**New Dating Apps Gain Popularity in Tier-2 and Tier-3 Cities**
As dating apps like QuackQuack, Schmooze, and Aisle, which initially targeted India’s metropolitan areas, begin to gain traction in tier-2 and tier-3 cities, the landscape of online dating in India is evolving. While established platforms such as Hinge, Tinder, and Plenty of Fish have found success in urban centers, their reach in smaller cities has been limited, presenting a significant opportunity for newer entrants in the market.
According to Munish Vaid, Vice President of Digital Transformation & Technology at Primus Partners India, the trend mirrors the growth trajectory seen in India’s fintech and e-commerce sectors, which started in metropolitan areas before expanding into smaller regions. Vaid notes that companies breaking down language barriers are enhancing user confidence and comfort with these apps.
Manish Advani, Principal at Elevation Capital, highlights that global dating apps often overlook the unique cultural and contextual needs of Indian users. Elevation Capital invested $4 million in Schmooze in 2024, recognizing the potential for growth in this segment.
QuackQuack, founded in 2010, has shifted its focus from major cities like Delhi and Mumbai to a broader audience, with approximately 65-70% of its new users now coming from smaller cities. Founder and CEO Ravi Mittal reports that the platform is adding around a million users every 70 to 90 days, with over 38 million members overall. However, only 5-7% of users currently subscribe to premium services, which offer exclusive features and offline dating events.
Similarly, Schmooze, launched in 2021, initially targeted urban markets but has since expanded its reach across India. Co-founder and CEO Vidya Madhavan noted that many users from tier-2 and tier-3 cities faced access issues due to location restrictions. By making the app available nationwide, Schmooze has grown its user base to 3 million, with both urban and rural areas experiencing rapid growth.
The rise of dating apps in smaller cities indicates a shift in social dynamics and a growing acceptance of online dating across diverse demographics. As these platforms continue to adapt to the needs of Indian users, the future of dating in India looks promising.
**FAQ**
**Q: Why are dating apps becoming popular in tier-2 and tier-3 cities in India?**
A: Dating apps are gaining popularity in smaller cities due to increased internet access, changing social norms, and platforms that cater to local cultural needs, making users feel more comfortable engaging with these services.
