Bumble’s launch is going to congest the dating app segment in the country where Tinder, OKCupid, happn, and others are already popular. The differentiating feature in Bumble is the way the app combines "dating, friend-finding, and career-building into a single social networking platform”. On Bumble, women make the first move. If a person has a match, the woman has a 24-hour window to respond. The main revenue comes from paid features like extending the 24-hour limitation to respond to a match. According to the app’s senior executives, the revenue and user base is doubling every year and it has made its Asia debut with India.

For Sarah Jones Simmer, Bumble’s Chief Operating Officer, India is attractive in terms of the precipice it currently stands on, especially when it comes to women. “We have this technology that allows them to take on a more meaningful role in the most important relationships in their lives,” Simmer was quoted as saying. Bumble has introduced some India-centric features like a religion filter, mentions of astrological signs, smoking and drinking habits, as well as an option for women to only mention the initial of their first names.

“We’ve learnt that women are quite similar across the globe. They all have a voice, they all want friendship, respect, opportunity and the ability to be themselves, it’s not nuanced differently in India and America. It’s been fascinating to sociologically approach the beautiful tradition of India, make sure we don’t damage that but make a positive impact,” Herd noted.