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Yaari.com brings mobile social networking to India
MUMBAI: Yaari.com, a social networking site for Indian youth, has released Yaari Mobile, India‘s platform for mobile social networking. |
| Co-founder and CEO Prerna Gupta said, “The benefit of integrating a social networking site with mobile phones is that it keeps users connected to their network of friends from anywhere, which is especially relevant in India where people do not always have continuous Internet access.” The product release includes two primary features: Ywords and Ychat. Ywords allows users to browse the network and interact with other individuals on the site using simple Sms functionality. For example, if a Yaari member sends an Sms command ‘Y profile prerna gupta‘ to Yaari, she will receive Prerna‘s profile information in the form of an Sms on her phone. She could then go on to browse Prerna‘s friends in the same manner, and also send them ‘pinches‘, a unique way of interacting with other Yaars. |
The other feature, Ychat, uses Sms to enable group chatting on the go. Users log in to Yaari.com in order to create their Ychat groups and invite their friends to join. Once the group is in place, members can join group discussions via their mobiles and can broadcast messages to every person in the group with a single Sms. They can also reply to messages sent by other members, both from their mobiles and online. Yaari.com also plans to introduce non-Sms based mobile features, such as photo and video upload, in the near future, added the release. “There are 25 million active Internet users in India. While this figure is large and growing rapidly, it is just the tip of the iceberg. With over 100 million mobile phone users, more than half of which are youth, India is ripe for a mobile social network,” added Prerna. |
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
