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Asia’s Tinder is quickly and quietly increasing in India

Asia’s Tinder is quickly and quietly increasing in India

Us dating apps can be making a splash in Asia, but a brand that is chinese mostly beneath the radar is near at their heels.

China’s favourite dating application is now the fifth-most popular in India by mixed month-to-month active users on iOS and Android os phones, in accordance with principal site the analytics firm App Annie.

In-may 2018, Tantan didn’t function among the list of top ten, but zoomed into the position that is fourth July. This has since slid one spot after the launch of US-based Bumble in data from App Annie shows december.

Top dating apps in India
(as on May 2018) (as on March 2019)
1. Tinder 1. Tinder
2. Happn 2. Happn
3. Azar 3. Azar
4. Badoo 4. Bumble
5. OkCupid 5. Tantan

Pronounced tan-tan as with “sun tan,” Tantan translates in Mandarin to “talk.” Launched in 2014, the application bears a resemblance that is high the US’s Tinder, and had been obtained because of the Chinese social networking Momo in February 2018. Tantan has over 90 million users in Asia.

The Indian fantasy

“India is just one of the fastest growing internet areas in the field, thus it is extremely important to show up and win when you look at the Indian market,” Tantan said in a contact to Quartz. “After performing a soft launch in Asia, we discovered more info on the marketplace and users which aided us in serving the marketplace better.”

Tantan is certainly not alone. Asia was inundated with Chinese apps in the last month or two, a few of which such as for example video-sharing software TikTok and e-commerce platform Club Factory have already been growing quickly.

Specialists say there’s a reason Asia is a concern marketplace for these apps that are chinese. “Once they mature in Asia, Asia could be the only destination these apps can head to. Chinese apps have quite acceptance that is low the West,” said Yugal Joshi, vice-president at Everest Group consultancy.

Nevertheless, their run in Asia was not even close to smooth.

With more than 300 million Indian users, TikTok happens to be a success that is raging the nation. Yet, in April, A indian court temporarily banned the application in the grounds it reveals young ones to obscene content and predators. Bing and Apple’s software shops pulled straight straight down TikTok for 2 times, which lead to a loss in around $1 million, relating to its moms and dad business ByteDance.

While Tantan to date hasn’t faced such problems in Asia, this has gotten flak back in Asia, where it had been prohibited month that is last. Although the reason behind the ban is ambiguous, it is known to become a part of the government’s that is chinese crackdown on online obscenity.

brand New marketing

Tantan has were able to increase through India’s crowded online dating sites market without a hefty advertising blitz like Bumble, which includes roped in Bollywood celebrity Priyanka Chopra Jonas for promotion campaigns both on the internet and on tv.

However the Beijing-based application has been marketing aggressively on TikTok. The approach stands apart since it enables Tantan to cultivate its individual base beyond simply the metro metropolitan areas, as TikTok is renowned for having a reach into the national country’s tiny towns.

“This is just a method that is typical Chinese apps took. They actually do a large amount of marketing on video clip content internet sites and apps like TikTok, in which the individual spends lots of time. Greater part of their packages are coming from all of these platforms,” said Sateesh Meena, senior forecast analyst at Forrester analysis consultancy.

Tantan additionally operates advertisements on other media that are social like Facebook. Nearly all of its recent advertising is aimed at males, Facebook’s Ad Library programs. This contrasts utilizing the online industry that is dating struggle in India because of an abundance of male users but an agonizing dearth of females.

Besides, Tantan’s catchphrase, “Date for real,” points towards its focus on the lack of fake pages in the software. Such profiles in many cases are utilized in Asia for illegal tasks such as for example operating prostitution rackets.

“Tantan offers an experience that is real users in order for them to fulfill genuine people on the internet and eventually fulfill offline. Unlike other apps, you don’t run into fake pages on Tantan,” Tantan’s declaration stated.

The app’s technology allows it to trace and take away fake pages, it included. “Apart from our bodies, our moderation means that we curate real pages. Our company is quickly being released having a verification feature in Asia where users can confirm their pictures because of the assistance of technology,” it stated.

But, unlike other people like Tinder, Tantan will not also ask for a few of the very most basic details from the users, whom as an example just have to supply a nickname in the place of their real names.

“In a country like Asia, the dating marketplace is nevertheless brand brand new and young with an important quantity of possible users aren’t comfortable in exposing their identity,” the company’s statement said. “With our narrative, we make an effort to persuade users that are such be genuine using their identities to help you to locate genuine matches, and yes it is working.”


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Benjamin Kratsch
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