The company develops a product or standardized service and sells it to customers. The value proposition is transactional: to provide a product or standardized service that customers will buy. The company engages with a customer about a problem the customer faces, and provides an integrated solution. The value proposition is relational: to tailor solutions to each customer. The company joins buyers and sellers in its online or physical marketplace. The value proposition is transactional: to facilitate exchange. The company provides different products or services to different customer groups. A multi-party arrangement triadic where a Firm identifies two or more different customer groups A and B; and brings them together on the Firm’s digital or physical marketplace. The value proposition of the Firm is transactional, and lies in the matchmaking between A and B via this new marketplace. Trade was one of the first activities of mankind; but making a business from running a marketplace has only recently become widespread.
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The rhetoric of modernity, education, and progress is a powerful one that deludes us into thinking that regressive and repressive aspects of match-making are either a thing of the past, the rural, or the uneducated and uninformed. Denting this urban self-fashioning is the Netflix series Indian Matchmaking , which has held up a mirror to Indian society. Rather, it has shown how casteism and sexism merge with money, high-status, and modernity in the urban milieus of Mumbai, Delhi, New York, and Chicago.
Crucially, they consider their role as not limited to suggesting matches but of also undertaking a maternalistic paternalistic approach by advising prospective brides and grooms to change their attitudes and expectations in order to have a happy married life. Most important, this series has brought attention to an oft-repeated woe that the onus of sustaining the marriage squarely falls on women.
That is the value we have been brought up with.
We all deserve happiness and for many, finding a romantic “happily ever after” is part of that dream. That desire is what makes checking horoscopes a harmless guilty pleasure, romantic comedies a popular genre, and romance novels a summer staple. And many people of Indian ancestry, including me – were truly excited to see cultural representation via Netflix’s Indian Matchmaking , because Indian girls dream about their own weddings, too.
Set partially in India and partially in the United States, this eight-episode reality series is centred around “motivated” matchmaker Sima Taparia, whose self-proclaimed destiny is to find suitable matches for eligible young Indians. As a concept, Indian Matchmaking idealises an important life event: marriage, promising that familial approval of a spouse will provide lifelong happiness.
It recommends one matchmaker, advocating that such a concierge service greatly improve ones’ chances of finding a compatible partner. Clips of couples united via arranged marriages many of whom are celebrating decades of marital bliss attempt to legitimise and build viewer confidence in the show. Some viewers say Indian Matchmaking shouldn’t be taken too seriously, as evidenced by the eruption of meme-ed moments on social media. Some find comfort in familiar conversations about yoga, chai rituals, and Bollywood dancing.
Others are fascinated by the exotified, modernised religious, and cultural rituals the NASA engineer who appears as one cast members’ astrologer and gemologist, Taparia’s complex relationship with spirituality, face-reading astrologers, Pradhyuman Maloo’s family altar and its lavishly detailed religious wardrobe, etc. Those who love the show have likely not seen the ugly side of matchmaking or been at the receiving end of soul-crushing rejection and unfiltered critique.
But for some Indian women, including myself, the damage was done the minute the show hit Netflix. I agonised over it, but included my own experiences with arranged marriages, matchmaking and the complexities of an Indian marriage, as well as the generational trauma of tense family relationships in my bio-fiction, Ten Thousand Tongues: secrets of a layered kitchen.
How Matchmakers Work
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As a young student in America a few years back, I would frequently meet inquisitive foreigners, intrigued by the unique socio-cultural practices in India. From food to films and family, there was much about the Indian social and cultural landscape that was of interest to the average American. Undoubtedly though, the most common subject to come up during these discussions was that of arranged marriage.
A heated conversation with one of my professors, I remember, was one wherein she decidedly told me how she was repulsed by almost everything she read about India- the poverty, the unhygienic and crowded public transport systems, slums, and so much more. Yet she truly desired to fly down to India at least once in her lifetime, to be witness to an Indian marriage ceremony. The concept of the Indian marriage, particularly of an arranged marriage is of immense fascination in the West.
Her clientele is primarily restricted to affluent families in India and Indians abroad. There is marriage and then there is love marriage. The marriages are between two families. The two families have their reputation and many millions of dollars at stake.
Matchmaking Advertisements and Societal Values
As she walked through school corridors, classmates pointed at her darker skin and teased her, she said. Even friends and family members told her never to wear black. She said she was constantly advised on which skin lightening cream to use, as if the remedy to this deep-seated social bias lay in a plastic bottle. Colorism, the bias against people of darker skin tones, has vexed India for a long time.
At the same time, a big Indian matchmaking website, Shaadi. Jennifer and several other Indians said these were moves in the right direction.
We empirically study the informational role of advertising in matching ers who were exposed to more advertisements, the larger the “matchmaking role” of a.
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It refers to single men and women who, having been introduced by a third party, get to know one another to decide if they are romantically compatible. In ancient China, matchmaking was an essential ritual.
Larks: Dynamic Matchmaking Among Heterogeneous Software Agents in Cyberspace
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At the same time, a big Indian matchmaking website, , decided to remove a filter that allowed people to select partners based on.
What influences our youth to set aside their enterprising, free-wheeling spirit to follow the well-trodden path of arranged marriages? Part of the answer lies in the deep socialisation process, which is woven into the fabric of the close-knit extended Indian family, and its rootedness in the larger network of society. The young too seem to believe in the cultural definition of marriage as a family affair, rather than an individual undertaking.
Harmony and shared values arising from common backgrounds are seen as more important than individual attraction. The common grounds provided by an arranged match — familiar customs, foods, relatives, incomes, etc — also helps in negotiating the dark thicket of matchmaking. The upside is also that this aids the adjustment process with the new partner and family, a stand-in for what is seen as the variable element of love.
When it comes to daughters, the disciplining fetters become even tighter, since a tarnished reputation would scupper her chances in the marriage market. With whom? But in India it continues well into adulthood. It translates into interference in career decisions, choice of friends, dietary preferences, etc.