Bumble, which requires women to make the first move, announced Wednesday plans to launch in India later this year. Indian celebrity Priyanka Chopra, a new investor in the company, will advise on the expansion.
“It was clear then we shared a passion for empowering young women on a global level,” Wolfe Herd told CNN in an e-mail. “From there we began architecting a plan to partner and launch Bumble in India.”
Wolfe Herd said the challenge in entering the Indian market is “localizing the experience and attracting women” — an area in which Chopra will help.
Wolfe Herd said it will only require Indian women to provide the first initial of their name — no first or last names — and provide new ways to report “bad behavior” in the app.
Bumble already has photo verification features and more than 4,000 content moderators who review photos and profiles.
Before Bumble, Wolfe Herd was an early employee and exec at Tinder but left the company in 2014 after suing for sexual harassment and discrimination. The case was eventually settled.
But tension between the two dating companies has become increasingly palpable as a result of very public litigation between the Bumble and Match Group, Tinder’s parent company.
Separately, Bumble filed a counter lawsuit against Match Group. Bumble argues that Match Group is using litigation as revenge over failed acquisition talks. Both lawsuits are ongoing.
While Bumble already operates in over 160 countries, India is a significant market because of its size. According to a report from Bain & Co, India has 390 million internet users, the second largest of any country behind China.