Paradise Regained: Tying the knot… again

Paradise Regained: Tying the knot… again
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First Published: Wed, Jul 04 2007. 07 59 AM IST
Updated: Thu, Jul 05 2007. 01 24 PM IST
New Delhi: Marriages we thought were for keeps. Look around and you will see just how many starry-eyed dreams have been shattered at the altar of matrimony. Divorces and separation are getting increasingly common. But does that mean that people are shying away from marriage in a classic case of once bitten twice shy?
Far from it, if you take cognisance of the fact that people do believe in love, companionship and yes, marriage too. Look at the success of a unique website, prophetically called, secondshaadi.com, from the aegis of Pahwa KBS.
So while statistics may indicate a steep and steady rise in marital breakdown over the years, research also indicates that remarriage, across age groups, is also on the rise.
While there are many marriage websites, SecondShaadi.com is the first Indian matrimonial site for those seeking remarriage. Logging on to a marriage site catering specifically to those who have been divorced, separated or widowed has been a need-based service as is evident from the high number of hits that the website has received within a fortnight of its launch.
Launched on 25 June by graduates from the Indian School of Business, Hyderabad, its success can be gauged by the number of hits it received within the first week and over 1300 profiles being posted for view. The team is now confident of having 1 lakh registered members over the next quarter.
About 85% of the profiles created are those of their target audience, namely, the urban or divorced population within the age-group of 35-55. “The genesis of the site is a combination of two observations. From a demand perspective, the number of people opting for divorce in Indian society has been shooting up, having almost doubled in five years. On the supply side, all existing matrimonial sites predominantly cater to the first marriage audience. Given this demand-supply mismatch there was a felt need for such a product,” said Ankur Warikoo, one of the founding members of SecondShadi.com in an e-mail interview with Livemint.
Vivek Khare, vice-president of Jeevansaathi.com, another marriage site, told Hindustan Times that the number of divorced people creating profiles on their site has increased two-fold last year. This certainly is a new trend that SecondShaadi.com is hoping to cash in on, catering exclusively to this niche segment.
“There is a lot of apprehension and hesitation in looking for a partner the second time. There are chances the person may be wary of trying the traditional means of selection. This is where we come in,” says Vivek Pahwa, the man behind the concept of SecondShaadi.com.
“It is not the usual slim, fair, convent educated, six figure earning salary profile that is sought by people here. Its more about making sure that the partner operates at the same wavelength, which I think is a far more mature approach towards marriage,” adds Warikoo.
Also, there is greater participation and ownership, since you steer the marital boat entirely on your own, controlling it through a communication process that is willed by the person who is controlling the mouse. With a growing base of registered users, chances are that the perfect fit might be yours for asking. And just in case things don’t work out again, you do know where to go back.
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First Published: Wed, Jul 04 2007. 07 59 AM IST