Bumble, an online dating app known for empowering women to make the first move, is gearing up for its launch in India with the help of Indian celebrity Priyanka Chopra. The company’s founder and CEO, Whitney Wolfe Herd, revealed that Chopra had initially expressed the need for Bumble in India several months ago during the launch of Bumble Bizz.
The decision to enter the Indian market comes shortly after Tinder introduced its My Move feature in the country, allowing women to control who can initiate conversations. Wolfe Herd emphasized the importance of localizing the app and attracting women to ensure its success in India, which is where Chopra’s expertise and influence will play a key role.
Chopra, along with her manager Anjula Acharia, who is also an investor and adviser to Bumble, will provide insights on how to resonate with the local audience. Acharia’s experience in bridging the gap between Indian and Western cultures, as seen in her work with artists like Britney Spears and Lady Gaga, could prove invaluable in Bumble’s expansion efforts in India.
To address safety concerns in the region, Bumble plans to introduce new safety features and a localized app available in Hindi and Hinglish. The app will only require Indian women to provide the first initial of their name and will offer enhanced reporting tools to address any inappropriate behavior.
Despite facing legal challenges from Match Group, the parent company of Tinder, Bumble remains focused on its mission to empower women globally. With over 160 countries already under its belt, the entry into the Indian market presents a significant opportunity due to the country’s large internet user base, which is second only to China.
As Bumble prepares to make its mark in India, the collaboration with Priyanka Chopra and her team signifies a strategic move to tap into the country’s dating market and provide women with a platform that aligns with their values and preferences. With Chopra’s advocacy for empowering women and Acharia’s track record of cultural crossovers, Bumble’s expansion in India is poised for success.