Since 1922, ABP Group has been an established name in India. But as with every evolving industry, the media conglomerate has re-invented itself at every possible stage. The latest new venture is a platform for secured online matrimonial searches, abpweddings.com.
Online marriage search portals in India have been growing in popularity for quite some time, but consumer studies reveal a significant number of fake profiles on these sites. There have been instances of stalking, harassment and loss of money resulting from fraud by unverified members of these sites. The government has even created a panel dedicated to tracking these activities.
In response to growing demand for a trustworthy site that verifies the identities of its members, ABP Group launched ABP Weddings as the first and only matrimonial portal in India with mandatory photo identification required to initiate contact between members.
In this portal, those who put up a photo can search and be searchable. However, only those who adhere to the photo identification proof rule are allowed to be contacted.
The other distinctive feature is a “trust score” that allows members to rate the trustworthiness of other members. The member’s trust score increases when he or she submits documents supporting claims about education, employment, income, etc. and the documents are checked by the back-end team.
The trust score indicates the degree of document disclosure and hence increases the trust among the other users in the platform.
In this culture, parents are still the dominant decision makers regarding marriages; however, many of them do not access the internet regularly. ABP Weddings has leveraged the classified agent network to reach out to this segment of customers, and the response is very encouraging.
While the brand and reach of ABP has helped in establishing this newest venture, the unique proposition of establishing trust through photo identification and trust scores is making waves in the entire market.