**New Player Enters India’s Online Dating Scene**
Bumble, the popular dating app that empowers women to take the lead, is set to launch in India later this year. The company has partnered with Indian celebrity Priyanka Chopra, who has invested in the business and will serve as an advisor on the expansion.
This move comes on the heels of rival Tinder’s introduction of a similar feature, allowing women to control who can initiate conversations. However, Bumble’s efforts to enter the Indian market have been underway for some time, with Chopra first suggesting the idea to founder and CEO Whitney Wolfe Herd several months ago.
Wolfe Herd believes that Chopra’s involvement will be instrumental in helping Bumble tailor its experience to Indian women, who are increasingly looking for more control and agency in their online interactions. To cater to this demand, Bumble’s Indian app will be available in both Hindi and Hinglish, and will feature new safety measures to address concerns around violence against women.
These safety features will include the option for women to provide only their first initial, rather than their full name, and new reporting tools to tackle “bad behavior” on the app. Bumble already has a robust system in place, with over 4,000 content moderators reviewing photos and profiles, as well as photo verification features to ensure authenticity.
The launch in India marks a significant milestone for Bumble, which already operates in over 160 countries. With India boasting the second-largest number of internet users globally, this market presents a major opportunity for the company to expand its user base.
However, the move is not without controversy, as Bumble faces ongoing legal battles with Match Group, the parent company of Tinder. The two companies have been embroiled in a heated dispute over patent infringement and trade secrets, with both sides accusing the other of unfair practices. Despite these challenges, Bumble remains committed to its mission of empowering women and promoting healthy relationships.
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