Matrimony portals making serious efforts to counter rising tide of divorces, ensure lasting unions

Matrimony portals making serious efforts to counter rising tide of divorces, ensure lasting unions

BANGALORE: Online matrimony portals are adopting innovative measures to coach the young on living a happy married life, concerned that the rising tide of divorces across urban India could threaten their businesses.

From counselling services and free books on the dos and don'ts of a happy marriage to mailers and links to social media and blogs, they are making concerted efforts to ensure lasting unions for couples who meet online.

"Youngsters should not take online matrimony as a means to instant gratification as they do in other forms of e-commerce," said Gourav Rakshit, COO at Shaadi.com that has launched a series of online campaigns and counselling services at over 100 contact centres.

"We advise couples to take at least 6-9 months before they decide to tie the knot with someone they have met online," said Rakshit, who estimates about 20 million people use the portal.

Chennai-based Consim Info Pvt Ltd, which owns BharatMatrimony.com, is distributing 50,000 copies of a book that lays down the principles for a successful marriage and ways to sustain it.

http://economictimes.indiatimes.com/tech/internet/matrimony-portals-making-serious-efforts-to-counter-rising-tide-of-divorces-ensure-lasting-unions/articleshow/20768944.cms