Internet entrepreneurs Hitesh Dhingra, Sachin Bhatia launch Trulymadly.com in beta; what's on offer?

Hitesh Dhingra, co-founder of the now defunct Letsbuy.com as well as Sachin Bhatia and Rahul Kumar, founder and former product head, respectively, of MakeMyTrip.com (both eventually quit the OTA), have joined hands to launch Trulymadly.com. Being touted as a match-making site, it is not yet clear if it is a dating site or a pure-play matrimonial site or both. The site is currently in beta mode wherein users can sign in for early registration.

Talking to techcircle.in, Dhingra said the co-founders have been working on the idea for the past few months and it will take a few more months for the site to take form. He declined to share more details about the venture but said they are building a team and looking for a technology co-founder as well.

"Trulymadly.com is a match-making portal for new-age professionals and is set to disrupt the online match-making space with its unique algorithm, credible profile base and a host of features revolving around privacy and safety of users," stated the LinkedIn page of the portal. The development was first reported by iamwire.com.

Letsbuy.com, an electronics-focused ecommerce company launched by Dhingra earlier, was acquired by Flipkart in February last year. Soon after the acquisition, Flipkart pulled down the portal's shutters. Dhingra founded the company along with Amanpreet Bajaj in September 2009.

The online match-making space is already crowded and one cannot expect too much from a new player especially when its value proposition is not clear. Though the startup claims to offer a 'unique' matching algorithm and is targeting professionals, most users may still prefer known names such as Bharatmatrimony.com, Shaadi.com and Jeevansaathi.com for spotting prospective partners or alliances for siblings or relatives. Competing with such established players will prove to be a real challenge for any new player in the sector. The team behind Trulymadly.com is consisted of known names in the Internet industry. But one has to wait and watch before ascertaining if they have chosen the right sector.