Bumble is valued at $1 billion and has been touted as the ‘feminist Tinder’ for its women-friendly features.
Actor Priyanka Chopra has brought Tinder-rival Bumble to India. Not only is she an investor in the women-friendly dating app, but is also the brand ambassador of Bumble India.
The app was launched in India on Thursday. And it comes with a Hindi language option - a move clearly aimed at targeting the mass dating market in a country that boasts of a 65 percent under-30 population.
Bumble, unlike most dating apps, lets women make the first move when it comes to matches. This way, the app claims, it allows women to have more control over online dating - a space fraught with risks.
Priyanka and Bumble Founder-CEO Whitney Wolfe Herd hosted a joint party in New York to celebrate the India launch.
Whitney told the media that Priyanka was interested in the product because she felt “Indian women needed Bumble”. The actor is expected to popularise the app in India, and draw more young women to it.
Most recently, Tinder mimicked its core women-friendly feature by launching a ‘My Move’ option. India is one of the fastest-growing markets for Tinder, and the app is also among the top-grossing ones on Indian Android. In India, Bumble competes with other dating apps Woo, OKCupid, TrulyMadly, Aisle, Happn, etc.
It also comes with a safety feature and an option for users to report “bad behaviour”. The app requires women to enter only their initials to start surfing. There is a photo verification process, which lets authentic users earn a blue tick on their profiles.
Bumble operates a global team of over 4,000 moderators who review photos and profiles on the platform. The app is functional in 160 countries, and had a user-base of over 22 million at the end of 2017.
Interestingly, Bumble was founded by Whitney who had earlier set up Tinder, which went on to revolutionise the online dating space world over. At present, Bumble is valued at $1 billion, according to Forbes, and has been described as the ‘feminist Tinder’. It is currently embroiled in court battles with Tinder over IP theft issues.