Best printers for Home

Best Mixer Grinder

Best wired Earphones

Best 43 Inch TV in India

Best Wi Fi Routers

Best Home Theatre in India

Smart Watch under 5000

Best Laptops for Education

Best Laptop for Students

<ul><li><keyword id="9648465" type="PERSON" weightage="20" keywordseo="sima-taparia">Sima Taparia</keyword> from Mumbai is back and she’s telling fortune again. This time, it is with <keyword id="8681398" type="UNKNOWN" weightage="20" keywordseo="Urban-Company">Urban Company</keyword> and the audience is loving it.</li><li>Tarun Menon, Director Marketing, Urban Company takes us behind the platform's latest influencer marketing campaign with Sima Taparia, shares the thought behind partnering with her and larger goals for this year.</li></ul>Last year, Netflix's Indian Matchmaking introduced India and the world to ace matchmaker Sima Taparia and she quickly became one of the most talked about character from a reality show. The first season ended in July 2020 but the audience hasn’t stopped stanning over Sima Taparia yet. Sima gained instant popularity among millennials and Gen Z and never faded away from the news cycle. Over the past year, brands like Burger King, Tinder, Asian Paints flocked to partner with the internet sensation, who recently starred in Big Boss OTT. Meanwhile, brands are still not over her. Recently, she featured in a campaign for home service and grooming platform, Urban Company. Before Netflix renewed Indian Matchmaking for season 2, Urban Company’s Align your Stars campaign with Sima Taparia generated a lot of chatter on social media. It helped the brand garner 4.5+ million views in less than a week. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> Telling us why Sima was the perfect match for this campaign, Tarun Menon, Director Marketing, Urban Company said, “Sima enjoys cult-like status and is best known for matchmaking based on the stars. She was one of the most talked about people online in 2020. It was a punt – to see if the choice of influencer and content could drive engagement for the campaign.” “The videos themselves have been well received across social media with people relating, reacting and engaging with the content - and has given us learnings to bake into our next campaign,” added Menon. Its marketing objective was to create buzz ahead of the launch of Big Home Rush, an Urban Company sale property. To further spread awareness around its discounts and gain new customers, Urban Company partnered with 14 different young influencers such as Kusha Kapila, Vishnu Kaushal, Mallika Dua, to mention a few, to create content for each zodiac sign. The underlying message of each piece was to encourage consumers to join Urban Company’s Big Home Rush sale. Launched in January 2021, the Big Home Rush sale has become extremely popular with consumers. Even in the ongoing second edition, the company has already delivered close to 500,000 services, witnessing high demand from cities such as Mumbai, Delhi, Chennai, Pune, Bengaluru, and Hyderabad and more. Sharing why it chose influencer marketing to promote its sale, Menon said, “With other media formats driving awareness, the influencer leg sought to create engagement and conversation around the sale, in a way that’s native to the platform (Instagram). We’d observed that in the last 2 months, sun-sign based content was growing in volume, engagement and traction - as people tag their friends and conversation flows organically.” Before Sima Taparia, Urban Company’s partnership with yesteryear’s TV stars such as Rupali Ganguly as Monisha Sarabhai and Komalika also received a positive response from its audience. The idea behind casting such a unique set of stars, from Sima to Monisha, was to find women who can express shock and help open a door for them in the regional markets. “These content pieces were part of a larger campaign for Salon Classic - a newly launched category that offers salon quality services at unbelievable prices. Our intent in partnering with influencers and content creators was to integrate the key message - salon services at unbelievably low prices - into content &amp; culture. It made sense to partner with influencers best known for expressing shock – Hindi TV celebrities with a cult following for the roles they play. We further extended this concept to regional TV artists as well, to build relatability for regional audiences. We are looking to attract new customers and engage existing consumers through this campaign,” shared Menon. Due to the global pandemic, Urban Company has seen an uptick in the demand for home cleaning and hygiene services as people are becoming more health-conscious. The app had become quite popular for its home repair and salon services before the pandemic broke out. However, people have been wary about letting outsiders inside their homes lately. Urban Company rose to the challenge and tweaked its marketing strategy. It started communicating every day about the changes it introduced in its services and updated its audience regularly about the number of employees vaccinated. It tweaked its logo across platforms to convey the importance of social distancing and wearing a mask. Apart from that, it realised that people are looking for a lot of DIY videos to make the best of their time. Therefore, it started uploading beauty and wellness video tips to help its consumers surf through the challenges they are posed with. It is also conducting live sessions to engage with its consumers. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Telling us how the company has tweaked its larger marketing strategy after the pandemic to win consumer trust, Menon shared, “We focused on communicating every day about the changes we introduced in our services and SOPs. For example, we completely reimagined certain services, such as threading, to ensure low contact with consumers. For threading, our Beauty experts now wrap the thread around their neck, instead of pursing it in their mouth. We launched extensive campaigns to build communication on our safety protocols and how the Urban Company experience has been reimagined for delivering safe and hygienic services. Our ‘<keyword id="11886690" type="UNKNOWN" weightage="20" keywordseo="uc-safe">UC Safe</keyword> Salon campaign’ included TVCs featuring Neena Kulkarni and Shweta Tiwari aimed at communicating the safety of Urban Company’s salon at home services. More recently, in May ‘21, we ran an extension of the UC Safe campaign, highlighting how over 75% of our service professional base is now vaccinated.” Home services sector in India is largely unorganized and Urban Company is one of the few companies that is formalising it and despite being in the business for 7 years, Menon says that they are still just getting started. Sharing his larger goals for this year, Menon said, Our focus areas will be to increase market share in existing markets and increase penetration in new cities. In the past 2 years, we have expanded to 30 cities in India. Our goal is to be present in the top 100 cities over the next couple of years.”

