Bharat Matrimony buys SecondShaadi.com from Vivek Pahwa

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Secondshaadi.com targets divorcees

Matrimony.com, the company behind India’s largest matchmaking service bharatmatrimony.com, said it acquired divorcee-oriented secondshaadi.com for an undisclosed amount.

“Secondshaadi.com is one of the early movers in this space and has built a good brand name,” said the acquirer.

“Buying secondshaadi.com will help us consolidate our offerings and help divorcees and widowers get wider choices than ever before.”

Like other matchmaking services, secondshaadi.com also works on the freemium model.

Signups are free, as are responding to messages from others, but one has to pay to ‘initiate’ contact and view contact details.

The portal, though primarily targeted at divorcees, is used by all those who are willing to get married to one.

Secondshaadi.com was founded about 12 years ago by Vivek Pahwa, who also created one of India’s earliest dotcom success stories, desimartini.com.

Pahwa was forced to fight off a lengthy legal battle after shaadi.com, one of India’s top two matchmaking services, accused his website of ‘passing off’. The case was dismissed in September 2016.

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