A Pakistan app-based taxi service has launched an unusual add on, offering passengers the chance to share their ride with a marriage matchmaker.
Users in Pakistan woke to an unexpected notification from Careem an Uber like taxi hailing app popular in Muslim countries: Have a ‘Rishta aunty’ accompany you during your ride.
Rishta aunties, as marriage matchmakers are known in South Asia, keep detailed records of eligible men and women from education level and salary, to height, weight and even skin tone and will set you up with your future spouse, for a fee.
Usually portrayed in popular culture as bespectacled women with a clipboard of names and an ancient Nokia mobile, the aunties have had an update thanks to Careem.
The “Rishta” service which has only been rolled out for two days in two cities in Pakistan quickly had the country’s vocal Twitterati on overdrive.
“During the ride, people can tell the aunty their preferences and the Aunty will later get in touch with them with a suitable Rishta (relationship),” one of the founders said. It’s not the first time that the taxi app has sought to diversify. In January the firm rolled out “Careem Doctor”, offering to bring a medical professional to your doorstep.
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