It's a match: When Sima Taparia met Urban Company and helped the brand gain over 4.5 million+ views in less than a week

<ul><li>The process of matchmaking in India has evolved and how people look at the entire process has changed drastically.</li><li>It is no longer something that parents are forcing their kids into as more and more singles are taking an active interest in the entire process.</li><li><keyword id="9538693" type="PERSON" weightage="20" keywordseo="adhish-zaveri">Adhish Zaveri</keyword>, Director – Marketing, <keyword id="260777" type="COMPANY" weightage="20" keywordseo="shaadi-com">Shaadi.com</keyword> busts a few myths that have always been associated with the <keyword id="9812959" type="UNKNOWN" weightage="20" keywordseo="matchmaking-process">matchmaking process</keyword>.</li></ul> If you have watched <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>’s show, <keyword id="9578486" type="LOCATION" weightage="20" keywordseo="Indian-Matchmaking">Indian Matchmaking</keyword> and flinched every time someone said on the show that marriage for a woman is all about them compromising, we have some good news for you. A recent survey by matchmaking portal Shaadi.com has busted a lot of the myths that the show propagated, the biggest of which is, close to 83% women don’t want to compromise when it comes to finding the perfect partner. The show which charts the matchmaking process of ‘<keyword id="9648465" type="PERSON" weightage="20" keywordseo="sima-taparia">Sima Taparia</keyword> from Mumbai’, holds on to a lot of stereotypes like singles are still very concerned about the age they get married in (which means there is a particular age you should definitely be married by), or that the only way of finding that perfect partner is by being ‘flexible and compromise’. However, according to the findings of the survey, women are now looking for compatibility more than anything else. The women of today know what they want and would like to marry someone that meet their preferences. <div type="image" title="Survey_Infographic" msid="77715793" hostid="261"></div> Moreover, while matchmaking is still a family affair in India, the survey also revealed that singles are increasingly taking control of this journey. Reflecting in the member split on the platform, 70% profiles are created by the people wanting to get married and 30% are created by parents. We recently caught up with Adhish Zaveri, Director – Marketing, Shaadi.com who gave us deeper insights into the survey and spoke to us about how the process of matchmaking has evolved over the years. Watch the conversation here: <div type="Video" msid="77715779" hostid="261" title="Adhish Zaveri of Shaadi.com tells us how matchmaking has evolved" dataSource="BUSINESSINSIDER" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=77715779"></div>

Despite what Sima Taparia from Indian Matchmaking told you, for 83% women finding the right match is about compatibility and not compromise: Survey

