For members of traditional South Asian communities, marriage—in Hindi and Urdu, shaadi—is the single most important event in life. To help unmarried South Asians find a suitable partner, Anupam Mittal, a Mumbai entrepreneur, launched the dating website shaadi.com, and it became so popular in the GTA that the company chose to open a satellite office in Mississauga last year.
Like Lavalife, match.com and other dating sites, Shaadi contains pages and pages of users’ profile pictures, interests and hobbies. But Shaadi bills itself as a site for people who want to marry, not a hangout for promiscuous daters, and it requires that its members indicate skin complexion and religion and caste—decidedly old-fashioned ideas that have created something of an image problem. Many of its members deny they use it out of embarrassment. And yet that hasn’t diminished the site’s popularity; 24,000 of the GTA’s 684,000 South Asians now use Shaadi’s services, including parents who set up profiles for their eligible children—a computer-age variation on the arranged marriage.
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