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New Jersey boys Josh Israel and Devin Serago learnt that lesson the hard way when they moved to India to start Thrill in 2012. Frivil, he says, is getting a lot of women users because "women want to know how they are judged on the basis of how they look." Since apps like Tinder and Frivil are largely about hooking up, Indian startups are trying to customize apps to suit those looking for something a little more serious.

Able Joseph tried to address his own dissatisfaction with existing dating apps and matrimonial websites when he built his platform, Aisle, in 2014. "Initially we didn't think we'd get users from non-metros but we realized demand for companionship is the same no matter which city you live in," he says, adding that 45% of Truly Mad-ly's users are from non-metros.

In India, the ratio of men to women on dating apps is , which could be a reason why a Tinder-like model won't work well. Girls are fewer because men are more desperate, he says. So in 2015, Israel launched Frivil, an app that lets people rate one another on looks and matches them based on their score. It may sound superficial but that is exactly how people operate," says Israel.An Intel report says 40% of users of dating apps are likely to increase the amount of time spent on them ahead of V-Day.Menon agrees that Woo sees an increase in users, especially women, around this time.In just three years, India has become Tinder's largest market in Asia.Last month, the company opened an office in Delhi, its first outside the US.

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