LGBTQIA+ community in India gets new matchmaking app by Matrimony.com, RainbowLuv

Akshata Kamath
Akshata KamathSep 07, 2022 | 16:20

LGBTQIA+ community in India gets new matchmaking app by Matrimony.com, RainbowLuv

RainbowLuv will be another new matrimony platform for LGBTQ members. (Photo: PTI)

Matchmaking service provider Matrimony.com has designed a new app called 'RainbowLuv' for members of the LGBTQIA+ community. The app allows you to choose from 45+ gender identity options, 122+ orientations, and 48+ pronouns. 

The company is looking at an addressable market of about 11 million to 13 million for the app, Rainbowluv, it said in a statement, although there is no official data on the LGBTQIA+ population in India, reported Reuters.

The RainbowLuv app

What's the app about? RainbowLuv aims to be a ''safe and trusted platform'' for the LGBTQIA+ community and has been created after multiple discussions and workshops with members of the community for over a year. As per The Financial Express, to ensure that the profile picture a member sees and the person they meet are the same, every member has to verify their profile by uploading a selfie during the registration process. This is then checked with the photo uploaded on the profile.

You don't have to share your personal information like photos, email id, and phone number with everyone on the app. You can show your photos and contact details to the people who you match with.

Photo: RainbowLuv

But, is this legal in India? On September 6, 2018, the Indian Supreme Court lifted a century-old ban on gay sex with the partial repeal of Section 377 of the Indian Penal Code to improve the rights of the LGBTQIA+ community. But India does not legally sanction same-sex marriage yet. 

Does the app have competition?  RainbowLuv will now compete with Bumble, Grindr, OkCupid, Shaadi.com and As You Are. 

Photo: AFP

About the company launching the app: RainbowLuv is created by Matrimony.com, a listed company that provides matchmaking and wedding services in India. The company owns and operates around 300 marriage-related services and operates through popular brands like Bharat Matrimony, Elite Matrimony, and Community Matrimony. It had recently launched 'Jodii', an app that allows users to use the app in nine regional languages so that the company could reach a broader audience in the country.


Matrimony.com is seeing a growing momentum when it comes to financials. Its profits after tax have risen by 31.44% for the year 21-22 and the consolidated net profits grew to Rs 53.59 crore. The company had listed on the stock market in September 2017 at a price of Rs 821 and has since seen a reddish trend as share prices have slumped to Rs 694 as on date.

Last updated: September 07, 2022 | 16:52
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