What’s love got to do with it? Just about everything, if you ask Anuradha Gupta, the Founder CEO of Vows for Eternity. This New York-based elite, bespoke matchmaking service aims to bring people a step closer to their happily-ever-after.
Anuradha exemplifies the best of both worlds—she is an empowered Indian-American who is rooted to her traditions and values. Her diverse background, coupled with an MBA and a degree in psychology, equips her with a unique skillset to help people find their one true love. Excerpts from an interview with Anuradha Gupta.
C to I: What defines Vows for Eternity?
Anuradha Gupta: A lot of things, but my top two would be integrity and relatability. It’s about recognising that people are looking for a partner who will also become their soulmate and confidante - a rare combination that is difficult and unique to find and that’s why we provide a global outreach whilst still maintaining a very personalised and confidential approach; something we work very hard to achieve and are immensely proud of.
C to I: How does Vows for Eternity work?
Anuradha Gupta: I believe that now more than ever before people are delaying getting married and the personality fit and the connection of values between two people and two families have become both important and difficult. I do not work with biodatas as people are so much more than what can be conveyed on paper. We like to engage with members to better understand their personality; their childhood, family members, and their life experiences. Our focus has always been on quality rather than quantity and hence we enforce a strict eligibility criteria for membership.
C to I: What are your members like?
Anuradha Gupta: Our members consist primarily of successful professionals, industrialists, and celebrities, primarily based in the US and India, followed by the UK, Singapore, and UAE. They are successful, well-traveled, progressive individuals who come from diverse backgrounds, and are looking for the right partner to make life even more meaningful.
C to I: Where does the concept of arranged marriage stand as of today?
Anuradha Gupta: We at Vows for Eternity have never facilitated an arranged marriage because our members take between 10-18 months to get to know each other before taking the next step. It is only the introduction that is arranged. The process is a far cry from the old-fashioned meeting between two families, where a person makes up their mind in a few minutes. Arranged introductions and love marriages are what we are about — meeting someone, getting to know them, and building something sacred together.
C to I: Men and women today are increasingly deciding to concentrate on their careers before settling down. Is it tough to find a suitable partner after a certain age?
Anuradha Gupta: It’s tough to find the right person at any time. But yes, definitely more so with age. That’s because with time, we become more set in our ways - our ability to make adjustments diminishes and we become less tolerant of differing viewpoints. But the most important things in life don’t just ‘fit in’. We have to nurture relationships, for which patience, openness, and acceptance are key. Having said that, the chances with people finding their life partners in arranged introductions are significantly greater than limiting it just to one’s finite social circle.
C to I: Can you tell us about your membership options?
Anuradha Gupta: The Privilege Suite is our signature bespoke service where members are industrialists, celebrities and very senior professionals, while our Premium membership is designed for individuals who are extremely driven and accomplished in their chosen professions.
C to I: You are recognised globally as a successful entrepreneur; what would you like to say to aspiring entrepreneurs?
Anuradha Gupta: Follow your heart. Find the thing that engages you - the whole of you and then put your heart and soul into it. Believe in yourself and know that in life the only limits that really matter are the ones that we put on ourselves.
C to I: What does the future hold for you?
Anuradha Gupta: I don’t know, but what I do know is that I will enjoy the journey and live every moment because I don’t know how to live any other way!