For members of traditional South Asian communities, marriage—in Hindi and Urdu, shaadi —is the single most important event in life. To help unmarried South Asians find a suitable partner, Anupam Mittal, a Mumbai entrepreneur, launched the dating website shaadi. Like Lavalife, match. But Shaadi bills itself as a site for people who want to marry, not a hangout for promiscuous daters, and it requires that its members indicate skin complexion and religion and caste—decidedly old-fashioned ideas that have created something of an image problem.
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