Skip to content 
Search

Latest Stories

Mother of dating apps?

tinder india seeks to be ‘parent approved’ route to matrimony

by Reena KumaR


The aunty network in south asian families has always been a trusted source of seeking out potential partners, but now In- dians are increasingly taking matters into their own hands by trying new dating apps.

Tinder has been available in India since 2014 and is often viewed as a hook-up-site, but a new advert featuring a mother who takes an avid interest in her daugh- ter’s love life is aimed at changing per- ceptions of the service.

The ad, which features the mum swip- ing right on her daughter’s phone as a profile pops up, has split opinion. So far, the video has notched up almost 520,000 views, and Indians have taken to social media to express their views.

On Facebook, users termed the com- mercial as sanskaari, which means virtu- ous in Hindi, because of the portrayal of the mother’s seal of approval.

Others, however, were more sceptical about whether it was a true reflection of what goes on in India, where dating openly is often not the norm.

One user questioned whether Tinder was the new Indian matrimony site.

“Did I pull a Rip Van Winkle and sleep through 100 years of mom evolution?” asked another dubious Indian.

Matrimonial sites like Shaadi.com are very popular due to the intended end re- sult of sealing the deal with a marriage.

The Tinder ad is an attempt by the company to change its positioning and tap into the huge Indian market.

The country saw a staggering 400 per cent jump in user numbers last year, and since last September, the amount of daily swipes has leapt from 7.5 million to 14 million. It was the most downloaded dat- ing app in India in 2015.

Male user Reem Belsare from Banga- lore, whose name has been changed, said: “India is still conservative when it comes to courtships. The unspoken rule is that you party while you can, but end up mar- rying someone of your family’s choice.”

Tinder user Preeti Sharma, who also asked for her name to be changed, explai- ned that “conservative culture takes a back seat when it comes to dating and flings. It is only when you have to take a girl home for marriage that all these rules apply.”

Taru Kapoor, the head of Tinder India, said the app allowed women to seek con- nections “without fear of unsolicited at- tention or judgment”.

She added that the video showed a “changing dynamic” in Indian culture.

“Like every generation, the youth today have adopted strong Indian values while at the same time creating new norms and rejecting the ones that do not fit any more in a shifting world order,” she said

“A mother catching a glimpse of her daughter’s Tinder notification is reflec- tive of the future of dating in India, where youth and parents are open and honest about dating.”

Some users were supportive of the idea behind the advert, despite not being completely convinced it reflected reality

“Refreshing move by Tinder India to reposition itself as a ‘parent approved’ dating app. Although quite wishful but I hope reality reflects this someday soon,” said a user on Facebook, while another added: “Apt representation of all those on Tinder with ‘No Hookups’ on their bio.. .

More For You

Air India flight crash
Air India's Boeing 787-8 aircraft, operating flight AI-171 to London Gatwick, crashed into a medical hostel complex shortly after take-off from Ahmedabad on June 12.
Getty Images

Air India crash probe finds fuel to engines was cut off before impact

Highlights

 
     
  • Fuel to both engines of the Air India flight was cut off seconds before the crash
  •  
  • A pilot was heard questioning the other over the cut-off; both denied initiating it.
  •  
  • The Dreamliner crashed shortly after take-off from Ahmedabad, killing 260 people.
  •  
  • Investigators are focusing on fuel switch movement; full analysis may take months.

FUEL control switches to both engines of the Air India flight that crashed shortly after takeoff were moved from the "run" to the "cutoff" position seconds before the crash, according to a preliminary investigation report released early Saturday.

Keep ReadingShow less
Chinese vessel tracked in Bay of Bengal after disabling identification system

The Indian Navy and Coast Guard have consistently reported Chinese research vessel presence. (Representational image: Getty Images)

Chinese vessel tracked in Bay of Bengal after disabling identification system

A Chinese research vessel was detected operating in the Bay of Bengal near Indian waters while attempting to conceal its presence by disabling its Automatic Identification System (AIS), according to a report by The Economic Times, citing French maritime intelligence firm Unseenlabs.

The French company conducted a 16-day satellite-based survey tracking ships through radio frequency emissions. It monitored 1,897 vessels, with 9.6 per cent showing no AIS activity, indicating attempts to avoid detection. The survey raised concerns amid increased Chinese activity in the region.

Keep ReadingShow less
Asian-inspired garden earns
five awards at Hampton Court

(From left) Malcolm Anderson (RHS, head of sustainability) Clare Matterson (RHS director general), Lorraine Bishton (Subaru UK and Ireland, managing director) Andrew Ball (director, Big Fish Landscapes) Mike McMahon and Jewlsy Mathews with the medals

Asian-inspired garden earns five awards at Hampton Court

BRITISH Asians are being encouraged to take up gardening by a couple who have won a record five medals at the Royal Horticultural Society’s Hampton Court Palace Garden Festival.

“It’s a contemporary reimagining of a traditional walled garden, highlighting the British and Irish rainforests,” said Jewlsy Mathews, who was born in Britain of parents from Kerala, a southern Indian state known for its lush vegetation.

Keep ReadingShow less
uk weather

Amber heat health alerts have been issued across several regions of England

iStock

England faces widespread heat alerts and hosepipe bans amid rising temperatures

Highlights:

  • Amber heat health alerts in place for large parts of England
  • Hosepipe bans announced in Yorkshire, Kent and Sussex
  • Temperatures could reach 33°C over the weekend
  • Health risks rise, especially for elderly and vulnerable groups

Heat warnings in effect as UK braces for another hot weekend

Amber heat health alerts have been issued across several regions of England, with temperatures expected to climb to 33°C in some areas over the weekend. The UK Health Security Agency (UKHSA) activated the warning at 12 pm on Friday, with it set to remain in place until 9 am on Monday.

The alerts cover the East Midlands, West Midlands, south-east, south-west, East of England, and London. Additional yellow alerts were issued for the north-east, north-west, and Yorkshire and the Humber, starting from midday Friday.

Keep ReadingShow less
Essex ladybird invasion

One of the largest gatherings was filmed on a beach at Point Clear

Dee-anne Markiewicz / SWNS

Swarms of ladybirds invade Essex coastline amid soaring temperatures

Highlights:

  • Ladybird swarms reported across Essex and Suffolk coastal towns
  • Hot weather likely driving the sudden surge in population
  • Sightings include Point Clear, Shoebury, Clacton and Felixstowe
  • Similar outbreaks occurred in 1976 during another hot UK summer

Sudden surge in ladybird numbers across the southeast

Millions of ladybirds have been spotted swarming towns and villages along the Essex coast, with similar sightings stretching into Suffolk. Residents have reported unusually high numbers of the red and black-spotted insects, particularly near coastal areas, with the recent hot weather believed to be a major contributing factor.

One of the largest gatherings was filmed on a beach at Point Clear, a village near St Osyth in Essex, where the insects could be seen piling on top of each other on driftwood and plants.

Keep ReadingShow less