By Saritha Rai Since downloading the Truly Madly dating app two years ago, Arsath Ajmal hasn't ventured out on a single date. The 27-year-old pharmacist lives in a small town on India's southeast coast and is loath to upset local sensibilities."I'm scared that my friends or neighbours will spot me and start rumours. So Ajmal limits himself to chatting with women online and uses the app to divine if they're spendthrift, flirty and look like their profile photo.
The women that the marriage minded millionaire will date would usually be a bit closer to his age and experience level, and looking for the stability and security that this gentleman can provide.
The traditional Sugar daddy relationship usually does not go much beyond a mutually beneficial arrangement where it is basically fun and frolic dating with all expenses paid for the young lady, and the gentleman enjoying the company of an attractive young woman.
The marriage minded millionaire is looking for more than that.
As a result, dating startups are treading carefully.
When Delhi-based Truly Madly started two years ago, its founders were disinclined to call it a dating site and went for the inoffensive tagline, 'India's best matchmakers.' "We were scared of using the word 'dating.' It does not reflect very well on Indian culture," says Sachin Bhatia, co-founder and chief executive officer.