Rising matrimonial scams in India prey on search for love

Exploiting trust & intimacy in digital marriage market

Matrimonial scams are emerging as one of most emotionally devastating cybercrimes in India, where the search for love online is increasingly ending in financial loss, betrayal and shattered trust for unsuspecting victims.

In India, marriage is more than a personal milestone, it is a social institution shaped by tradition, family involvement and emotional investment. Over the past two decades, however, the search for a life partner has steadily moved online, with matrimonial websites, social media platforms and messaging apps replacing community matchmakers and newspaper classifieds. While this digital shift has widened choices and convenience, it has also opened the door to a rapidly growing and deeply distressing crime, matrimonial scams.

Matrimonial fraud has emerged as one of the most emotionally manipulative forms of cybercrime in India, targetting individuals who are often vulnerable, hopeful and willing to trust. Unlike conventional financial scams, these crimes exploit not just money, but intimacy, companionship and the promise of a shared future. For victims, the damage extends far beyond financial loss, leaving lasting psychological scars and social stigma.

According to data from the Ministry of Home Affairs’ Indian Cyber Crime Coordination Centre (I4C), cybersecurity incidents in India rose from 1 million in 2022 to 2.268 million in 2024 with reported losses crossing INR 11 billion, while matrimonial scams account for a smaller proportion of total cybercrime cases compared to digital payment fraud or identity theft, experts note that the average loss per victim in marriage-related scams is significantly higher.

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The typical matrimonial scam follows a disturbingly familiar pattern. Fraudsters create convincing profiles on matrimonial platforms, often posing as professional’s engineers, doctors, defence personnel or Non Resident Indians (NRIs) working abroad. The profiles are carefully curated, featuring attractive photographs, respectable educational credentials and claims of stable careers. Once contact is established, scammers invest time in building emotional trust, engaging in daily conversations, expressing affection and discussing marriage plans early in the interaction.

As the relationship progresses, the scammer introduces a crisis or opportunity. In some cases, victims are persuaded to invest in supposedly lucrative ventures such as cryptocurrency trading, foreign exchange markets or “exclusive” business opportunities. In others, scammers claim to be sending expensive gifts from overseas that get “stuck at customs,” requiring urgent payments.

One such victim is Shivam Tagore, a 28-year-old videographer from Agra, who recalls how easily trust was built.

“She spoke about family, marriage and children within weeks. Everything felt genuine. When she asked for money for an investment opportunity, it didn’t feel suspicious it felt like helping someone I was going to marry,” Tagore tells Media India Group.

Tagore eventually lost over INR 40,000 before the profile disappeared overnight.

Law enforcement agencies say these scams are often run by organised networks rather than individuals. In several states, police have busted fake matrimonial call centres where operators, including young men and women, were trained to emotionally manipulate victims across India. In one such case uncovered in central India, investigators found that hundreds of fake profiles were being managed simultaneously, with scripts designed to maintain emotional engagement while gradually escalating financial demands.

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Women, too, are increasingly becoming victims of matrimonial fraud, challenging the assumption that men are the primary targets. In metropolitan cities, several women professionals have reported being duped by men posing as doctors, army officers or widowers settled abroad. What makes matrimonial scams particularly insidious is the reluctance of victims to report them.

Shame, fear of social judgement and emotional trauma often prevent victims from approaching authorities. Cybercrime officials believe that for every reported case, several go unreported, especially when families are unaware of the online relationship. This underreporting masks the true scale of the problem.

Suzain Matoo, a 29-year-old marketing professional from Delhi, says the emotional impact was more severe than the financial loss.

“I lost around over INR 80,000 but that was not the hardest part. It was the humiliation and self-doubt. I questioned my judgement, my intelligence and even my worth,” Matoo tells Media India Group.

She adds that she avoided matrimonial platforms for nearly two years after the incident.

The rise of artificial intelligence has further complicated the landscape. Cybercrime experts warn that AI-generated images, deepfake videos and voice cloning are increasingly being used to make fake profiles appear authentic. Live video calls once considered a reliable method of verification can now be manipulated, making it harder for users to distinguish between genuine connections and elaborate frauds.

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Despite these challenges, law enforcement agencies are stepping up efforts to combat matrimonial scams. States like Telangana, Maharashtra and Tamil Nadu have issued repeated public advisories warning citizens against sending money to online acquaintances, regardless of emotional involvement. The National Cybercrime Reporting Portal has also been strengthened to allow quicker reporting and tracking of complaints. However, investigators admit that recovery of funds remains difficult, especially when money is transferred through multiple digital wallets or overseas accounts.

According to Matoo, matrimonial platforms themselves must shoulder greater responsibility. While most platforms claim to verify profiles, checks are often limited to phone numbers or email addresses. Comprehensive identity verification, stronger monitoring of suspicious behaviour and quicker response to user complaints remain inconsistent across the industry.

At the same time, experts emphasise that user awareness remains the strongest line of defence. They urge users to be cautious of profiles that move conversations off platforms too quickly, avoid in-person meetings, or introduce financial discussions early. Any request for money regardless of how emotionally framed should be treated as a red flag.

As India continues its rapid digital transformation, the intersection of technology, tradition and trust has created new vulnerabilities. Matrimonial scams reveal the darker side of online intimacy, where hope becomes currency and trust is weaponised. For many victims, the experience reshapes their relationship not just with technology, but with the idea of marriage itself.