Tinder’s new collaboration with animal rescue and shelter foundations will help users find their #PawfectMatch.
Tinder, the world’s most popular app for meeting new people, is not just restricted to help potential partners connect, but will now have the option of finding dogs their new owners. For the purpose, the social media platform in India has partnered with animal rescue and shelter organisations in Delhi, Mumbai and Pune.
“The objective of this move is to shed light on the issue of abandonment of pets and encourage people to help,” says Taru Kapoor, general manager of Tinder India, who adds that finding new homes for abandoned pets is a tough job. “Through this initiative, we believe we can help in connecting our community to dogs and use registrations to increase their network,” says Kapoor.
As a social discovery platform, every match on Tinder represents endless possibilities and this time, it could mean a perfect match for the four-legged friends that Tinder hashtags with #PawfectMatch. As more young people focus on solving a problem rather than serving a need, it is clear that millennials want their lives to make a difference in the world. “With our engaged user base and proven track record of driving conversations, we are committed to using our influence to stand up for causes and work to bring change,” she adds.
According to a survey conducted by various organisations in Delhi and Mumbai, in India, only one in 12 abandoned pets is re-homed, and while thousands of them are deserted. “Our partners will directly reach out to users who voluntarily share their details and preferences (adopt, foster, volunteer or donate). Our partners have a long-standing history in rescue, rehabilitation, and re-homing of abandoned pets,” she informs.
In the wake of recent incidents of growing brutality against dogs, one wonders about the transparency and safety of these animals, once adopted. Mumbai-based animal care organisation World For All Animal Care of Adoption (WFA), which has also volunteered for the cause, assures that animals are treated as humans and that background checks are conducted before handing over a pet. According to Shahira Sunder, the social media manager of WFA, animal adoptions are just like human adoptions, following a holistic process. “We ensure individual love, care and attention to the animal, allowing them to get used to a family environment before getting adopted,” explains Shahira. She further informs that after the potential lead for adoption comes forward, the adoption experts conduct an intensive interview with all members of the family. “If all goes well, the family meets the pup or kitten at the foster home. The animal is only given to the family once all members have met the animal and a due diligence house-check is done,” says the social media manager, and adds, “During the house check, an adoption form is filled and signed by the adopter, foster and a witness (from WFA) along with submission of ID and address proof from the adopter.”
While Tinder widely serves people looking for hook-ups, friends with benefits and casual dates, carrying out pet adoptions can be concerning. Hence the team and shelter organisations carry out diligent checks. “We make sure that the family realises the level of commitment and responsibility they will have for the entirety of the animal’s life. We also ensure that the family is 100 per cent ready before taking in a new member and handhold them through the process, especially the initial crucial months,” concludes Shahira.
How it works
Tinder users nationwide will be able to swipe on pet profiles. Users who swipe right will match with a profile and be redirected to a form, indicating their preferences. Options include adopting, fostering, donating or volunteering. Contact information and preferences voluntarily shared by the users who register will be collated as part of a nationwide registry for partner organisations. The registry will enable pet rescue organisations to have an available network of volunteers and potential pet parents.