The company aims to break the stereotype created by traditional matchmaking sites where the profiles are usually accessed and managed by the parents.

MADHUMITA PRABHAKAR

Matches are made in heaven. A stereotypical view that most of us have heard umpteen times in our lives! Breaking this stereotype, is TrulyMadly, a modern matchmaking site, founded on February 14, 2014, by Sachin Bhatia, the former CMO and co-founder of MakeMyTrip, Rahul Kumar, former senior product manager at MakeMyTrip, and Hitesh Dhingra, co-founder of Letsbuy.com. The fundamental principle of TrulyMadly is to break the stereotype created by traditional matchmaking sites, in which the profiles are usually accessed and managed by the parents. It aims to be the matchmaking site for youth in their 20s.

Through its mobile app, users can register and begin their search for a suitable partner. To take care of the security concerns, it has a stringent verification process and strict privacy controls so that the interaction is credible and safe for compatible singles. The company recently received funding to the tune of US $ 5.5 million from Helion & Kae. It has over 1 million downloads (as of Aug 2015) and has around 40 per cent women users. The company has grown 10 times since January 2015.

Verification first: The company verifies all profiles and does matching beyond mere looks and location 

Photo Shoot: Its first marketing campaign, Breaking Stereotypes, identified common people who had broken stereotypes in their own small way, held a photo shoot and shared the photographs on social networking sites such as Facebook and Twitter. 

Video Campaign: Its Arijit Singh Music Video with Tiger Shroff and Kriti had good fan following online