Now playing
03:32
Men swipe right, but women make the first move
small business loans
small business loans
Now playing
02:45
Funding delays leave small businesses in limbo
Mandatory Credit: Photo by JUSTIN LANE/EPA-EFE/Shutterstock (11700603g)
Pedestrians walk past a closed store in New York, New York, USA, on 08 January 2021. The United States' Bureau of Labor Statistics released data today showing that the US economy lost 140,000 jobs in December and that the unemployment rate is at 6.7 percent as businesses continue to struggle with the economic impact of the coronavirus pandemic.
Coronavirus Economy Impact, New York, USA - 08 Jan 2021
PHOTO: Justin Lane/EPA-EFE/Shutterstock
Mandatory Credit: Photo by JUSTIN LANE/EPA-EFE/Shutterstock (11700603g) Pedestrians walk past a closed store in New York, New York, USA, on 08 January 2021. The United States' Bureau of Labor Statistics released data today showing that the US economy lost 140,000 jobs in December and that the unemployment rate is at 6.7 percent as businesses continue to struggle with the economic impact of the coronavirus pandemic. Coronavirus Economy Impact, New York, USA - 08 Jan 2021
Now playing
01:30
Another 745,000 Americans filed for first-time unemployment benefits
PHOTO: YouTube/Everyday Astronaut
Now playing
01:19
Watch SpaceX Mars prototype rocket nail landing, explode on pad
Now playing
02:55
Marriott CEO: We want travelers to feel safe
CHICAGO, ILLINOIS - JANUARY 15: Demonstrators participate in a  protest outside of McDonald's corporate headquarters on January 15, 2021 in Chicago, Illinois.  The protest was part of a nationwide effort calling for minimum wage to be raised to $15-per-hour. (Photo by Scott Olson/Getty Images)
PHOTO: Scott Olson/Getty Images
CHICAGO, ILLINOIS - JANUARY 15: Demonstrators participate in a protest outside of McDonald's corporate headquarters on January 15, 2021 in Chicago, Illinois. The protest was part of a nationwide effort calling for minimum wage to be raised to $15-per-hour. (Photo by Scott Olson/Getty Images)
Now playing
03:31
What a $15 minimum wage really looks like
PHOTO: MyHeritage
Now playing
01:01
Watch old photos come to life using AI
Now playing
01:19
Warren proposes wealth tax: 'It's time for them to pay a fair share'
Nigerian former Foreign and Finance Minister Ngozi Okonjo-Iweala smiles during a press conference on July 15, 2020, in Geneva, following her hearing before World Trade Organization 164 member states' representatives, as part of the application process to head the WTO as Director General. (Photo by Fabrice COFFRINI / AFP) (Photo by FABRICE COFFRINI/AFP via Getty Images)
PHOTO: FABRICE COFFRINI/AFP/Getty Images
Nigerian former Foreign and Finance Minister Ngozi Okonjo-Iweala smiles during a press conference on July 15, 2020, in Geneva, following her hearing before World Trade Organization 164 member states' representatives, as part of the application process to head the WTO as Director General. (Photo by Fabrice COFFRINI / AFP) (Photo by FABRICE COFFRINI/AFP via Getty Images)
Now playing
04:05
WTO Chief: We need equitable and affordable access to vaccines
Goya Foods President Robert Unanue speaks at a press conference with Carlos Vecchio, the Venezuelan Ambassador who is recognized by the United States on December 21, 2020 in Doral, Florida. The two held the press conference to discuss details of a recent shipment of humanitarian aid to Venezuela, donated by Goya Foods. (Photo by Joe Raedle/Getty Images)
PHOTO: Joe Raedle/Getty Images
Goya Foods President Robert Unanue speaks at a press conference with Carlos Vecchio, the Venezuelan Ambassador who is recognized by the United States on December 21, 2020 in Doral, Florida. The two held the press conference to discuss details of a recent shipment of humanitarian aid to Venezuela, donated by Goya Foods. (Photo by Joe Raedle/Getty Images)
Now playing
03:24
Goya CEO under fire for false Trump election claims
Now playing
01:23
'There should be no threats': Biden's message to union-busters
Misinformation Trump Capitol March rn orig_00004630.png
Misinformation Trump Capitol March rn orig_00004630.png
Now playing
04:08
These Trump supporters are convinced he will be president again on March 4
Now playing
01:36
Michael Bolton wants you to break up with Robinhood
Now playing
01:57
Fed chief downplays inflation concerns
Now playing
04:34
See what has happened to Trump's DC hotel after his loss
Now playing
01:41
Meet the 29-year-old cancer survivor set to make history in space
(CNN Business) —  

Bumble is the latest online dating app to compete for the hearts of women in India.

Bumble, which requires women to make the first move, announced Wednesday plans to launch in India later this year. Indian celebrity Priyanka Chopra, a new investor in the company, will advise on the expansion.

The news comes less than a week after rival Tinder launched a My Move feature in India that gives women the option to prevent men from initiating a conversation.

But Bumble’s efforts for an expansion in India have been in the works for awhile. Founder and CEO Whitney Wolfe Herd said the newly engaged Chopra first told her “Indian women needed Bumble” months ago. Chopra was among a group of high-profile women who helped Bumble kickoff its networking app, Bumble Bizz, in October 2017.

“It was clear then we shared a passion for empowering young women on a global level,” Wolfe Herd told CNN in an e-mail. “From there we began architecting a plan to partner and launch Bumble in India.”

Wolfe Herd said the challenge in entering the Indian market is “localizing the experience and attracting women” — an area in which Chopra will help.

Chopra’s manager, Anjula Acharia, is also an investor and adviser. Acharia helped Chopra — who was already established in India — reach fame in the United States. But Acharia has a long history of crossover efforts. She was instrumental in introducing artists such as Britney Spears and Lady Gaga to India — a background that could translate to Acharia helping Bumble resonate with the local audience.

Bumble’s local app will be in both Hindi and Hinglish — a hybrid between Hindi and English — and available on iOS and Android. It will also roll out new safety features before entering the region, which has a reputation for violence against women. In June, India was named the most dangerous country in the world to be a woman.

Wolfe Herd said it will only require Indian women to provide the first initial of their name — no first or last names — and provide new ways to report “bad behavior” in the app.

Bumble already has photo verification features and more than 4,000 content moderators who review photos and profiles.

Before Bumble, Wolfe Herd was an early employee and exec at Tinder but left the company in 2014 after suing for sexual harassment and discrimination. The case was eventually settled.

But tension between the two dating companies has become increasingly palpable as a result of very public litigation between the Bumble and Match Group, Tinder’s parent company.

In March, Match Group targeted Bumble with a lawsuit accusing the company of patent infringement and stealing trade secrets. Bumble asked the court last week to dismiss the case.

Separately, Bumble filed a counter lawsuit against Match Group. Bumble argues that Match Group is using litigation as revenge over failed acquisition talks. Both lawsuits are ongoing.

While Bumble already operates in over 160 countries, India is a significant market because of its size. According to a report from Bain & Co, India has 390 million internet users, the second largest of any country behind China.