Pressured by cultural norms and familial expectations, individuals are often led into marriages hatched by parents and matchmakers, and are involuntarily drawn into relationships with strangers that are meant to last is often emphasized as the pinnacle of a woman's life.
“I mean it’s just a business.” One person whose business has benefitted from dating websites is Neema Lodhia, owner of Wedding Store 24, a wedding concierge service for the South Asian community in southern California. Many users are actually parents posting for their unwed children.
She sees a definite trend in how her customers meet. “So if you call up the number, you’re connecting with the dad or mom,” Narendra says.
But some of their acquaintances are meeting their future spouses through very different means.
“One couple we know met through one of the online matrimonial sites,” Krishnananda said.
- or "wedding" - mentality is prevalent in South Asian communities.