By Naman Ramachandran. Netflix launched in India in , and homegrown commissions became available from in a market that thrives on local fare. They were replaced eventually by Monika Shergill in , who joined existing director of originals Srishti Behl Arya. The same year, the Los Angeles-based Mundhra pitched her idea for an Indian dating show with a global-facing matchmaker to Netflix in the U. Over in India, Netflix — trailing behind turbocharged local streamers and global rival Amazon Prime Video — was trying to grow its customer base by trialling cheap subscriptions. The clients, all of Indian origin, are based in India or the U. Organised Chaos fixer Ricky Saxena contacted some matchmakers over late and early to shortlist them for the show, but Taparia remained their first preference because Mundhra was already familiar with her. Throughout this process, the Netflix India office was not involved. Inevitably, criticism followed, with the show being accused of not being inclusive enough, and promoting casteism.
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Now available to stream, the series follows Mumbai-based matchmaker Sima Taparia as she painstakingly works with singles and their families in India and America to find desirable mates for marriage. One client, New Jersey-based event planner Nadia, wonders if her Indian-ness will come into question because of her Guyanese heritage. With the global reach of Netflix, Mundhra saw an opportunity to present a look at dating and relationships through the very specific lens of the South Asian experience that would reach a wide audience.
That we have all sorts of different backgrounds, different ideals and ideologies. I think you can sort of learn a lot just from the examples and the specific journey of the participants. Mundhra ultimately met her now-husband in graduate school.
The streaming service’s latest dating docuseries, Indian Matchmaking , however, takes a completely different turn away from testing out social experiments to creating lifelong relationships. The show follows matchmaker Sima Taparia as she helps South Asian singles and their families navigate love with the help of face readers, astrologers, and life coaches.
Series creator Smriti Mundhra said that the show originally reached out to all of Taparia’s clients to see who would be interested in filming their experience, according to the Los Angeles Times. Twelve people initially agreed, but after six months of filming, only eight participants made the final cut.
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Indian Matchmaking is a Indian documentary television series produced by Smriti Mundhra. Indian Matchmaking was released on July 16, , on Netflix. Mundhra named the casting the biggest hurdle of the show, going through a client list of families and calling to see if they were willing to be on camera. Mundhra also noted that the series initially started with about a dozen singles but with some that “fell off” during production. The show received mixed reviews between critics and social media users.
In addition to showing ” classist ” and ” casteist ” stereotypes, the show was criticized for whitewashing the idea of arranged marriages. The Los Angeles Times followed up with the couples appearing on the show and reported that they are not together anymore. From Wikipedia, the free encyclopedia. Entertainment Weekly. Retrieved The Hollywood Reporter.
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Why Wasn’t Netflix India Involved in ‘Indian Matchmaking’?
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The same year, the Los Angeles-based Mundhra pitched her idea for an Indian dating show with a global-facing matchmaker to Netflix in the.
Aditi Mendiratta’s biggest worry as she’s swiping left and right is hiding the smartphone notifications that read “Congratulations! You have a new match” from her parents. Mendiratta is one of hundreds of thousands of young Indians nervously exploring online dating apps — and breaking with India’s centuries-old traditions governing marriage and social conduct. The dating app market has exploded in recent years, with more than a dozen companies operating in India and more than a million smartphone users who have downloaded at least one of them.
The success of social dating apps may be somewhat surprising in India, a deeply conservative country where arranged marriage is still the norm and marrying outside of one’s religious or ethnic community is often frowned upon. But youths raised during an era of economic growth and modernisation are eagerly embracing Western ideas, and increasingly willing to risk scandal to do so.
App developers are seizing on what they see as enormous potential in India, where half of the 1. Indian companies are coming up with home-grown dating apps to compete with imports like Los Angeles-based Tinder. But because dating is still widely seen as a social taboo in India, “it is very difficult to get girls in India to start using a dating app,” said Sachin Bhatia, co-founder of India’s TrulyMadly.
Success also requires navigating extra security concerns, developers said. India has been roilled in recent years by a series of high-profile cases of gang rape and violence against women, leading to front-page headlines and stricter laws on women’s safety. They like to join an app where they can be sure that you will not have married men, stalkers or folks like that. His company includes special features to reassure women the company has their best interests in mind.
Which Couples From ‘Indian Matchmaking’ Are Still Together In 2020?
Throughout the debut season of the Netflix series, she meets with South Asian singles and their families to help finesse their romantic futures, and even calls on face readers, astrologers, life coaches and fellow matchmakers for assistance. Twelve initially agreed to take part in the modern twist on traditional arranged marriages, and after more than six months of filming as many first dates as they could, producers included eight participants in the final cut.
Many of the storylines wrap up with a hint at happily ever after. But did these couples last? The Times checked in with each of the arranged matches via email to see if the couples remained together. Jagessar, a New Jersey event planner, previously had trouble dating because her family is from Guyana.
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The success of Tinder in India has encouraged several Indian entrepreneurs to try their luck at matchmaking. Much of this success can be attributed to changing social norms in urban India, a huge population under the age of 30, and the willingness of Indian entrepreneurs to tailor their products according to the needs of young men and women in the country. It was in that Tinder—the Los Angeles-headquartered location-based dating app—made inroads into the country, and became an instant hit among legions of urban youngsters.
Still, many—including Woo—count their success in terms of relationships that culminate in wedlocks. In the last few months, dating apps have started spending a lot of money on TV—similar to the kind of marketing storm that was unleashed by e-commerce firms in the last few years. Woo—which marketed itself through print and radio campaigns when it launched last year—released its first television commercial in August
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Leading dating app Woo forges ahead in the online dating space by acquiring DUS, a Los Angeles-based dating app focused on the South Asian community.
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Netflix’s ‘Indian Matchmaking’ hints at happily ever after. Did the couples last?
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Hundreds of thousands of young Indians are nervously exploring online dating apps, breaking with India’s centuries-old traditions governing marriage and social conduct. The dating app market has exploded in recent years, with more than a dozen companies operating in the country and more than a million smartphone users who have downloaded at least one of them. Mendiratta is one of hundreds of thousands of young Indians nervously exploring online dating apps – and breaking with India’s centuries-old traditions governing marriage and social conduct.
In this June 11, photo, Indian girls take a selfie at a party hosted by “TrulyMadly,” one of India s online dating apps in Gurgaon, India. In this June 11, photo, an Indian girl checks her mobile phone at a party hosted by “TrulyMadly,” one of India s online dating apps in Gurgaon, India. The dating app market has exploded in recent years, with more than a dozen companies operating in India and more than a million smartphone users who have downloaded at least one of them.
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