may have been the potential catalyst behind Tinder’s decision to set up shop in its biggest Asian market. “We have exciting plans for Tinder in 2016 and having Taru on board is a step towards making India one of our core markets,” Tinder founder and CEO Sean Rad told The Times of India.”Taru’s passion for Tinder and understanding of the Indian market makes us even more confident in our plans to expand in India.”
A Harvard grad and former Sequoia Capital India employee, Kapoor added: “Tinder is already the market leader here without significant … efforts in the past and the future potential here is astounding.”
Focussing on one of the largest populations in the world is a bold move for Tinder. Users outside of India can also benefit from the app’s expansion. If you’ve got access to the app’s premium Tinder Plus feature, you can set your location to India before travelling there — ensuring you make matches before you even set foot in the country. Additionally, the “traveling with Tinder” trend shows that the app is more versatile than first thought, allowing tourists to scout for local recommendations, or just create good, old-fashioned friendships with like-minded travellers.