Acquires Dil Mil, Popular Ex-Pat Dating App

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  • Views: 189 Group Acquires Dil Mil Group is expanding its suite of dating apps by acquiring Dil Mil, a San Francisco-based dating app that is popular among ex-pats from India and South Asian countries, according to Tech Crunch.

South Asian ex-pats are less interested in arranged marriages, and have turned to dating apps to help find love in the U.S. However, most popular American dating apps like Tinder and OkCupid aren’t culturally appealing to this group of daters, who are more conservative and traditional in their approach to dating.

Dil Mil has about a million users to date across the U.S., U.K. and Canada. The acquisition was a combination of cash and group stock, with the total deal valuing about $50 million according to Tech Crunch. CEO and founder KJ Dhaliwal will continue to manage the app.

Maria Sullivan (Vice President of Group & Board Director at Dil Mil) said in a statement: “ Group sees great potential in Indian and other South Asian markets. Dil Mil’s small yet talented team managed to build the leading company in its niche. The team will continue to manage the company while Group will provide additional resources to help Dil Mil grow further. Group plans to continue to acquire successful companies in the social discovery space.”

Right now, the company is putting some resources behind marketing the app. Dhaliwal has run campaigns with Bollywood stars like Shilpa Shetty as well as South Asian influencers. They have also sponsored events like the Session Musical Festival in New York, according to Tech Crunch.

Dating apps have been focusing on the growing South Asian market in recent months, including powerhouse dating app conglomerate Match Group, who has hired senior staff to manage territories in India and South Asia as they put more marketing resources into growing their brands. Female-friendly app Bumble has partnered with Priyanka Chopra for its launch in India, which includes its friendship-finding and business apps to help women make connections with each other, Bumble BFF and Bumble Bizz.

Dil Mil fills a particular niche in appealing to ex-pats from these areas, who are increasingly taking a more Western approach to love by using dating apps to meet people. India is a focus, because of the high number of professionals from the country taking jobs overseas, as well as its continued population explosion. (It is on path to surpass China in 2027.) About 30 million people leave India to pursue jobs in other countries, according to Tech Crunch, and they have the highest family income and education among foreign-born populations in America. Group includes a number of brands, from, DateMy Age, LovingA, Tubit, AnastasiaDate, ChinaLove, and others in addition to Dil Mil.