+24% payment conversion, +38% offline activation, +94% telesales talk time.

Shaadi.com is India's largest matchmaking platform, serving India and the diaspora at ₹500–700 Cr a year. I owned Payments on web and mobile, and the in-house telesales and CRM tooling, each with an incremental revenue target.

Online payment conversion: +24%
Offline activation ratio: +38%
Telesales talk time: +94%
Platform revenue scale: ₹500–700 Cr

Lifts as reported during the tenure. Platform revenue scale is a public range.

01 — The Situation

Two funnels, one revenue line: self-serve payment and assisted sale.

Half of Shaadi's revenue depended on a member completing a payment alone; the other half on a telesales agent reaching them. Both had friction that product could remove.

Where it started

Payment flows built for desktop, leaking on mobile.
Offline activations by cheque, cash and branch slow to convert to live memberships.
Telesales agents spending most of the day not talking to members.

Where it is now

Redesigned payment journeys on web and mobile.
Activation process re-engineered with supervisory tooling.
CRM automation that nearly doubled agent talk time.

02 — What I Did

Fix the payment, then fix the people who sell it.

Payments
Web and mobile checkout
Owned the payment product end to end, against an incremental revenue target: +24% online payment conversion.
Activation
Offline to live
Re-engineered activation with supervisory tools: +38% quarter on quarter.
CRM
Telesales productivity
Supervisory dashboards and scalable process automation: +94% talk time.

03 — The Result

Product changes that read directly on the revenue line.

These are not vanity metrics. Each one was owned against an incremental revenue target and reported against it.

Lift on each owned metric

Each figure is the improvement against its own starting point, as reported during the tenure.

Telesales talk time: +94%
Offline activation ratio: +38%
Online payment conversion: +24%

Scope

Payments on web and mobile, plus the in-house telesales and CRM tooling, each carrying its own incremental revenue target.

Platform scale

₹500–700 Cr a year, serving India and the diaspora.

+24% online payment conversion across web and mobile.
+38% offline activation ratio, quarter on quarter.
+94% telesales talk time from supervisory tooling and automation.

“Siddhesh is the rock star that you definitely want in your team. He is goal oriented, self-driven and always hungry to make an impact.”

Nirav Ranpuria — Head of Partnerships & Growth, Amazon Prime India; managed Siddhesh at Shaadi.com

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