Adhish Zaveri of Shaadi.com tells us how matchmaking has evolved

<ul><li>The RBI is looking to beef up its gold reserves, and this may come as good news for shareholders of India’s largest gold lenders Muthoot Finance and Manappuram finance. </li><li>The share price of the private lenders Muthoot Finance and Manappuram Finance also reflected the same optimism as both the companies’ shares have rallied over 9% and 2% in the past one week.</li><li>According to Amit Jain from Ashika Wealth Advisors, “the increasing gold prices will be an advantage for the gold lenders as the collateral gets strong and they are more secure.”</li><li><a href="https://www.businessinsider.in/">Check out the latest news and updates on Business Insider.</a> </li></ul>Gold prices are soaring, the Reserve Bank of India is pushing for more cash in the system to increase lending, the government’s partial credit guarantee scheme has offered additional comfort, and to top it all up, there are reports that the Indian central bank may add more yellow metal to its reserves and that could lead another rally in gold prices. If Sima Taparia, the<a href="https://www.bbc.com/news/world-asia-india-53499195"> famed matchmaker from Mumbai </a>who hit stardom with Netflix’s Indian Matchmaking, were to describe the situation, she would say “the stars are aligned perfectly” for Muthoot Finance and Manappuram Finance, two companies whose primary business is to lend against gold mortgaged with them. The two companies give out 70% of all the gold loans in the country. “Movement in the gold price has a direct impact on gold lender business, an increase in gold prices improves the value of collateral thereby reducing the LTV ratio and possibility of principal loss,” Jaikishan Parmar, Sr. Equity Research Analyst, Angel Broking told Business Insider. LTV stands for loan-to-value. How rising gold prices help Muthoot and Manappuram? When someone borrows money against gold, he/she is giving jewellery (mostly) as collateral. If the market price of that jewellery goes up, it is good for the lender because the collateral would be worth a lot more in case the loan is defaulted. Assume the borrower wants to borrow more, he doesn’t need fresh collateral. The rising price of gold will allow him to get more loans for the same jewellery he had mortgaged in the first place. Gold prices have gone up 32% in 2020 so far, and that means for every ounce that Muthoot and Manappuram lent against is worth that much more i.e. better buffer and room to lend more resulting in higher revenue. “We were lending up 75%. But, people used to think that our average people borrowing is only about 65-68% like nobody takes 75% fully. In the last 6 months, the price of gold has gone up so much, the people who are having the gold can borrow much more. And, at today’s price, they have borrowed only 50%. So even out of that 75%, that 25% is still there for them to borrow,” <keyword id="266021" type="PERSON" weightage="20" keywordseo="George-Alexander-Muthoot">George Alexander Muthoot</keyword> explained in a recent conversation with Business Insider. Investors, mutual funds are cashing in on these hopes The share price of the private lenders Muthoot Finance and Manappuram Finance also reflected the same optimism as both the companies’ shares have rallied over 9% and 2% in the past one week. According to Amit Jain from Ashika Wealth Advisors, “the increasing gold prices will be an advantage for the gold lenders as the collateral gets strong and they are more secure.” <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Period </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Muthoot </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Manappuram </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">One week </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">9% </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">One month </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">2% </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-4% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Three months </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">7% </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Six months </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">44% </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-9% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">This Year </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">65% </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">-10.52% </td></tr></tbody></table> Both Muthoot and Manappuram are a play on the robust rally in gold prices. The second largest mutual fund house in India by assets, <a href="https://www.financialexpress.com/market/mutual-funds-sold-ril-shares-in-july-sbi-hdfc-icici-other-funds-bought-these-stocks-instead/2054879/">HDFC AMC recently added Muthoot Finance</a> to its portfolio in July. Why gold prices may rise further? Gold prices rise whenever there is a chance of a crisis or inflation. Between the pandemic and rising geopolitical tension in the South China Sea, a continuing trade war between US and China, there are enough reasons for a rally in gold prices. There is another way in which gold prices may rise, if the dollar weakens. When the currency weakens, you need more cash to buy the same amount of gold. The uncertainty around the US election has cast a shadow of doubt on the greenback. Given these rising risk factors, global central banks have been hoarding gold. The RBI too is likely to do the same as India faces an added threat of high inflation in the coming months. All of these may prop up gold prices, which are already trading at over ₹55,700 an ounce in India, even more. And as explained above, it bodes well for Muthoot and Manappuram. But that’s not all. The two companies are benefiting from additional government measures⁠— meant for the pandemic⁠— as well. Muthoot Fincorp has raised ₹1,475 crore under the partial credit guarantee scheme and RBI's special liquidity measures in the past four months, PTI reported on August 18. Therefore, the business growth for these two companies has been vastly better than the country’s overall credit growth that stood at a measly 5.5% at the end of July. <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Company </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Growth in gold loans </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Muthoot Finance </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">32% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Manappuram Finance* </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">33.40% </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Overall bank credit growth </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">5.50% </td></tr></tbody></table>*Data: As of July end except for Manappuram, which is as of June-end SEE ALSO: <a href="https://www.businessinsider.in/stock-market/news/sbi-yes-bank-indiabulls-ril-uflex-dilip-buildcon-and-zee-entertainment-among-top-stock-movers-on-dalal-street-today/articleshow/77626916.cms" data-type="tilCustomLink">Top stock movers on Dalal Street today —SBI, Yes Bank, Indiabulls, RIL, Uflex and more</a> <a href="https://www.businessinsider.in/business/ecommerce/news/walmart-ceo-defends-flipkart-valuation-says-learnings-from-india-helped-double-their-e-commerce-sales/articleshow/77626799.cms" data-type="tilCustomLink">Walmart CEO defends Flipkart's valuation, says learnings from India helped double their e-commerce sales</a>

