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And an explosion of identity-defining hashtags: #voracious gourmand, #animal lover, #sports nut, #whiskey connoisseur, #health freak, #party hopper, #avid reader. ' although he himself is there." But 'judgement' works the other way too.

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The index finger automatically positions itself, to do the best thing it has ever done: swiping the screen-left, right, up, down. They had a great idea and they wanted to turn it into a business.And so was born the Woo mobile matchmaking app for urban singles looking for a life partner."The 'aha' moment came only after we went live," he says.He and his team were trying to solve a very human puzzle: how does one find a person one wants to spend one's life with in the always-connected-yet-isolated lifestyle of urban India?"We had a team working on different innovative app ideas," says Menon. They talk about 'judging' people on apps: "There's a lot of 'judgement' around dating apps," says a girl, who learnt about them on her brother's mobile phone.

And they think I am some kind of a cheap woman, easy with my favours."The Delhi students echo the same sentiment.

We are now friends." Do their parents know about their experiment with dating apps? "What happens to the shared comfort of caste, class, religion, culture and language if generation-next happily meets, greets and does more with complete strangers," says Ranjana Kumari, director of the Centre for Social Research, Delhi, who has studied 3,200 matrimonial ads published since the 1960s.

People like them form 55 per cent of the brave new world of dating apps, whispers an executive of the dating app company that has invited them to share ideas and insights on love in the time of apps. I got 13-14 matches in 15 minutes," says one girl, flicking her ponytail. We spoke for 5-6 days, exchanged numbers, found common friends, checked each other's Facebook profiles and then went out for coffee. As young Indians start playing with the play stores on their mobile phones, bursting with dating and match-making apps, years and years of safety nets built around the social space for love, romance and matrimony have started sprouting holes.

"Within weeks of its launch in Bangalore in August 2014, we started hearing very positive stories.

A real validation from the ground up and we knew we were on to something."TRIUMPH OF CHOICEAccording to digital data resource Mindshift Interactive, nearly 33 per cent couples today meet online, 67 per cent of singles know someone who has met or romanced online.

"Most of them were single and actively searching for a committed relationship." The transactional approach of matrimonial sites, of judging future life partners by filters like weight or complexion, left them cold.