The Hindu Business Line : Wedding sites find good match in consumer goods makers

IT'S not only `the singles' that matrimonial sites are wooing now. With soon-to-be-married couples and their families on the threshold of a spending spree, online matrimonial firms such as Shaadi.com and BharatMatrimony.com are luring household and consumer product companies onto their sites.

"Today, the Indian wedding industry is estimated to be over Rs 70,000 crore and about one crore couples get married every year. This soon-to-be married market segment is a marketer's dream, a ripe audience with a set-aside budget and the need for a wide variety of products and services — homes and furnishing, electronic appliances, white goods, cars, garments, jewellery, and investments," said Mr Anurag Gaur, Group Manager for Shaadi Times and Ad sales of Shaadi.com.

Within the consumer durables space, products such as refrigerators, washing machines and televisions are hot buys amongst those getting married.

"For instance, LG is talking to us for combination deals at special rates. Shaadi.com did not accept many advertisers till late last year but we soon realised that advertising revenues could supplement the subscription model," he said.

According to BharatMatrimony.com, its 1.5 million members are potential targets for consumer durable companies. "We launched an online Wedding Directory to facilitate members to exercise consumer choice across categories such as apparel, furniture, gift items, florist, jewellery, and tours and travel. This is a one-stop solution for consumers looking at wedding related services and products," said Mr Murugavel Janakiraman, CEO of BharatMatrimony Group.

The company is targeting revenues of around Rs 4.50 crore from the Wedding Directory concept. Of this, as much as 30 per cent to 40 per cent is expected to flow from consumer goods advertisements.

"Top two to three sites typically have a very large subscriber base. It makes sense for consumer goods companies to advertise on these sites as it enables them to reach out to focus groups. Even television and radio does not allow for such sharp focus on target audience. It is a far more intelligent way of marketing than sending spam mails," said Mr Atul Phadnis, Vice-President of media tracking agency TAM India.

The rates for advertising on these sites are cheaper than traditional advertising. For instance, a brand can advertise on BharatMatrimony.com's Wedding Directory for anywhere between Rs 18,000 and Rs 50,000 depending on the duration of the ad.

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