As Sima Taparia would say, the stars are aligning perfectly for Muthoot and Manappuram shareholders

<ul class="summary-list"><li>A small pool of people are turning to long online profiles called date-me docs to find love. </li><li>Fans of these romantic résumés include tech community members, those struggling with <a target="_blank" href="https://www.businessinsider.com/college-students-reject-dating-apps-hookups-tinder-bumble-hinge-2023-11">dating apps</a>.</li></ul>By day, Steve Krouse spends his time running Val Town, a platform he founded for writing, running and sharing code. But in his spare time, he acts as a sort of Tech Cupid — maintaining an online directory for long, freeform dating profiles known as date-me docs.The <a target="_blank" href="https://dateme.directory/">Date Me Directory</a>, which 29-year-old Krouse started in 2022, now contains almost 300 such documents from people around the world. They range from simple Google Docs to PowerPoint-style presentations to interactive web pages. They often include information about someone's age, profession, interests, values, and sexual orientation — as well as details about <a target="_blank" href="https://www.businessinsider.com/most-attractive-qualities-in-partner-2017-6">what they're looking for in a partner</a>.These relationship résumés are a far cry from the brief-at-best bios seen on <a target="_blank" href="https://www.businessinsider.com/dating-app-tips-tinder-match-2020-8">dating apps like Hinge, Bumble, and Tinder</a> — which many worry lead to only short-term relationships or hookups. In contrast, the Date Me Directory describes them as "long-form, earnest dating profiles for serious romantic partners." It's a trend that's gained traction in particular among parts of the tech community.Date-me docs are "a place to be self-expressive without character count limits, in a context where people knowingly opt in to reading higher-effort profiles," Shreeda Segan, a 28-year-old content marketing manager whose doc has been on the directory since September 2022, told Business Insider.And New York-based Krouse believes they're a good way to screen for long-term compatibility, saying you can learn more about a person from the get-go, possibly avoiding "falling in love with someone that you have too many fundamental differences with," he told BI.<h2>'I was put off by the shallowness of the dating apps'</h2>It's not exactly clear when and how date-me docs emerged as a trend. Krouse linked it to the <a target="_blank" href="https://www.businessinsider.com/effective-altruism-how-started-how-its-going-after-ftx-collapse-2023-1">effective altruism (EA) community,</a> a philosophical and social movement that focuses on how to best allocate resources to help others. He's noticed that docs are particularly popular with AI alignment researchers, a group that's been thrust into the spotlight recently amid a larger <a target="_blank" href="https://www.businessinsider.com/how-sam-altman-openai-drama-ai-silicon-valley-debate-spotlight-2023-12">ethical debate in Silicon Valley about AI development</a>.Drew Schorno, a 34-year-old UX design consultant, who posted his doc online in November 2020, claims to be the first to have created one."I was put off by the shallowness of the dating apps," Schorno, who's based in Canada but may move to San Francisco, told BI. "I wanted people to read my essays, listen to my music, watch my terrible TikToks, and get a sense of who I actually am as a person." He's not a "card-carrying" member of the EA community but has several friends who are part of it, he said.But there's one major gripe for date-me doc users: it's still a small and decentralized pool. It's not clear exactly how many are writing them in the US, but the number is likely quite low, and there's no one main directory. Krouse built his by gathering publicly available docs he'd seen online, and uploading ones submitted. BI has counted at least three other directories.Segan, who said she turned to date-me docs after struggling with dating apps, notes that they're generally not "sufficiently standardized" to be able to filter and search. They also need "many more people, from a more diverse set of backgrounds, to join."And Schorno agrees. Though he's had a "few very sharp and interesting" prospective partners reach out, he said his own profile "hasn't been so terribly successful."In contrast, the popular dating site Tinder has had over 530 million downloads since it launched in 2012, a spokesperson for the company told BI. And three in 10 U.S. adults say they've used a dating site, <a target="_blank" href="https://www.pewresearch.org/internet/2023/02/02/from-looking-for-love-to-swiping-the-field-online-dating-in-the-u-s/">according</a> to a 2022 study by Pew.<h2>It takes guts to put your unfiltered self out there</h2>While date-me docs are an emerging dating trend in the West, the practice may seem familiar to those of South Asian descent, who say the docs aren't unlike biodata — documents that have long been used to <a target="_blank" href="https://www.insider.com/lesson-from-arranged-marriages-2017-6">arrange marriages across the Indian subcontinent</a>.Biodata include details on a person's age, religion, education, profession, interests, and family background. Mumbai-based matchmaker Sima Taparia, seen on the popular Netflix series "Indian Matchmaking," uses the info as an initial screening tool for prospective matches.Taparia did not disclose to BI how she prepares biodata for her clients or how much she charges. However, The Economic Times<a target="_blank" href="https://economictimes.indiatimes.com/news/new-updates/want-to-know-how-much-indian-matchmaker-sima-taparia-charges-to-find-your-perfect-match-read-more/articleshow/93744978.cms?from=mdr"> reported</a> in 2022 that Taparia's matchmaking rates range from $1,300 to $8,000. Krouse does not earn an income from his directory.But "date-me docs err on the side of more expressive" compared to biodata, said Segan, who describes herself as American but culturally Indian, and who lives in Austin, Texas. They're less standardized and restrictive, and tend to appeal to people like her who are "unconventionally attractive, weird, subcultural, highly specialized."That more freeform element appears to be the major attraction for date-me doc writers: they're a way to present an unfiltered version of themselves in the hope that it might create connections. Still, it takes guts: It's almost "a little bit embarrassing to put yourself out there like that," Schorno said with a laugh.

