World Wide Web, Not Wealthy Western Web (Part 1).

Ignighter got 50,000 registrations, but it wasn’t enough to reach critical mass, and the founders considered abandoning their business. Then, they noticed they were getting as many sign-ups a week from India as they did in a year in the USA. Perhaps the group-dating model that they anticipated for Jewish families really resonated with conservative Muslim, Hindu and Sikh families in India, Singapore and Malaysia, so they rebranded as Stepout, relocated to Mumbai and became India’s biggest dating website.

Update: Here is part 2.