A couple take their wedding vows during their wedding ceremony in the western Indian city of Ahmedabad, January 23, 2011.
Amit Dave / Reuters

The office of Truly Madly, an online dating app, sits on the dusty outskirts of Delhi, India. But inside, it could easily be mistaken for a hip start-up in San Francisco: young men and women in hoodies, skinny jeans, and sneakers lounge about on beanbags in the New Age office, which is nestled between art galleries and handicraft shops. In the two years since its launch in 2014, Truly Madly has raised $5 million in funding and amassed close to two million users.

Arshad, 22, who hails from the small town of Bhadohi, Uttar Pradesh, joined the marketing team of Truly Madly six months ago, after graduating from one of India’s top colleges. “My family is very conservative, and I wanted to break out of the shell and do something different,” Arshad told me. She has not told her parents about her new job. For Arshad, and many young Indian women, her

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  • IRA TRIVEDI is a New Delhi–based journalist and author. Her latest book is India in Love: Marriage and Sexuality in the 21st Century.
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