Los Angeles, California-based Tinder launched its first overseas office in India which is currently its largest market in Asia. Tinder was the most downloaded dating app in India in 2015 and the company says the app attracts over 14 million swipes each day in India.
A new advertisement campaign by Tinder in India has been seen by some as a way for Tinder to change its positioning as a parent approved dating site, reports the BBC. Taru Kapoor, head of Tinder India, says the video shows the “changing dynamic” in Indian culture. “Like every generation, the youth today have adopted strong Indian values while at the same time creating new norms and rejecting the ones that do not fit anymore in a shifting world order. A mother catching a glimpse of her daughter’s Tinder notification is reflective of the future of dating in India, where youth and parents are open and honest about dating,” she says, in a statement emailed to the BBC.
Though, in reality, this may be far from becoming universal in India, yet.