Bookmark: A dating app that matches you over books, not looks

In an age where dating apps are largely driven by appearances, Bookmark has taken a different approach — one that prioritises conversations over looks. Founded in February 2024, the app connects people through books rather than profile pictures, offering a refreshing alternative to the swipe-first culture of mainstream dating platforms.

The idea stems from Cubbon Reads, the silent reading movement in Bengaluru started by Bookmark’s co-founders, Harsh Snehanshu and Shruti Sah. Harsh explains, “One beautiful thing we noticed with Cubbon Reads is that many people would come alone the first time. The next week, we would see them coming in groups. People started becoming friends, and over time, some of them also started dating . It happened right in front of our eyes, and we thought, ‘Hey, we can use books to connect people.’”

That concept — of books as a bridge between people — became the foundation for Bookmark. Sid Zadaun and Avrojyoti Das, Bookmark’s co-founders, helped Harsh and Shruti transform this idea into a full-fledged dating app. Within a year, Bookmark has seen over 15,000 installs across India, facilitated 50,000 matches, and built a strong community of 5,000 monthly active users.

More than a dating app

Bookmark is not just about romance — it also enables friendships through its Book Buddy feature, which allows users to connect even if they are not looking for a romantic relationship.

“Our larger vision is to give people a primal reason to get back to reading,” says Harsh. “If you read, you can find someone to have deeper conversations with. The beautiful thing about books is that they don’t follow an algorithm; you have to find your own.”

The app’s unique structure ensures that profile pictures remain hidden until two users have exchanged at least 10 messages. This way, initial conversations are based purely on literary tastes and responses to prompts rather than appearances.

For Swapnil Joshi, a 28-year-old banker, this was a game-changer. “Book lovers are often stereotyped as introverts, and there’s some truth to that. It’s harder for them to get on dating apps and strike up a conversation,” he says. “On this app, you get profiles based on the books you read and your responses to prompts, not on your physical features.”

This system, he says, leads to better conversations. “Since I read a lot of philosophy, my conversations were often deep and lasted long. Shared literary preferences serve as an excellent icebreaker.” Bookmark worked for him — he met his current partner on the app and plans to live with them.

Challenging the swipe culture

The modern dating scenario is filled with ‘swipe fatigue’ — the endless, exhausting cycle of liking profiles without meaningful interactions. Bookmark counters this by limiting users to five likes per day unless they opt for a premium subscription, which allows 30.

“There’s a lot of discussion around the exhaustion that comes with using dating apps,” says Shruti. “People mindlessly scroll through thousands of profiles, not realising there’s another human being on the other side. We wanted to make the process more thoughtful.”

For Hemashwetha KS, a 29-year-old community manager, this deliberate pace is what sets Bookmark apart. “The concept of ‘books over looks’ really appealed to me,” she says. “The 10-message rule means you actually take time to know someone before judging them on their appearance. It feels much more organic.”

A safer space

Online dating safety is a major concern, but Bookmark’s structure helps reduce unwanted interactions. The app has 25% paying women users, which the founders claim is five times that of Bumble, a sign that women feel safer and more invested in the platform.

“If one doesn’t feel like engaging in a conversation, they can unmatch or block the person easily,” says Hemashwetha. This sentiment is echoed by Swapnil, who notes that the book-based structure makes it harder for people to pretend. “Women I spoke to on the app told me it was easy to spot pickup artists, who just pretend to like books,” he says.

The app’s gender ratio currently stands at 70 (men):30 (women) — a slight improvement over Tinder’s 75:25 split — indicating a healthier balance than many mainstream dating platforms.

What is in store?

With its first year behind it, Bookmark is now looking to expand internationally. The founders see strong potential in the US, Europe, and Australia, with high book readership.

“The majority of Goodreads users and book sales come from these regions,” says Shruti. “We’re actively seeking investment to scale globally.”

Beyond geographical growth, Bookmark also plans to evolve into a broader platform for interest-based dating. “Much like how Flipkart and Amazon started with books and then expanded, we want to do the same,” says Harsh. “Books are just the starting point because they are easy to showcase on a profile. But we want to create similar spaces for film lovers and music enthusiasts in the future.”

While reading preferences alone may not guarantee compatibility, they certainly provide a strong foundation. “If your opinions, political leanings, and social interests don’t align, what’s the point?” asks Shruti. “Everyone I look up to in terms of relationships has told me the same thing — whoever you choose in life, you must enjoy talking to them.”

Swapnil agrees. “Shared reading interests definitely help,” he says. “Of course, compatibility is a mix of emotional and intellectual factors, but this is a great starting point.”

A new chapter

Ultimately, Bookmark’s success lies in its ability to foster connections that go beyond fleeting attraction. Whether it’s a romantic relationship or a literary friendship, the app aims to redefine how people engage with online dating.

“In the past, people would say, ‘He doesn’t read, but I love him,’” says Harsh. “That mindset doesn’t work anymore. We are living in a time where we need to be informed, and reading is one of the best ways to do that.”

For those who believe that a well-read mind is the most attractive trait of all, Bookmark offers an alternative to the swipe-first, talk-later culture of modern dating. And as Swapnil’s story proves, sometimes, a shared love for books can turn a page into a lifelong chapter.