The Approach
We knew dating was and is a new concept in a country used to ‘matching’ through the institution of arranged marriage. Simply asking, even young people about a somewhat controversial and taboo topic of dating… not to mention online dating, would require sensitivity and a well-tuned cultural radar to navigate conversations. A multi-layered and confidential approach helped us understand the cultural barriers to the lifestyle currently associated with the app in India. We used anonymous online groups to create a safe and non-judgmental environment to openly talk about sex, relationships, familial expectations and personal experiences within the realms of dating.