This is based on a user's place and time of birth. These provide the app interface and text in English but make sure to have elements that connect with that region and culture. Arike – with a romantic undertone - means 'beside' in Malayalam, while 'Anbe' means 'darling' in Tamil.“In pre-pandemic times, the number of signups from Tier II and Tier III cities was not much,” Able Joseph, founder and CEO of Aisle, told ET. “We launched our first vernacular dating app called Arike in Kerala in February 2021 and it surpassed our expectations. After 2020, when we became multilingual, we got around 4,000-5,000 users daily from the Tier II, Tier III and Tier IV cities.

Source: Economic Times February 11, 2023 08:16 UTC