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

Bookmark, a dating app for bibliophiles created by the founders of Cubbon Reads, prioritises deep conversations over quick swipes

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.

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.”