Betterhalf.ai: How Pawan Gupta is Using AI to Disrupt India’s $50 Billion Matrimony Market
In the traditional world of Indian matrimony, parents are the primary decision-makers, relying on caste, religion, and horoscopes. But for the modern, high-income urban Indian, the search for a partner is deeply personal and behavioral. Pawan Gupta, an MIT graduate and Y Combinator alum, experienced this disconnect firsthand. After waiting four months just to speak to a single profile on a legacy platform—only to be ghosted—he decided to build a tech-first alternative. Today, Betterhalf.ai is India's only "parent-free" matrimony app, serving over seven lakh monthly users and facilitating more than 10,000 marriages.
Co-founded with Rahul Namdev, Betterhalf.ai isn't just another matchmaking site; it's a technology powerhouse that holds a US patent for "single-click matching." By leveraging 50 lakh successful matches worth of data, Pawan is transforming how urban India finds love and plans weddings.
Beyond Caste: The Behavioral Dimension
While traditional factors like annual income and education still account for 70% of preferences, Betterhalf.ai focuses on the remaining 30%—behavioral traits. This includes matching partners based on values such as nuclear family preference, settling abroad, introversion/extroversion, and even dietary habits like being a "pizza lover."
The MIT Roots and the "H1B Trigger"
Pawan describes his early self as a "naughty boy" who didn't like traditional studies. His first startup was an EdTech venture that assessed non-academic interests in schools. Seeking deeper business knowledge, he landed at MIT. The genesis of Betterhalf happened during a two-month "peaceful ideation" period at MIT after his H1B visa didn't go through.
"Those 60 days were the best experience, thinking how the world would change and how Betterhalf would come in," Pawan recalls. He and his co-founder, whose own engagement had recently broken, were determined to solve the partner search problem for themselves and their friends.
"Single-Click Matching": Patented Magic
One of Betterhalf's most significant technical moats is its onboarding speed. Traditional apps require hours of form-filling. Betterhalf asks for just a name, gender, and date of birth. From there, the AI takes over.
How Single-Click Matching Works
- Data Prediction: Based on name, gender, and IP address, the AI predicts religion, community, mother tongue, and median income levels with 80% accuracy.
- Network Effects: Leveraging data from 5 million historical connections to predict partner preferences in real-time.
- Instant Onboarding: Users see profiles within 5 to 10 seconds of entering their name—a "magical" experience that bypasses traditional barriers.
- High Connection Rates: While dating apps might offer 1-2 connections a month, Betterhalf users typically see 8-10 direct connections with verified working professionals.
The Evolution: From Matchmaking to "Wedding Super App"
Pawan views the Indian marriage market in three stages: Matchmaking, Courtship, and the Wedding. While courtship is largely served by existing industries (movies, dining, tours), the wedding stage remains 90% unorganized. Betterhalf is evolving into a Super App where users can not only find a partner but also book wedding photographers, decorators, and venues directly through the platform.
"Ten years ago, parents were the decision-makers. Today, urban Indians are driving the search," Pawan explains. By providing a verified community (government ID and selfie verification), Betterhalf builds the trust necessary for both love and high-value wedding services.
Relationship Nurturing: The "10x Cash Deposit" Rule
With technology making matchmaking faster, Pawan is also wary of the rising divorce rates in India. He views the first two years of marriage—until the first baby—as the most critical "bonding time" that needs careful nurturing. He recommends that urban couples approach relationships with a mindset of "giving" rather than demanding.
Pawan's Relationship Hack
Think of a relationship like a bank account. "Anytime you have to make a withdrawal (a conflict or demand), make sure there is a 10x cash deposit of effort and care already in the relationship." He also advocates for "parents as passengers"—keeping them in the loop for support while the couple remains the drivers of the journey.
Five to Seven Death Experiences
Pawan’s journey hasn't been without its trials. He believes every successful startup must survive five to seven "death experiences." Betterhalf has already navigated three. "Entrepreneurship is about doing the things you really like without being influenced by external noise like media or investors. You have to be serving others in the most professional way and giving all your energy into that," he says.
— Pawan Gupta, Co-founder, Betterhalf.ai
The Future of Betterhalf
With a #1 ranking for its "Marriage Biodata" feature and a growing suite of astrology and wedding planning products, Betterhalf is positioning itself as the indispensable partner for modern Indian couples. By combining the precision of US-patented AI with a deep understanding of Indian behavioral shifts, Pawan Gupta is ensuring that for the next generation of Indians, finding a "better half" is a journey of compatibility, not compromise.
About the Guest
Pawan Gupta is the Co-founder and CEO of Betterhalf.ai. A graduate of the Massachusetts Institute of Technology (MIT), Pawan is a repeat founder who previously built a profitable, bootstrapped EdTech company. He is an alumnus of Y Combinator and is recognized as a pioneer in applying behavioral AI to the Indian matrimony sector. Under his leadership, Betterhalf has raised significant funding from top-tier investors and has become a household name for urban Indian professionals.