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Since then the traditional business of marriage has been under serious threat with the rise of websites like Shaadi.com, Jeevansathi.com, Bharat and others.

So much so that it is now predicted that the online marriage business will be worth Rs.1500 crore by 2017.

These sites began life as digital brokers for parents seeking a match for children, a practice rapidly waning.

“We attract more independentminded users who want to take control of finding their partners themselves versus relying upon their parents,” said Sachin Bhatia, chief executive of Truly Madly.

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Matrimonial websites have been in India for more than 15 years now.India’s online matrimony business was expected to grow to 520 crore in 2013, according to a 2013 report by industry lobby group Assocham.Sanjeev Bikhchandani, founder of Info Edge (India) Ltd that runs matrimonial website Jeevansathi.com, declined to comment on the matter because he has not seen the advisory.“Women and child development minister Maneka Gandhi was actively pursuing the matter.Since it was related to IT Act, our ministry approved this today.” The guidelines were formulated in conjunction with the ministries of information technology, home affairs and the National Commission for Women.Eventually, Deokule said, his parents managed to persuade him to leave the profile up on the matrimonial Web site.

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