Traditional is a loose term when it comes to dating––especially around the world––as dating can mean many different things depending on the cultural context defining traditions. After several years in market, Tinder realized that India had fewer users on their app as compared to other parts of the world. And this was especially true of female users. In a country with such rapid technological and mobile app adoption, why was that the case? The brand realized they needed to step back to get a better sense of how dating is approached in India, learn about the traditions of the country and learn how Tinder could better fit.