Abstract 

The case on BharatMatrimony.com elucidates the business model of a matching platform, one that matches the users on one side with those on the other side. The case describes the entrepreneurial journey of the firm and its founder, elaborates on the business model, and its attempts at diversification. Key issues for discussion using this case include sustainability of the matching platform business model and identification of the specific industry conditions where such business models could be extended (and where it could not be).

Learning Objective  

This case is intended to be used in the IIMB courses on Strategies for Platform-Mediated Networks (SPMN), in conjunction with the Practo and Just Dial caselets. The BharatMatrimony.com case would set the tone for the typical matching platform business model.

1. To introduce three different types of platforms – matching platforms, transaction platforms, and info-mediation platforms.

To highlight the key characteristics of matching platform business models, and which contexts could one extend to build similar matching platform business models (and where one could not).