Anupam Mittal: The Visionary Who Revolutionized Matchmaking in India
In a country where tradition and technology often seem at odds, Anupam Mittal managed to merge the two seamlessly. He turned a long-established institution—arranged marriages—into a modern digital platform that has connected millions and changed the face of matchmaking forever. Anupam’s journey from a tech-savvy returnee to the mastermind behind India’s largest matrimonial service, Shaadi.com, is as inspiring as it is groundbreaking.
When Anupam Mittal returned to India after his studies and a successful stint in the US, he initially found himself immersed in the burgeoning world of web development. But it was a chance encounter with a local wedding matchmaker that sparked an idea. Seeing how outdated and limiting traditional matchmaking methods were, he realized the process was ripe for transformation. It wasn’t simply about finding someone a match; it was about providing choice, transparency, and convenience—qualities the industry sorely lacked.
Thus, in 1996, Anupam Mittal launched Sagaai.com. Back then, the idea of an online matrimonial platform was almost revolutionary. The Internet in India was still in its infancy, and trust in online services was minimal. To address this, Anupam initially focused on the NRI market. By targeting Indians abroad who sought matches within their own communities, he found a niche that provided early traction. But as the site gained attention, it became clear that “Sagaai” was too generic a name, and it didn’t convey the company’s true purpose. In 2001, the brand was reimagined as Shaadi.com, marking the beginning of a new chapter.
The early 2000s were a challenging time for Internet businesses in India. Connections were slow, online payment gateways were virtually nonexistent, and most people still relied on traditional matchmakers. Recognizing these hurdles, Anupam Mittal took an unconventional approach—he brought the online experience offline. By opening the first “Shaadi Center” in Mumbai in 2004, he provided a physical space where families could access personalized matchmaking services. This move not only bridged the trust gap but also helped cement Shaadi.com as a trustworthy, household name.
As the Internet became more accessible in India, so did Shaadi.com’s reach. By 2008, it boasted over 10 million members and had already facilitated one million marriages. The platform’s growth was fueled not just by its innovative approach, but also by Anupam’s commitment to brand building. From newspaper matrimonial ads to producing a television show on Star Plus, Shaadi.com expanded its influence across traditional and digital media. By 2011, the platform had over 20 million registered users—a staggering number for a service that once faced skepticism.
Anupam Mittal understood that simply gaining users wasn’t enough. The key to long-term success was engagement and retention. One of Shaadi.com’s most notable campaigns was the launch of the Facebook game “Angry Brides.” Beyond being a clever play on words, the game tackled the serious issue of dowry practices. The campaign not only earned widespread acclaim but also attracted 600,000 new users from 35 countries. By the mid-2010s, Shaadi.com had cemented itself as the dominant player in the market.
Of course, the path to the top wasn’t without challenges. As competitors like Bharat Matrimony and Jeevansaathi grew their market shares, Anupam Mittal doubled down on innovation. In 2016, he acquired a 25% stake in the Thrill Group, moving into the dating segment and appealing to younger, mobile-savvy users. He also introduced premium subscriptions and personalized matchmaking services under “Select Shaadi,” which further boosted user engagement and revenue.
These strategies paid off. By 2019, Shaadi.com had added 1.5 million new members and was seeing record sign-ups, with as many as 12,000 people joining on a single day. Today, the platform has a 40% market share, over 123 Shaadi Centers in 72 cities, and remains the market leader—27 years after its inception. It’s a testament not just to Anupam’s vision, but also to his adaptability and relentless pursuit of improving the user experience.
Anupam Mittal’s story doesn’t end with Shaadi.com. Over the years, he has invested in more than 200 startups and become a celebrated figure in India’s entrepreneurial ecosystem. As one of the most beloved Sharks on Shark Tank India, he continues to inspire the next generation of innovators. His journey is proof that with a clear vision, a willingness to adapt, and a relentless drive to solve real-world problems, one can achieve extraordinary success.
Anupam Mittal didn’t just build a platform—he transformed how a nation approaches one of its oldest traditions. By merging the age-old concept of arranged marriages with the power of technology, he created a service that’s more than just a website; it’s a cultural phenomenon. Today, millions of couples owe their happily-ever-after stories to Anupam’s bold vision and determination. For that, he deserves all the accolades and more.
