One of the silent social menace is that of complications in finding suitable life-partner; and then to manage the family with long-lasting bond. Sootram is addressing this issue with creative business model.
Problem Statement
The family system as an institution has come a long (and misdirected) way in the previous five decades. Because of the reasons and factors listed below, the family system is slowly becoming dysfunctional –
- This is, in 2020s, fifth or sixth generation of nuclear families. This has resulted in loss of the art of raising a family among parents.
- Excessive exposure to the “global culture” which has caused departure from own (inherent) culture and values of living.
- The “trends” of ‘women empowerment’, ‘equality’ and ‘career-mindedness’ – which have collectively resulted in men and women thinking about getting into married life much after the suitable biological age window (of 21-26); and remaining unmarried till 30, 34, 38 and even up to 40, or so.
- Difficulties in compatibility – Because the men and women have become educated and career-minded, the kind of ego has set in and it is now normal to express non-acceptance quite quickly; in place of finding ways to accommodate and adjust to make the family last entire life. Divorces and break-ups are a norm today. This is serving as a bad example for the next generation – who also suffer emotionally when there is no harmony in home environment.
- Bias in legal system – which has a tendency to support one side more than the other. (Dozens of cases of extortion and cheating are found, for example on timeline of Deepika Narayan Bhardwaj who is tirelessly working on such cases).
- Multiple and petty reasons for which match-making discussions fail – from Kundali matching to location where the boy and girl are in job, from food habits to non-responsiveness gesture in communication by one party (not being prompt to respond).
- Poor / distasteful presentation of information on biodata; improper selection of photos…
The Sootram Solution
Drut incubated the Sootram founders to think through the issue; though the founders’ own commitment to address the problem also helped.
Most of the behavioral problems can be attributed to either ignorance, or impulse, or immaturity (or combination of it). With proper training and orientation at least impulse and ignorance can be corrected. (To add, it is only the criminal act that arise from intent.)
Because most of the behavioral problems can be attributed to either ignorance, or impulse, or immaturity (or combination of it). With proper training and orientation at least impulse and ignorance can be corrected; it was felt it suitable to design multiple modules for guiding both – the candidates and parents for pre-matchmaking stage an also for post-marriage scenario. Few of the modules’ titles will give a clue (this is only an example list) –
- Sootram 101
- It Takes Skills & Work to Manage Family
- Being A Housewife – Pros & Cons
- Common Factors That Cause Delay in Marriage decision
- The 50-Factor Sootram Compatibility
- Various Career Combinations for Work-Life Balance
- Why Sootram Couple Make the Best Co-Founders
- The Family Constitution – Why & How
- Six factors For Family’s Prosperity
With these modules + matchmaking system + a proprietary compatibility factor system, Sootram is now ready to serve the society via its website – https://sootram.com/
Vision behind Sootram
Family has been recognised as the unit of society that keeps together not only the people, but also culture and identify. A healthy family is first essential component for social well-being, collective prosperity and safe future.
The vision behind Sootram, thus, is not limited to providing matchmaking service, but to contribute in creating a society that holds the flag of ‘FAMILY AS AN INSTITUTION’ high.
Consulting Intervention By Drut
- Helping the articulation of Problem Statement, Solution Statement, Vision Statement as mentioned above
- Conducting market research on both the supply side and demand side, and on this basis, to develop a pricing strategy and value proposition
- Conducting market research on both the supply side and demand side, and on this basis, to develop a pricing strategy and value proposition
- Facilitating the tie-up between Sootram with Addwit where Addwit provides the most unique framework for prosperity – because a prosperous and happy family is what every young couple aspires for
- Helping them in developing the Sootram Brand strategy because entering and positioning in the market requires a clear go-to-market thinking. (Detailed below)
- Developing the financial projections and pitch for investing partners
- Arranging partnership meetings (ongoing).
The Sootram Brand
In the matchmaking segment, there are big, established brands already in the market for decades together. Selecting an identity that helps us position the new venture required thinking through.
- SOOTRAM सूत्रम as the brand was selected after brainstorming upon names like “parivaram”, “suniti” “kalyanam” etc. The main reason was to underline the thought that just as the thread, the सूत्र keeps the flowers together, the SOOTRAM सूत्रम will be the force that will keep the family together. (Of course, also, the domain name availability!)
- The byline “SECRET OF TOGETHERNESS” was carefully crafted too – building upon the previous idea (the force that will keep the family together); we needed to actually have clarity on those elements that we can call “secret of togetherness”. The founders have identified the three elements that keep the family together at various stages – (1) Compatibility, (2) Constitution of family and (3) the Cause that the family pursues.
- Further, the logo was designed with Lord Ganesh on the top; denoting auspiciousness and divine blessings to the married couple and relationship all through.
Takeaway/s
“Society” is very interesting phenomenon – cyclically it gathers a few problems and symptoms of deteriorations, and also it finds the solutions. Sootram is one such promising initiative.
