In a world crowded with Tinder and Bumble, India-born dating site Aisle wants to be the ‘high-intent dating app› that has been built keeping Indian sensitivities in mind. In an exclusive chat, The Drum gets f ounder-chief exec Able Joe plan of the seven-year-old challenger brand as it gets on its journey to create relevant dating solutions for the Indian consumer.
The dating category truths
Dating in India is at an interesting cusp. Rapid urbanization coupled with large consumption of western programming by the younger population has meant many urban Indians are well acquainted with the concept of dating. And yet in India, the generation before millennials had never experienced classic old-school dating, so it is still a new phenomenon for a large universe.
Aisle’s Joseph points out: “An interesting outcome of this phenomenon has been that older generations did not have enough knowledge on dating etiquette to pass on to the next one.”
Another pain point in this space is establishing trust among female users. He adds: “A lot of women in India have had very unsavory dating experiences in the past, which means most are very cautious of the app they choose to find a match on.”
The Aisle solution: make a product fit for Indians
The cultural uniqueness makes India a complex market, even in categories such as love and dating. «How challenger Indian brand Aisle is trying to make dating locally relevant» weiterlesen