Matrimony.com's app for LGBTQIA+ hopes to offer safe, serious matchmaking

To register, govt ID a must; app also verifies user pictures to weed out fake profiles

When a young IT professional from Bengaluru complained to Matrimony.com, saying, “You serve the matchmaking needs of so many people in India, but when it comes to the LGBTQIA+ community, there is no serious platform,” its chief product officer, Saichithra Swaminathan, sensed an opportunity. 

Last month, roughly two years after that casual discussion, Matrimony.com launched RainbowLuv – a matchmaking and relationship app for the LGBTQIA+ community.

More than 45 gender identities and over 120 orientations are covered in this application, Arjun Bhatia, chief marketing officer (CMO), Matrimony.com, tells Business Standard. These include gay, lesbian, bisexual, transman or transwoman, intersex, and asexual.

But in