Journalist deepika Narayan Bhardwaj took to X to spotlight a new matchmaking app that has ignited a firestorm of debate across India, as reflected in her post featuring an image of the app’s promotional material. The app, with its tagline “Tired of dating? Now tie the Knot,” markets itself to India’s elite, imposing a stringent criterion that only men earning 50 lakh rupees (approximately $60,000 USD) or more annually can join, while placing no such salary bar on women.
The accompanying image depicts a jubilant bride and groom in traditional indian wedding attire, riding a scooter, which contrasts sharply with the app’s exclusionary policy. Bhardwaj’s caption, “WHEN EQUALITY LOGS OUT & gold DIGGING LOGS IN” and the sarcastic suggestion of a tagline “Dulha bikau hai” (Groom for sale), critiques the app’s approach as a regression from gender equality, hinting at a transactional view of marriage where men’s wealth is the primary criterion.
The app’s premise, as inferred from the image and Bhardwaj’s commentary, appears to cater to a niche market of high-income men seeking partners, potentially leveraging the cultural emphasis on financial stability in indian matrimonial alliances. By requiring men to meet a 50 lakh rupee salary threshold—placing them in the top 1% of earners—and offering women unrestricted access, the platform seems designed to attract affluent males while appealing to women who may prioritize economic security over other compatibilities.
Bhardwaj’s decision to hide the app’s name intentionally suggests a broader critique of the matchmaking industry, which has increasingly embraced technology and AI to facilitate arranged marriages. This move, however, raises questions about the perpetuation of gender stereotypes, where men are reduced to their earning potential and women are positioned as beneficiaries, echoing historical dowry dynamics in a modern, wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital guise.
Users like Asif Iqbal and CENTRIST mock the app’s inequality, with comments like “Dulha bikau hai” and “Men need 50L+ to find love, while women just need to log in,” highlighting the perceived gold-digging undertone. Others, such as BankeLaall and BowTiedDT, express concern over the implications for women’s roles post-marriage and the potential backlash if roles were reversed, pointing to a double standard in gender expectations.
The accompanying image depicts a jubilant bride and groom in traditional indian wedding attire, riding a scooter, which contrasts sharply with the app’s exclusionary policy. Bhardwaj’s caption, “WHEN EQUALITY LOGS OUT & gold DIGGING LOGS IN” and the sarcastic suggestion of a tagline “Dulha bikau hai” (Groom for sale), critiques the app’s approach as a regression from gender equality, hinting at a transactional view of marriage where men’s wealth is the primary criterion.
The app’s premise, as inferred from the image and Bhardwaj’s commentary, appears to cater to a niche market of high-income men seeking partners, potentially leveraging the cultural emphasis on financial stability in indian matrimonial alliances. By requiring men to meet a 50 lakh rupee salary threshold—placing them in the top 1% of earners—and offering women unrestricted access, the platform seems designed to attract affluent males while appealing to women who may prioritize economic security over other compatibilities.
Bhardwaj’s decision to hide the app’s name intentionally suggests a broader critique of the matchmaking industry, which has increasingly embraced technology and AI to facilitate arranged marriages. This move, however, raises questions about the perpetuation of gender stereotypes, where men are reduced to their earning potential and women are positioned as beneficiaries, echoing historical dowry dynamics in a modern, wallet PLATFORM' target='_blank' title='digital-Latest Updates, Photos, Videos are a click away, CLICK NOW'>digital guise.
Users like Asif Iqbal and CENTRIST mock the app’s inequality, with comments like “Dulha bikau hai” and “Men need 50L+ to find love, while women just need to log in,” highlighting the perceived gold-digging undertone. Others, such as BankeLaall and BowTiedDT, express concern over the implications for women’s roles post-marriage and the potential backlash if roles were reversed, pointing to a double standard in gender expectations.
click and follow Indiaherald WhatsApp channel