Finding a perfect match, does seem like a difficult task, doesn’t it? With arranged marriages still being the standard norm in India, Matrimony sites like Shaadi, Bharat Matrimony, and Jeevansaathi, among many others, have acted as the savior for many. However, it was still hard for the Indian Muslim community, wherein this New Delhi-based Matrimony site called Nikah Forever stepped in.
Planning a nikah? Congratulations! This beautiful Islamic wedding ceremony, also known as a Muslim marriage ceremony, is all about uniting two souls. The nikah itself is the religious contract, witnessed by an Imam, that officially binds the couple. But the festivities can include a nikah ceremony with special attire and decor, followed by a celebratory walima. Learn more about nikah essentials, like the nikah nama (marriage contract) and finding the perfect nikah dress!
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Nikah Forever: Addressing Muslim Matrimony Needs Through Technology
Nikah Forever is an Indian Muslim Matrimony site, that was founded by Hammad Rahman in 2018. This platform uses technology to address the crucial points required by the users of a Matrimonial service, such as privacy guarantee, relatable content strategy, filters for caste-based sub-community preferences, and also helping the less tech-savvy people through wellness app.
The CEO of Nikah Forever, Hammad Rahman, realized the problems faced by Indian Muslims while finding a perfect match, especially for this generation when finding partners through one’s personal and professional network doesn’t align with India’s custom of arranged marriages. Understanding its untapped potential, he came up with the idea of a Muslim Matrimony site that would help his fellow Indian Muslims to find what they are looking for over the internet. Rahman, the founder further explained his plan saying, “listening to the users first to build context and using this information as a knowledge source to help them find the perfect match.”
Increase in Online Matrimony During Lockdown
With the COVID-19-induced lockdown in play, Nikah Forever witnessed an increase in the usage of their Matrimonial site and Matrimonial app, as the Matrimony service was one of the few sectors that grew during the pandemic. “During the stringent lockdown phase, users had more time at their disposal, and physical meetings were a taboo. As an increased proportion of users shifted to online matrimony, our numbers swelled up,” Hammad explained.
While elaborating on their design thinking methodology, the company’s team realized the problems faced by people who could not use the internet and technology as effectively as others. These included the elderly population from Tier 2 and Tier 3 cities. One of the main concerns of these people was the inability to register on the site. “We understood how people faced issues while registering and how it impacted the churn rate. As part of the conversion optimization process, we went about introducing an assist feature wherein a customer service executive in tandem with an AI-based chatbot is assigned to a particular user,” elaborated the CEO. “A lot of parents have registered for the service.”
Caste/Sect Filters on Matrimonial Sites: Criticism and Justification
Just like any other field, Matrimonial sites are no less prone to criticism. A lot of people have criticized the company on various social media platforms and as well as review portals, for including caste/sect-based search filters, as a claim to divide them based on class and caste. However, Hammad Rahman explained the need for these filters, which were not introduced in the beginning but had to be incorporated due to intense public demand. “There shall always be some people who shun the idea, and we have a caste/sect no bar option for them,” added Hammad.
Nikah Forever does not just act as a Muslim matrimony app but also works against the existing social evils in our society. This shows how the company is socially responsible and works for the betterment of society. They have worked on various campaigns be it against Dowry or even the phrase of ‘Big fat Indian wedding.’ Hammad understood the crucial issue of excessive spending on weddings and the burden it puts on families, along with the issue of dowry. He then initiated campaigns against them, and just to make a mark- their ‘No to Big Fat Indian Weddings’ initiative managed to get more than 1.5 lakh signatures on its online petition.
Understanding Islamic Marriage Practices
The company also helps Muslims, gain knowledge about their religion, especially regarding marital practices, through their online blog where they often post articles. These articles are mostly centered around marriage and are made to make people aware of the practices of Islam, along with the rights, roles, and responsibilities of a husband and a wife.
Planning a nikah? Congratulations! Whether you’re searching for the meaning of “nikah” in Arabic ([nikah Arabic meaning]) or browsing nikah anniversary wishes ([nikah anniversary wishes]), there’s so much to learn. From the beautiful ceremony ([nikah abaya]) to the sacred vows ([nikah vows]), many resources can guide you.
Till now, Nikah Forever claims to have close to 75,000 registered users and is increasing the number by exploring alternate channels. The company has launched a navigational mobile application for its users to improve their convenience along with reach. It aims to expand globally and has started working towards setting up its base in the UAE. In an interview with Newshunt360, Hammad said, “The company is eyeing a $7 Mn revenue and looking to grow their workforce by 5x over the next year.” It is a growing platform and will continue to boost in the future.
Conclusion
Nikah Forever is the Islamic term for the religious marriage ceremony that unites a Muslim man and woman in wedlock. It’s considered a sacred contract, not just a celebration, and holds immense importance within the religion.
