The site matches you, and brings you together at the "curated" events, so there is no "awkwardness or stigma".
Agnihotri says these events help people come out of their shell, but allow them to take things forward at their own pace.
"We ensure a pressure-free environment where you can be yourself, deriving comfort from the fact that you and date tick each other's boxes," adds Hiranandani.
"You can exchange numbers if you like, date for years, get married next week, or simply leave after a casual drink.
The site then matches profiles of people based on who they are, what they are looking for, instead of traditional matches based on caste or location." A site that caters to both Indians and NRIs, Sirf Coffee has a similar approach, and takes care not to identify itself as an online-dating service. Footloose No More claims to have 5,000 members, mostly from Mumbai and Pune; Delhi and Kolkata follow, and then Bangalore and Hyderabad.
Its focus is on using the Internet to make it easier to meet people - offline. Truly Madly claims similar numbers, while Sirf Coffee, which has a much higher cost of entry, claims to have around 1,100 members, of which around half are in India (mostly Mumbai again) and the rest are NRIs.
Sunil Hiranandani, founder, insists that Sirf Coffee is not an online-dating service.