The collaboration marks a significant shift in how dating platforms approach discovery, moving away from fast, appearance-driven swiping towards a deeper, emotion-first experience
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As dating apps worldwide grapple with swipe fatigue and declining user intent, Indian dating platform flutrr is betting on culture over convenience. The intent-led platform has announced a strategic integration with Saregama, India’s oldest music label, to introduce a first-of-its-kind feature that places music,not photos,at the heart of digital matchmaking.
The collaboration marks a significant shift in how dating platforms approach discovery, moving away from fast, appearance-driven swiping towards a deeper, emotion-first experience. By embedding Saregama’s vast catalogue into its product, flutrr is enabling users to connect through shared musical tastes, moods and memories,signals the company believes offer a more authentic reflection of personality and intent than static profile images.
Kaushik Banerjee, Co-Founder and CEO of flutrr, said the partnership addresses a structural flaw in modern online dating. “The real challenge today isn’t discovery, it’s depth,” he said. “As platforms scaled, choice increased but intent weakened. Dating became optimised for speed and desirability, not understanding. Music in India carries memory, identity and emotion in a way few other signals do. This collaboration with Saregama is about building connections that begin with emotional alignment, not surface-level judgement.”
At the centre of the integration is a premium, music-first environment within flutrr, where users can discover and express themselves through playlists, moods and shared listening experiences. Rather than treating music as a passive add-on, the platform uses it as an active discovery layer,turning nostalgia and cultural affinity into conversation starters.
Anirban Banerjee, Co-Founder and Chief Marketing Officer at flutrr, said the move responds to a long-standing imbalance in the category. “Online dating today prioritises desirability over compatibility. Profiles often become tools for judgement rather than discovery. Music offers a deeper emotional signal, especially in the Indian context. Partnering with Saregama allows us to bring cultural legacy into modern matchmaking in a way that feels meaningful and human.”
The experience is being introduced as part of a subscription-led access layer, reflecting flutrr’s broader shift away from volume-driven monetisation. By anchoring premium access around emotional relevance and cultural engagement, the platform aims to reduce decision fatigue and encourage conversations that feel more natural and intentional.
Beyond one-to-one matching, the integration also introduces live, community-driven musical experiences where users can engage around songs, moods and shared nostalgia. These collective touchpoints are designed to foster organic interaction and differentiate flutrr in a crowded dating app ecosystem increasingly dominated by algorithmic optimisation.
From a technology standpoint, the partnership adds a richer data layer to matchmaking, according to Sougata De, Chief Technology Officer at flutrr. “As choice has scaled, intent has weakened,” he said. “Static profiles and visual cues optimise for speed, not compatibility. Music-led discovery introduces high-signal contextual data,preferences, moods and participation,that helps us model intent more accurately and build systems designed for authenticity and long-term engagement.”
flutrr sees the collaboration with Saregama as a long-term investment in reimagining how digital relationships are formed. By weaving music into discovery and interaction, the platform is exploring a new model of matchmaking,one that prioritises emotional connection over endless swiping, and cultural resonance over instant validation.