People want to meet others offline, experience the magic of organic connections and unexpected encounters, says Chandni Gagalani, Aisle’s business head on the latest dating trends.
Tell us what’s going on on the dating front.
This year has been transformative for the dating scene in India. We’ve seen a significant shift toward purposeful dating and meaningful connections. Young Indians are moving away from casual dating and looking for more solid relationships. Our platform has always served those looking for long-term connections, and we are seeing a significant increase in interest.
Another trend that is close to my heart is the desire for serendipity. People want to meet others offline, experience the magic of organic connections and unexpected encounters. We are leveraging these trends to address the evolving needs of our users and provide a more holistic dating experience.
How was the year in terms of user growth and engagement?
We have seen consistent and significant growth this year, not just as an aisle, but as a home, with our vernacular offerings to various southern communities. We’ve shifted our focus from quantity to quality, prioritizing user feedback to find their ideal matches. Our sole focus is to create a community that fosters meaningful connections, leading to improved user activity, engagement, DAU (Daily Active Users), and retention.
So, what are your expectations for the coming year?
Looking ahead to the coming year, I think we will see a continuation of the trends we are already noticing. A key area is the hybrid model, which combines online and offline connections. We’ve actually launched something called Aisle Experiences, a series of thoughtfully curated events that bring together like-minded people with shared interests. We’ve found that maximum matches occur in similar interest groups, so we’re creating opportunities to form organic connections.
Another area of ​​focus for us is to expand our reach to the NRI markets and small towns, which are increasingly adopting urban behaviours. We’re also prioritizing quality over quantity, with features like our ‘For You’ section, which offers hand-picked, curated profiles tailored to personal preferences, interest groups, and personality traits. Our goal is to make it easy for users to find meaningful connections, without having to sift through countless profiles.
What insights have you gained regarding users and their behaviors and preferences regarding online dating in India?
Our latest user research has uncovered some fascinating insights. First, we are seeing an increase in empowered women entering the online dating space, making their own independent decisions about their lives, including choosing a life partner. Women are also traveling more and rely on dating apps to build meaningful connections in new cities.
Second, taboos surrounding dating are slowly disappearing, especially in urban areas. People are becoming more open about their dating choices and love stories, which is a welcome change.
Third, siblings emerged as a significant influence on our users’ dating decisions. They are encouraging their siblings to try our platform for meaningful relationships and long-term commitments.
Finally, we are seeing a growing demand for serendipity in dating. Users, especially women, want a hybrid experience that combines online and offline connections. To address this, we are using AI technology to improve our curation and provide a more women-friendly experience. We have also introduced features like sorting and filtering in the ‘Likes’ tab, which is free for our female users, to help them find their matches quickly and efficiently.
Women’s safety and privacy are critical concerns in online dating. What steps has Aisle taken to prioritize these issues and empower women on the platform?
As more women enter the online dating space, security and privacy are paramount. At Aisle, we’ve always prioritized robust verification processes, and now we’re taking it to the next level with AI-powered stealth verification and two-step curation. It ensures a safe and meaningful place for users to connect.
By focusing on long-term relationships and meaningful connections, we attract a like-minded audience that preserves the experience. Our community reports users with various objectives while maintaining a safe environment for women.
Interestingly, our users see our platform as a means of self-expression, exploring their dating lifestyles and expressing aspects of themselves. We’re using it to create a more human experience, avoiding superficial swipes and offering detailed profiles.
Our concierge feature is a game-changer, allowing users to view curated options in one place, saving time and meeting the sense of urgency of our millennial audience. By combining AI, virtualization and human connection, we are creating a unique experience that sets us apart.
So how do you plan to maintain your competitive edge in the market?
I think the key to staying competitive is to reflect the evolving needs of our users. Our goal remains the same: to help people find their partners, regardless of their ultimate goals. What’s interesting is that different age groups have different definitions of purposeful dating. For example, Gen Z users, who have recently entered the family group, are looking for meaningful connections without labels or pressure. They coined the term NATO, which means ‘not attached to the outcome’.
Millennials, on the other hand, have a greater sense of urgency and use features like our concierge to find matches quickly. To remain competitive, we need to cater to these diverse groups and their unique needs. We are expanding our reach to NRIs, creating differentiated experiences for the Indian female audience, and exploring the Tier 2 market.
By designing solutions that address specific needs, such as local language apps for women looking for partners within their communities, we can go hyperlocal and deep to stay competitive in the market.