The fusion between tradition and modern technology in India is nowhere more apparent than in the growing popularity of online matrimonial websites, which are booming, according to new research.

Empower Research's latest report, A Web Partner for Life: Indian Matrimony Web Sites are Modernizing Matchmaking for the Offline World and Positioning to be Lifelong Portals for the Online One, says this trend is set to continue.

"One of the most popular lifetime milestones emerging on the web is marriage matchmaking," says managing partner Kyung Hang. "Its popularity has grown mainly due to convenience and costs savings, and, as a result, the online matrimonial industry will reach 20.8 million registrations with revenues of $63 million by 2010 -2011."

This postitions such sites well to pick up further business from their users. The report says, "Indian matrimony sites are emerging as leading candidates in controlling access to a majority of future, web-based personal services/products - because of the still-evolving, online behavior of the average consumer, these match-making destinations have an advantage in creating lifelong customer stickiness with the developing Indian web user. This position of strength could very well change the future internet landscape in one of the largest national economies in the coming years."

Some of the most popular sites include Bharat Matrimony, Shaadi.com and sulekha.com. However, all these matrimonial sites face hurdles in terms of Indians' sensitivity about revealing personal information, which users fear may get into the wrong hands. The report emphasises the importaqnce of measures such as thorough security checking, data control and user experience enhancement under one broad umbrella brand.

Hang also believes that portals need to upgrade the sites with Web 2.0 technology and social network tools.

Based on user suggestions through the customer service desk and user research programmes, Shaadi.com - owned by the People Group - has recently introduced its users to Matrimony 2.0. People Group CEO and chairman  Anupam Mittal says, "We have always put our members at the forefront of our business strategy – we’re now thrilled to be able to put them in control." X