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The magic would be to try and achieve that hockey-stick g rowth,” says Sachin Bhatia , cofounder of Truly Madly, which claims a monthly download rate of 65,000-75,000 users.Others, like Sreedhar Prasad, partner and head, consumer markets and internet business, KPMG India, however, are sceptical.However, there are some who do not mind shelling out a few hundred to at least try and find their best match.Tinder, for instance, is the third largest grossing app on Android in India, with industry estimates placing its monthly revenues anywhere between Rs 1-2 crore.And then, the likes of Aisle, Truly Madly and i Crushi Flush took the plunge into the 85-million market with contrasting business models.Five years down the line, there is some evidence these companies might be earning money.“Active is our DNA, feeling good is our purpose,” reads the app tagline. The problematic name, which is more or less is a play on the word “slender,” hits the point home that this app benefits the svelte.It essentially feels like the end culmination of a privileged wellness culture gone too far: proof that toned, beautiful people in their pricey athleisure wear only want to date similarly beautiful people. As writer Rosemary Donahue pointed out in a recent Slindir’s imagery does little to counter this criticism.
The number represented a market waiting to be acquired, hooked on and then monetised.The app and promo materials feature white models in clingy shorts and T-shirts, while the sample image for each gender is represented by no less than Barbie and Ken dolls.Then there are the “selected activities” that loudly speak to a certain demographic: archery, badminton, car racing, golf, horseback riding, water polo, tennis, fencing, and sailing among them. In an interview on podcast, Slindir founder Andrea Miller explained the philosophy behind her company, noting that a common lifestyle was the best marker of a relationship’s success.They likely consider themselves “active,” and could just as well find compatibility with a person who participates in Tough Mudder.But that’s not who Slindir is targeting: The service has instead zeroed in on (predominantly white) fitness enthusiasts, the kind who refer to the gym as “church.” These are affluent millennials who in fact treat working out and hiking Runyon Canyon as if those were almost religious activities, and in that sense, having their own network makes sense. Now, who wants to join my Netflix-binge-on-a-couch dating app?