What does it take to capture hearts in a sea of swipes? With dating apps drawing 381 million users globally in 2023—and forecasts pushing that to 452 million by 2028—the competition is fierce (Source- Statista). Nowhere is this more evident than in India, the second-largest market for dating apps, where close to a quarter of the world’s online dating population hails. As smartphones and affordable internet continue to connect the nation’s vast, diverse population, dating platforms must go beyond the swipe. Success in India demands bold, mobile-first strategies that resonate with the culturally rich and tech-savvy demographic.
India’s Growing Love Story: The Rise of Dating and Matrimonial Apps in a Mobile-First Market
India has quickly become a key player in the global dating app market, making up a quarter of the global user base, with dating services industry revenues expected to reach $403 million (Rs 2,700 crore) in 2025. Its matrimonial app market is also projected to reach US$299.9 million by 2025 (Source- Statista).
India boasts approximately 1.2 billion smartphone users as of early 2025, a figure that has surged due to decreasing costs and more affordable internet services. As smartphones become ubiquitous, mobile dating and matrimonial platforms are increasingly the go-to solutions for connecting with potential partners. The surge in digital dating in India is also being fueled by the younger generation, who are more open-minded and willing to explore new ways of finding love, alongside the rise of affordable internet access. India’s online matrimony marketplace has also grown drastically, driven by the changing societal attitudes towards online matchmaking. Popular dating and matrimonial apps in India, such as Tinder, Bumble, Shaadi.com, Jeevansathi, and Bharat Matrimony, reflect India’s evolving relationship landscape, offering users a wide array of options tailored to personal preferences and relationship goals.
However, India’s dating and matrimonial app landscape is evolving beyond mainstream apps, witnessing a surge in niche and community-based platforms such as iOS-centric apps like Raya, interest-based platforms like Turn Up, Jalebi for Gen Z, and even those catering to dietary preferences (Gluten-free Singles, Veggly) or community ties such as Neetho for Telugus.
Even though navigating cultural sensitivities around relationships and practices like traditional arranged marriages still remains, the potential for the growth of these two dating app segments in India is immense, especially considering the unique cultural aspects in play. Widespread cultural and social acceptance of dating and matrimonial services, regardless of medium, makes the transition to a mobile-first dating services market all the smoother, with heaps of potential just waiting to be realized.
Winning Hearts with Mobile OEM Advertising in India
Mobile OEM (Original Equipment Manufacturer) advertising connects apps with major device manufacturers like Vivo, Xiaomi, Samsung, OPPO, Realme, and OnePlus, ensuring direct visibility on smartphones. As mobile devices dominate daily life in India, OEM advertising ensures dating and matrimonial apps are present where users spend most of their time — directly on their smartphones.
By bypassing traditional app stores, it offers Instant Accessibility (apps are seamlessly integrated into devices, eliminating the friction of discovery and download from crowded app stores), Enhanced Credibility (Pre-installed apps are often perceived as more secure and trustworthy due to their association with reputable manufacturers, which is especially important for dating apps where trust is crucial) and Global Reach (OEM partnerships target diverse regions and demographics, particularly in markets where app store competition is fierce or access is restricted).
Through collaborations with specialists in OEM on-device user acquisition, these two category apps can stand out in an increasingly crowded digital landscape by capturing attention, simplifying onboarding, and fostering long-term user connections.
With OEM advertising leading the way, alternative app stores further expand opportunities.
Discovering New Connections: The Power of Alternative App Stores in India
Alternative app stores, such as Vivo’s V-Appstore and Xiaomi’s GetApps / Mi App Store, offer apps a valuable route to reach users in India, where Android devices dominate, giving apps an opportunity to stand out and reach users more effectively. By leveraging these app stores, dating, and matrimonial apps can reach new audiences and thrive in a competitive global market, especially as regional markets like India continue to grow and evolve.
Overcoming Dating App Challenges with Mobile-First Strategies
Dating apps face distinct challenges, but mobile-first strategies can help address them effectively:
- Standing Out in a Crowded Market: OEM advertising ensures apps gain visibility directly on users’ devices, cutting through the noise of traditional app stores and gaining immediate attention.
- Building User Trust: Pre-installed apps and promotions via trusted OEM platforms enhance credibility, which is essential in the dating app space where user trust is paramount.
- Reaching Untapped Markets: Alternative app stores offer expanded access to tier II and tier III towns and cities with high Android penetration in India.
- Lowering Acquisition Costs: Advertising on OEM platforms and alternative app stores provides a cost-effective alternative to mainstream marketing channels, lowering user acquisition costs.
- Simplifying Onboarding: OEM integrations reduce friction in the user journey, making it easier for users to discover and engage with dating apps.
- Targeting Users Based on Deterministic Targeting, Appographic Targeting, and Behavioral Targeting: OEM platforms enable more precise targeting through first-party data, including demographics, app usage patterns, and behavior.
- Gender-Specific Targeting: OEM first-party data enables more effective gender-based targeting for personalized campaigns.
These strategies help dating and matrimonial apps tackle their unique challenges, promoting growth in the Indian market, increasing user engagement, and ensuring long-term success.
Sealing the Deal: Why Mobile OEM Strategies Are Essential for Dating App Success
In India, where these two app markets are rapidly growing and diverse, OEM advertising and alternative app stores help apps stand out and connect with users across both cities and towns.
Partnering with global app growth marketing companies specializing in mobile OEM advertising can help brands simplify onboarding, build trust, and drive user acquisition with mobile-first strategies that are specifically tailored to India’s dynamic market. In a rapidly evolving digital landscape, these strategies are key to long-term success and staying ahead in the competitive world of online dating and matchmaking.
