Ditch the Dating Apps: Bookmark Connects Book Lovers Worldwide
A few years back, Shruti Sah encountered her partner, Harsh Snehanshu, through a common dating platform. However, their bond really strengthened when she discovered his passion for James Joyce's Ulysses , her strong dislike of it and their mutual passion for literature.
In January 2023, the couple began frequenting public spaces to read, confident that a sizable group of fellow individuals seeking partners with similar interests existed. They decided to establish Cubbon Reads , a quiet book-reading group Bengaluru The most popular park led to over 70 similar communities sprouting up globally within six months. This rapid growth inspired the duo to create Bookmark, a dating application designed specifically for book enthusiasts.
At Cubbon Reads, many visitors come not just to read but also to form friendships even though it’s meant to be a quiet environment,” explains Sah. “Individuals who arrive solo often end up socializing with frequent participants.” He adds, "We typically communicate only toward the conclusion of our gatherings—when stacking books and taking collective photos together. It has been observed that upon noticing another person holding an interesting book, individuals tend to start conversations spontaneously regarding their shared interest. This led us to realize that literature serves as a reliable icebreaker among bibliophiles; connections truly blossom between those who share similar tastes—or lack thereof—in specific titles, allowing discussions to flow freely from there.
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Sah, a marketing professional and baker who has been associated with Edelman and LBB, joined forces with Snehanshu, Sid Zadaun, and Avrojyoti Das (who previously co-founded YourQuote, India’s biggest writing application). Together they spent time developing and eventually launching Bookmark last year.
" Dating 1.0 "Being broad, generic, and trying to appeal to everyone doesn’t work anymore,” states Radhika Mohta, a matchmaker and relationship coach. “Individuals now seek connections rooted in common values, lifestyles, and objectives. Hence, indicating the type of individuals one might encounter through mutual interests serves as an excellent foundation.”
Beyond typical individual inclinations like proximity, gender preference, and desired relational dynamics, the application playfully incorporates all stereotypes associated with bibliophiles—withdrawn, introspective, cerebral, fond of clever humor, inventive, artistic, among others. The profile picture stays obscured until a match occurs alongside at least ten reciprocal exchanges, enabling individuals to sidestep surface-level interactions within the digital platform through an emphasis on literary discussions, according to Snehanshu.
The emphasis continues to be on personal interests, enabling users to connect with individuals they might have previously dismissed due to appearance alone. This approach also enhances safety since taking screenshots and searching for someone on Google isn’t as effective, potentially reducing unwanted outcomes. stalking On various social media platforms, users decide to show their display pictures to others only when they genuinely connect, typically after exchanging around ten messages.
This feature has been well-received by users like Hemashwetha, who was attracted to the idea of prioritizing content over appearance; she enjoys using it. After receiving a recommendation from a friend, she decided to sign up for this being her first experience with a dating application. What appeals to her most is that profiles remain anonymous until ten messages have been exchanged between potential matches.
User profiles mirror the structure of a book as well. They begin with a Blurb—a single line summarizing who they are. Next comes the Preface containing details like their height, ethnic background, place of origin, and professional life. The Story section covers current essentials including gender identity, sexual preference, linguistic abilities, political stance, along with habits related to alcohol consumption and tobacco use among others. Then there’s the Bibliography where individuals list books, writers, and literary genres they enjoy discussing. Finally, an Epilogue serves as a concluding remark reflecting on what users hope to achieve through the application. Additional prompts include sections for describing “Their body art,” identifying “A fictional creature they read alongside,” and specifying “Favorite spots for reading.”
Next up is the Bookshelf: an online space where you can post your reading progress, such as "completed," "in progress," or "planned." Another user has the ability to look at this digital display and comment on any book that piques their interest—much like picking a book from someone’s physical collection during a visit and asking them about it,” explains Sah.
Gradually yet steadily, the application has been gaining a dedicated user base. “Many individuals have shared with us their experiences of using the app for dating and making new acquaintances,” explains Snehanshu. The platform also facilitates various types of connections. “Through this app, I found a fellow bibliophile who shares my passion for literature,” notes Hemashwetha. She adds, “Our discussion was both enlightening and profound—it felt like we were listening to an insightful podcast episode about books.”
Motha mentions that he has certainly come across instances where women feel more secure and comfortable meeting at bookstores," she explains. "This setting offers a public and safe space with a familiar atmosphere. Books serve as an excellent conversational gateway to understand someone’s background—what they read growing up, their influences, key takeaways from literature, among other things. This approach helps break away from the usual routine questions like 'What do you do for work?' and 'How much do you earn?'
The application incorporates elements of Wodehousian humor. Rather than using straightforward questions typical of mainstream dating apps, Bookmark presents prompts like “Books I’m currently juggling,” “A Gen Z acronym I despise,” or “An author whose work I’d enjoy criticizing alongside you.” These quirky queries not only capture one’s interest but also enable users to share relevant data without disclosing excessive personal information. As Snehanshu explains, "Humor showcases character; an witty answer to these cues can reveal much more about a person than a standard biography ever would." He adds, "Bookmark profiles go beyond merely cataloging books—they focus on the way you discuss them."
A bookmark holds no illusion about achieving widespread popularity, content with remaining on the cutting-edge section. As Sah explains, "The literature we choose typically serves as a portal to our political beliefs, moral principles, and perspective on life. These works offer insight into one’s mental state during specific times. Books not only mirror individual preferences but also delicately expose our positions on societal issues, cultural norms, and our approach to navigating existence."