A vernacular dating app for Malayalees: Say hello to Arike
Aisle’s Arike promises to offer personalised, high-intent matchmaking for Malayalees living in and outside India.
Aisle has announced the launch of Arike, a vernacular dating app for Malyalees residing in and out of India. Arike means ‘close by' in Malayalam and as been designed to offer “high-intent matchmaking” to the youth of Kerala. Arike is Ailse's first attempt at creating a “vernacular dating landscape by offering a customised app suited to a region's culture and habit”.
For people who are specific about faith, religion, language etc when it comes to choosing a partner, Aisle plans to use Arike to learn more about Indian romance and build more vernacular dating apps like Arike.
Arike has been designed exclusively for the Malayalam-speaking audience between the age group of 21 and 40, however, it does not have any geographical limitations as is the case with most dating apps.
The app has some culturally-specific features like a logo which is inspired by the first letter of the Malayalam language etc. Everything on the app is designed to suit the local geography including Malayalee icebreakers around food/movie choices and references to Kerala's pop culture.
To replicate Aisle's value proposition of high intent matchmaking, app-based digital goods like the number of free likes on Arike are more scarce than it is on Aisle. However, members can purchase 'notes' and express their interest in other members by writing to them directly.
Able Joseph, Founder and CEO, Aisle said, “We've been building Aisle for over six years and are the only Indian dating app to make it in the top 5. We understand desi romance. Our data suggests that Kerala is among the top states that find value in high-intent dating and that is how the idea of Arike, a high intent dating app for people of Kerala came to be. The launch of Arike will continue to shape Aisle's global presence as we hope to see cross border Malayalee matchmaking come to vision. Kerala is just the start, we are planning to launch versions of Arike across India in multiple states personalised to that region's culture and habits.”