A segment of the site promises to show users how much they are worth in the 'dowry' stakes. Upon entering one's details like educational qualification and income, the user is in for a surprise. Instead of showing their dowry worth, the ‘calculator’
shows the visitor stats about dowry deaths in India.
The initiative has been created by Shaadi.com, which has partnered with NGO Stree Mukti Sanghatana.
Anupam Mittal, founder and CEO, Shaadi.com, said, “It is saddening to witness such a strong prevalence of marital social issues in India and across the world today. As a result, the original intent of marriage is getting lost. The fundamental purpose of marriage, across religions and cultures is to find lifelong equal companionship and support through the journey of life. Social evils such as dowry and domestic violence destroy the essence and institution of marriage.”
“Being a leader in the online matchmaking industry, Shaadi.com strives to play a positive role in directly helping victims of martial abuse. Through Shaadi Cares, we also aim to leverage our platform to raise awareness among our 30 million members about how marriage can and should be about ‘together for good’ he added.
is a follow up to the company's social initiative Angry Brides, which was launched in 2012.