The cultural environment is likely having the greatest impact on Tinder’s growth in India. The decline in arranged marriages and the increase in young people working in cities may be fueling demand for people looking to make their own connections within a specific location. Other responses may note the size of the market, since India’s population is the second largest in the world; technological factors like smartphone penetration; or economic factors, such as the increase in the middle class, which may affect who can afford the service.

Match Group’s biggest brand, Tinder, is a location-based, social search mobile app that is often used to set up dates. Launched in 2010, the dating app now accounts for 55 percent of total subscribers across all of Match Group’s brands, which include Match.com, Hinge, and OkCupid. Tinder has had double-digit revenue growth year over year fueled, in part, by its expansion into emerging markets like India, where it is the nation’s top-grossing dating app. The app’s growth in India is attributed to India’s urbanization and the decline of arranged marriages.