Why apps like Tinder are getting dumped by some singles for lengthy date-me docs

<ul><li>When your favourite <keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword> characters compete to win the ‘coveted <keyword id="10873586" type="UNKNOWN" weightage="20" keywordseo="biggest-boss">Biggest Boss</keyword>’ trophy, there is bound to be madness.</li><li>Netflix India’s latest promotional YouTube ‘Biggest Show’ is a parody of competitor Viacom18’s ‘<keyword id="26022" type="ENTERTAINMENT" weightage="20" keywordseo="bigg-boss">Bigg Boss</keyword>’ show.’</li><li>It also features a spoof of Bollywood Actor and Bigg Boss host <keyword id="6354583" type="UNKNOWN" weightage="20" keywordseo="salman-khan">Salman Khan</keyword>. </li></ul>Ever wondered what it would be like to live with famous characters from the Netflix-universe, like Ganesh Gaitonde and Bunty from Sacred Games, Sima Taparia from Indian Matchmaking or Berlin and Tokyo from Money Heist? Will they boss around or will ‘biggest boss’ get them to abide by his rules? Netflix has an answer for you. Netflix India’s latest YouTube video ‘What If Netflix Characters Were In Biggest Boss’ takes a direct dig at Viacom18’s Bigg Boss. It places our favourite Netflix characters in Bigg Boss’ viral scenes and we can’t stop laughing. <div type="Youtube" id="3utkSyC_mjk" title="What If Netflix Characters Were In Biggest Boss | Shivankit, Badri, Abhinav, Chhote Miyan &amp; Saloni" thumbUrl="https://i.ytimg.com/vi/3utkSyC_mjk/mqdefault.jpg"></div> Digital Influencer Saloni Gaur plays Maheep Kapoor and is seen re-enacting the famous Bigg Boss dialogue which went viral last year. ‘Pooja, what is this behaviour? Do you want it, cause you are asking for it?’ Simultaneously, Sima Taparia AKA Star Aligning Specialist, tries to set up Ludo’s Alok Kumar Gupta with Money Heist’ Nairobi. Bigg Boss is Viacom18’s marquee show, which is also available on Voot. Bigg Boss’s latest season 14 on Voot garnered 1.5 billion minutes of watch time in its opening week. So, if you are looking for tips on how to fire a direct shot at your rival, Netflix India has some really effective tips for you!

