Bumble India’s user base has quadrupled since December 2018: Priti Joshi

Priti Joshi, Vice President of Strategy, Bumble, talks about the growth of the brand and how they are popularizing it in India

e4m by Tasmayee Laha Roy
Updated: Feb 6, 2020 8:45 AM

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Prithi Joshi, Bumble

Bumble brought together networking for business, friendship and dating together on one platform. Having crossed over 2 million user base in India, Priti Joshi, Vice President of Strategy, Bumble talks about the brand’s plans in India through collaborations with various industries such as entertainment, fashion, lifestyle, sports and tech. The app where Priyanka Chopra Jonas is one of the investors has recently tied up with Vh1 Supersonic to give the brand maximum exposure in India.

Joshi talks to exchange4media about the growth of the brand and how they are popularizing it in India.

Edited excerpts

How many countries are you present in? Which is your largest market?

Bumble is available in over 150 countries. We launched five years ago in the United States and the United Kingdom, and they continue to be key markets for us. We have exciting expansion plans in new markets over the coming years - but you’ll have to stay tuned to find out where we launch next!

Tell us about your plans for 2020? What is the next big disruption you are introducing in your segment?

We kicked off 2020 with the rollout of our integrated campaign, ‘Dating Just Got Equal’. The campaign aims to challenge the antiquated rules of dating by empowering women to make the first move in forging meaningful connections. As a part of the campaign, we launched three digital films centred around the brand’s value proposition of ‘Making The First Move’ and the underlying narrative of everyday equality in relationships. The campaign has been further amplified by a variety of out-of-home ads, quirky and engaging social content and influencer activations.

In addition to our campaign launch, we’re constantly working with inspiring and diverse brands, influencers and events to create a differentiated and culturally relevant value proposition for Bumble in India. We’re excited to announce our collaboration with one of India’s most popular music festivals, Vh1 Supersonic where we’re giving users the ultimate festival experience. We’re also deeply committed to making user safety our number one priority and investing heavily in product features and resources that reinforce this.

Tell us a little about the popularity of your offering in India? Who are your competitors? Do your users respect the boundaries between making friends, looking for partners and business?

It has been a great year for Bumble in India since our launch in December 2018. Over this last year, Bumble India’s user base has quadrupled to surpass 2 million users and one of our fastest-growing user segments is Gen Z. We’ve also seen that women in India are empowered and excited to take control -- they have made the first move over six million times on our platform and are sending twice the number of messages compared to women in the rest of the world. Furthermore, we’ve seen that 40 per cent of women in India use more than one mode on Bumble. This speaks to the power of the social network - and we’re excited to continue to support men and women as they experience each of Bumble’s modes- Date, BFF, and Bizz. Bumble is the first app of its kind - created by women for everyone – where women are empowered to make the first move and forge meaningful connections across dating, friendship, and business networking. India was the first market where we launched Bumble as a full social networking platform with three modes: Bumble Date, Bumble BFF, and Bumble Bizz - all within the Bumble app. Users set up a separate profile based on what they are looking for - a romantic partner, a platonic friend or a business connection. If for any reason a user is not respecting the boundary of the mode that they are in, we’ve made it very easy for users to block and report anyone who is behaving inappropriately. Bumble has zero-tolerance for bad behaviour in the app and we have thousands of moderators around the world working 24/7 to help ensure our community has support no matter the time of day.

How are you marketing yourself in the country? What is the kind of marketing mix you are using?

Our marketing strategy since launch has always been holistic and one that adopts a consumer-first approach to drive brand awareness and preference. In an effort towards achieving our mission, we’re constantly leaning heavily on establishing a consistent brand narrative across various offline and digital media touchpoints, along with leveraging data-driven performance marketing, influencer marketing, brand and content partnerships, and experiential activations. Since our launch in India, we’ve been curating an omnichannel media mix approach to our marketing campaigns—from driving reach and awareness through high impact offline mediums such as out-of-home to building engagement and preference through digital-first campaigns, brand partnerships, events, influencer and content marketing.

How are you monetizing your app? What are the kinds of brands you are working with?

We are a free premium app with the availability of premium features such as Bumble Boost, which lets you see everyone who has right-swiped you (your Beeline,) extend your matches by 24 hours and rematch with any expired connections. Additionally, users can purchase Bumble Coins, our in-app currency, which can be used to purchase features such as SuperSwipe or Spotlight. Spotlight is designed to advance your profile to the top of the stack to be viewable by more people instantly, while SuperSwipe lets you tell a potential match you’re confidently interested in them. Bumble is all about fostering healthy relationships across dating, friend-finding and professional networking. We are always exploring interesting collaborations with brand partners across various industries such as entertainment, fashion, lifestyle, sports, tech, and social good to name a few.

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