Why Tinder referral program never worked in India?
Shaadi.com gets the majority of users through referrals.
Both Tinder & Shaadi.com
are network effect products.
have an overlapping target audience.
are free to try out.
Why did Tinder have no referral success then?
Enter - the "Taboo effect"
For most Indians, Pre-marriage dating is a taboo.
Arranged marriage is a well-accepted social norm.
Every referral has two major components.
For average taboo category tinder users,
Referral incentive they get <<< Social capital they lose.
You put an Rs.1000 cashback on a successful referral for tinder and still get the same result.