Netflix's hilarious spoof, Biggest Boss takes a direct dig at competition's hit show, Bigg Boss

<ul><li>After the success of Fabulous Lives of <keyword id="411379" type="General" weightage="80" keywordseo="bollywood-wives" source="Orion">Bollywood Wives</keyword> on <keyword id="128682" type="General" weightage="80" keywordseo="netflix" source="Orion">Netflix</keyword>, Disney+Hotstar released <keyword id="15483787" type="General" weightage="20" keywordseo="moving-in-with-malaika" source="Orion">Moving in with Malaika</keyword> on the life of actor and model, <keyword id="2060" type="General" weightage="80" keywordseo="malaika" source="Orion">Malaika</keyword> Arora. </li><li>Masaba Masaba, one of Netflix India’s top originals, is also a fictionalized account of the lives of designer Masaba Gupta and her mother, actor Neena Gupta. </li><li>Lock Upp, hosted by actor Kangana Ranaut, garnered 15 million views in 48 hours. </li></ul>Almost 15 years after Keeping up with the Kardashians made its debut, and after the Real Housewives franchise made it to every top American city — Indians are being treated to something similar. Months after the second season of The Fabulous Lives of <keyword id="143" type="General" weightage="100" keywordseo="bollywood" source="Orion">Bollywood</keyword> Wives debuted on Netflix, Moving in With Malaika has started trending too on Disney+Hotstar — showing that the Kardashian culture is slowly but surely being taken in. Moving in With Malaika is highly discussed on social media with good reviews as well as bad ones — showing that it’s caught the audience’s attention. <div type="twitter" handle="Sharanyashettyy" handlename="Maya" image="http://pbs.twimg.com/profile_images/1601596412239958016/QHsU1_-7_normal.jpg" favoritecount="60" retweetcount="3" status="There are bad shows, terrible shows, and then there's Moving in with Malaika, which should never have been made and… https://t.co/cX9TjC4EPK" createdat="1671618739000" id="1605511477678419970"></div> <div type="twitter" handle="geetsharma_99" handlename="Geet Sharma 💕" image="http://pbs.twimg.com/profile_images/1402622258405855236/IKs3x06v_normal.jpg" favoritecount="12" retweetcount="2" status="Moving in with Malaika is the perfect mix of drama, fun, adventure, basically everything us Indian love ✨" createdat="1671981045000" id="1607031098504249345"></div> <cmsannotation type="cmsannotation" annotationid="An insider’s view" comment="subhead2" text="An insider’s view">An insider’s view</cmsannotation> Indians who have been enjoying the inside news and gossip on Koffee with Karan, which is in its seventh season — were treated to an even deeper dive into celeb lives with Dharmatic Productions’ Fabulous Lives of Bollywood Wives on Netflix. Netflix also came out with Smriti Mundhra’s Indian Matchmaking with Sima Taparia and BBC’s What the Love! with Karan Johar. Both these shows found their way to memes, more than audience hearts. Netflix got third time lucky after the show on four wives in the Bollywood circuit who Karan Johar is friends with, along with Shah Rukh Khan’s wife and entrepreneur Gauri Khan – found success. The show focuses on the lives of jewellery designer Maheep Kapoor (wife of actor Sanjay Kapoor); actor Neelam Kothari (wife of actor Samir Soni); entrepreneur Bhavana Pandey (wife of actor Chunky Panday); and fashion designer Seema Sajdeh (ex-wife of actor Sohail Khan). Season 2 of Fabulous Lives of Bollywood Wives was ranked in the <a href="https://top10.netflix.com/india/tv">Top 10 TV shows </a>on Netflix for one week or more across seven countries. Moving in with Malaika features only one titular character, and is produced by Banijay Asia — but is on similar lines as Fabulous Lives. So much so, Seema Sajdeh was one of the many celebrities (almost every episode had one) featured on the show. It’s also important to mention that Malaika Arora was also a part of Fabulous Lives of Bollywood Wives – and her show has taken the clique ahead. Though the viewership of Moving in with Malaika is not yet available, 1,350 users of the movie and video database IMDb have given the show an <a href="https://www.imdb.com/title/tt24132346/ratings/?ref_=tt_ov_rt">average rating of 6.5/10</a>. <cmsannotation type="cmsannotation" annotationid="The surreal lives of real housewives" comment="subhead2" text="The surreal lives of real housewives">The surreal lives