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"The website works on a social algorithm to connect likeminded individuals who are looking for serious relationships," says Kumar.

Take the case of Sirf Coffee, which uses the "relationship management model", and launched in 2008.The catch is that you can't use the site just to meet people online - if you miss three Footloose events in a row, then your membership is revoked.Another Indian dating site is Truly Madly, whose co-founder, Rahul Kumar, says the website is a modern-day matchmaking service that relies on "scientific methods" to match people.According to Kumar, people in India want "more choice in their matchmaking decisions, but don't want to tell people - particularly their parents - that they are registered on dating websites." An online-offline hybrid That's why sites like Sirf Coffee and the others try to sell the idea of a mediated experience, instead of online dating.Agnihotri says that on Footloose No More every member who gets approved gets a screening call.The charges vary - Footloose No More has a free membership, while Truly Madly charges Rs. The India model Scientific methods and curated meet-ups sound good, but most e-commerce ventures had to be tailored to meet the needs of the Indian market.

Simply bringing international ideas to India has not been very successful.

There is opportunity to move forward, without the obligation to do so." Footloose No More's curated events also keep the interactions offline.

You can see people on the site, but you can't message them on your own.

(Also see: Beyond the norm: Matrimony sites that focus on small groups reap big benefits) Varsha Agnihotri came up with the idea of starting Footloose No More four years ago, when she was at a Holi party.

The idea of a website that would allow "modern, urban Indians" to choose their own partners and go from dating to perhaps matrimony at their own comfortable pace seemed worth doing.

Since she didn't see too many alternatives in India, packaging the site in a "different" format would be the key.