IITIIMShaadi.com: Can positioning support market expansion?

Abstract

With lots of grit and determination Mr Taksh Gupta launched a start-up IITIIMShaadi in April 2014 to explore matrimonial alliance among the alumni of premier educational institutes in India and abroad. After seven years of journey, the young entrepreneur had been looking for innovative ideas to catch the next leap by enhancing the growth rate of new subscribers and active members. It is expected that by 2025, India would see 10-12 million weddings each year. Assuming that a majority of these Indian weddings to be ‘arranged’ which may take the help of the online matchmaking portals, should IITIIMShaadi continue with its existing online model for the elite class? Or should the company ease its existing norms and follow a hybrid model? What should be the plan B for IITIIMShaadi to attract the rest of the market? Could positioning support market expansion?