Dating in smaller cities comes with a unique set of challenges. Cultural norms, fear of judgment, and privacy concerns often prevent individuals from engaging confidently.
Recognizing these barriers, the product team at FRND introduced Love Skool and virtual gifting—an innovative combination that helps users express themselves while fostering meaningful connections in a safe, engaging environment.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: Dating Norms & Online Engagement
Dating norms in Tier-2 and Tier-3 cities of India are evolving, but the journey is far from easy. Many young individuals, especially those unexposed to modern dating norms, face challenges in expressing themselves confidently. Adding to this, mainstream dating platforms often fail to create safe and judgment-free engagement spaces, leaving a gap in fostering meaningful connections.
For these users, privacy concerns, fear of judgment, and doubts about navigating the dating space often deter them from participating actively. FRND identified this unique challenge and sought to build an inclusive solution.
The Solution: Love Skool and Virtual Gifting
To bridge this gap, FRND introduced Love Skool, an innovative feature designed to empower users by building their confidence in social interactions. Love Skool connects users with trainers, typically micro-influencers from platforms like Instagram and YouTube, who offer one-on-one sessions addressing common questions such as:
- How to dress for a social outing?
- How to create an engaging dating app profile?
These sessions provide practical advice while encouraging users to express themselves freely.
Additionally, FRND launched a virtual gifting feature where users can send digital gifts like yellow roses to express admiration. These interactive tools bring playfulness to conversations, making dating more engaging and interactive.
The Impact: Love Skool and virtual gifting have transformed FRND into a hub of meaningful interactions. While the exact numbers are unclear it-
- Helped users to build confidence and improve their communication skills.
- 200+ micro-influencers actively contribute to Love Skool, offering personalized advice.
- Virtual gifts have driven a significant uptick in engagement and revenue.
- The initiative now drives a significant part of the revenue, proving the feature’s financial and social impact.
The Team Behind the Innovation
Shashwat Dwivedi: Head-BizOps, FRND
Syed Danish Nabeel: Lead Product Manager, FRND
Syed & Shashwat identified that folks in Tier 2,3 cities lacked confidence and found it challenging to express themselves in a dating setup. apps struggled to make conversations engaging. They introduced a feature allowing users to send virtual gifts like yellow roses for a small price, enabling users to express admiration in a playful and interactive way.
As a part of Upraised’s Game Changers, we're on a mission to celebrate high-impact problem solving & celebrate the individuals who brought these innovations to life.
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