of real housewives</cmsannotation> This formula of celeb lives was tried and tested long back with a 2012 show <a href="https://www.imdb.com/title/tt8269480/">Khan Sisters </a>on bindass on the lives of actors and sisters Gauhar and Nigar Khan. Released long before the era of OTTs and connected TVs, the show failed to strike a chord with the audience, drowning in the vast jungle that is the Indian TV universe. This time, however, on the right platform, Kardarshian-like shows are taking off with the Indian audience. The Indian shows – Bollywood Wives and Moving in with Malaika are so similar to the American versions that one of the stars mouthed similar dialogues too. Actor Ananya Panday, daughter of Bhavana Pandey, made a brief appearance in Season 1 of Fabulous Lives of Bollywood Wives and said a dialogue that seemed to be straight out of Khloe Kardashian’s mouth. “When I was young, I thought my name was ‘f*ck’ because my mom said it so much,” said Ananya Panday. “My mom cursed so much when we were little, I thought my name was ‘f*ck,’’ Khloe Kardashian <a href="https://twitter.com/xmanishaa/status/1333326528013344770?s=20&amp;t=Zc_DUEZanoCPiFpeFUvdtw">had said, first</a>. <cmsannotation type="cmsannotation" annotationid="India’s history of reality TV" comment="subhead2" text="India’s history of reality TV">India’s history of reality TV</cmsannotation> There have been more such experiments that the OTT audience seems to be lapping up. Netflix’s Masaba Masaba–a dramatized and fictionalized account of designer Masaba Gupta’s life–is a hit with the audience. Season 1 of the show was in the top ten TV shows on Netflix in two countries, and Season 2 was in the top ten in five countries. Starring the designer herself, along with her mother, actor Neena Gupta, the show has emerged as a ‘comfort watch’ for people, raking in praises, and a fair share of nominations - even if no awards. Netflix also experimented in this genre (dramatized stories of real celebrities) with the film AK vs AK, starring Anurag Kashyap and Anil Kapoor. While it didn’t garner the popularity of OTT hits like Mirzapur or Delhi Crime, it did leave a mark on critics and cinephiles alike. These shows are another dimension of reality shows which have always been popular with Indians – on TV and OTT alike. Of course, there are also shows like Lock Upp and Bigg Boss which force different celebrities into close encounters and supposedly uncomfortable situations. Lock Upp, hosted by actor Kangana Ranaut, <a href="https://timesofindia.indiatimes.com/tv/news/hindi/kangana-ranaut-on-lock-upp-garnering-15-m-views-in-48-hours-of-launch-i-am-overwhelmed-with-the-response-the-show-has-received/articleshow/89943915.cms">garnered </a>15 million views in 48 hours. Shows which look like reality caught on camera, have created a set of audiences. It remains to be seen how many seasons they sustain the interest of audiences. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/dhaniya-diapers-and-tomatoes-among-the-top-picks-for-indians-on-grocery-apps-in-2022/articleshow/96622334.cms">Dhaniya, diapers and tomatoes among the top picks for Indians on grocery apps in 2022</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/auto/news/december-auto-sales-could-skid-sequentially-on-production-constraints-purchase-deferrals-due-to-inauspicious-period/articleshow/96617021.cms">December auto sales could skid sequentially on production constraints, purchase deferrals due to ‘inauspicious’ period</a>

You Searched For "sima taparia" and got 7 results

It's a match: When Sima Taparia met Urban Company and helped the brand gain over 4.5 million+ views in less than a week

Karuna Sharma

Despite what Sima Taparia from Indian Matchmaking told you, for 83% women finding the right match is about compatibility and not compromise: Survey

Samarpita Banerjee

Adhish Zaveri of Shaadi.com tells us how matchmaking has evolved

Samarpita Banerjee

As Sima Taparia would say, the stars are aligning perfectly for Muthoot and Manappuram shareholders

Navdeep Yadav

Why apps like Tinder are getting dumped by some singles for lengthy date-me docs

Lakshmi Varanasi

Netflix's hilarious spoof, Biggest Boss takes a direct dig at competition's hit show, Bigg Boss

BI India Partner

Keeping up with Indian celebrities: Moving in with Malaika trends after Bollywood Wives

Srishti Magan

Popular Keywords

Buying Guides