“Keep thinking & keep implementing”

“Bharatmatrimony has many brand extensions due to continuous thinking of outsmarting competition,” says Murugavel Janakiraman of BharatMatrimony

by Deepa Balasubramanian
Published - Jun 25, 2012 6:33 PM Updated: Jun 25, 2012 6:33 PM
“Keep thinking & keep implementing”

“One of the biggest challenges is not to stop doing what you are doing, even if there are more failures than successes, because ultimately you will have only success along your path,” said Murugavel Janakiraman, Founder and CEO, BharatMatrimony.

Janakiraman was speaking on the topic: ‘From Communication to Commerce: Creating Successful Digital Brands’, at the Pitch CMO Summit 2012 – South, in Chennai on Friday.

He shared his experiences on how many of his ideas failed in building the brand, yet the company never gave up.

The website was started with just two pages – one for the groom and the other for the bride. Today, bharatmatrimony has forayed into regional websites such as sindhimatrimony, punjabimatrimony, marathimatrimony, etc. Lately, the company has also launched communitymatrimony and elitematrimony. Till there are many communities and sub-communities in India, Janakiraman finds his business flourishing.

He said that he kept the services paid from the very beginning. “In matrimony, we don't get life-long customers,” he said.

Initially, site features such as photo saving, horoscope matching, making contact details available to paid customers did not do very well.

He said that it was during the 2009 period, when the slowdown happened, that bharatmatrimony started doing very well. “And it was also a period when we moved on from vertical expansion to core expansion,” he said.

Today bharatmatrimony has 165 outlets and ranks amongst top 25 Android applications.

He said that gaining success was not easy. The company had to do a lot of on-ground events to create visibility. “We did matrimony meets, launched a desi magazine in different languages, but all this at that point in time led us nowhere,” he said.

The website for sometime had a feature, which Janakriraman thought will attract more people to join the website – Upload a dream via 'Dream Girl' application. This feature allowed users to upload their photograph, which then matched it with an actress, which looked alike. At present the website is simple.

The Economic Times was the title sponsor of the Summit. TV9 was the associate sponsor. The Summit was supported by Ad Club Chennai and Ad Club Hyderabad.

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