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In 2014, launched Shaadi Cares, a social initiative to educate and empower women regarding marital issues, including dowry and domestic violence.In 2016, acquired Thrill Group, a startup that included two dating products, FRIVIL and Fropper, founded by expat entrepreneurs Josh Israel and Devin Serago.Shaadi is more of a matchmaking site than a dating site, with a particular focus on marriage.Founded in 1996, it has already helped literally millions of people find a husband or a wife.Speaking about the deal, Thrill founder Josh Israel said: “We’ve been fortunate to have as an investor in our company at a very early stage.“They’ve helped guide us and provide assistance in more ways than one along the way.Shaadi has also won several awards in its time, just some of them include the People’s Choice Award from the New York Times, and Indira’s Best Use of Social Media Award.
Frivil was built by Delhi-based Thrill Pte Ltd, a company Shaadi’s owner People Group invested in last January.
As much as half of India's 1.2 billion population is believed to be under 24 years of age, making it a good market for such mobile applications.
"With a large untapped smartphone population and much cheaper cost to start a business than in New York or California, we chose India as our target base," said Israel.
"We have combined our dating business Fropper with Thrill, making it the largest entity in the online dating space in India from users and revenue perspective," said Anupam Mittal, founder and chief executive of People Group, which also owns real estate portal Makaan.
Thrill is a dating app founded in 2012 by Americans Devin Serago and Josh Israel, who later relocated to Delhi to start the company.
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Over 30 million people have and continue to use this matchmaking site.