A new elite Indian matchmaking app, Knot.dating, is stirring debate and disrupting the online matrimony space by flipping traditional gender dynamics — and introducing a bold income filter for men.
The invite-only platform, co-founded by Jasveer Singh and Abhishek Asthana, only allows men earning ₹50 lakh (around AUD 90,000) or more annually to sign up. There is no salary threshold for women, and every user undergoes 100% background verification. Each member is also assigned a personal relationship manager, reflecting the app’s premium, concierge-style approach.
Touted as India’s first AI-powered conversational matchmaking service, Knot.dating uses advanced algorithms and human-assisted matchmaking to offer emotionally compatible matches. “Knot.dating isn’t for casual use — it’s for those who are ready for commitment,” said CEO Jasveer Singh.
Launched as a pivot from the pseudonymous social platform Hood, which previously raised USD 3.2 million and appeared on Shark Tank India, Knot.dating now targets India’s top 1% singles, particularly those from IITs, IIMs, BITS Pilani, and other elite institutions.
Despite the platform’s intent to empower women with greater agency, some netizens have criticised the model.
Surprisingly, early usage data defies typical trends. Singh revealed on X that 68% of Knot.dating’s users are women, reversing the usual 70:30 male-to-female ratio seen on most matrimonial platforms. Even more unexpected, women are sending more requests — and also getting rejected more often.
Knot.dating is backed by high-profile investors including 3one4 Capital, Vijay Shekhar Sharma (Paytm), Ritesh Agarwal (OYO), Ashish Hemrajani (BookMyShow), Kunal Shah (CRED), and Ashneer Grover (ex-BharatPe).
While its previous avatar Hood is still active, the startup’s new chapter focuses on leveraging AI and human intuition to facilitate real, private, verified matches. With competitors like Tinder, Bumble, Jeevansathi, and Bharat Matrimony in its sights, Knot.dating is banking on exclusivity and a new-age approach to redefine Indian matchmaking.
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