Anuradha Gupta, Founder CEO Vows for Eternity
In a world of curated perfection, Anuradha Gupta, founder of global matchmaking service Vows for Eternity, is betting on something different: that the path to finding the right partner begins with being honest about who you actually are.
In this conversation, she speaks about ambition, marriage, cultural tightropes, and why the best role models may be the ones still figuring it out.
Let’s start with what most founders don’t talk about: what are you bad at?
Where do I start? I’m terrible at the myth of balance. I don’t believe in work–life balance, which probably makes me a terrible role model by conventional standards. When I’m in something, I’m all in - often to the detriment of everything else. I’ve missed school events. I’ve been distracted during dinners. I’ve had to apologise to my child, my spouse, and friends for not being present.
And here’s the truth: I still haven’t figured it out.
Do you think that makes you a bad role model for other women, particularly mothers?
Maybe. Or maybe it makes me an honest one.
I’m tired of narratives that sell an impossible standard - the perfectly balanced executive who also makes organic lunches, never misses a recital, and is always emotionally regulated. It’s performance, and it’s exhausting.
I’d rather be honest: this is hard. You will disappoint people. You will disappoint yourself. You will lie awake questioning your choices. And you’ll do it anyway, because the alternative - not building, not trying, not pursuing what matters to you feels worse.
There are women who need to hear that it’s okay to be ambitious and flawed. That you can love your child fiercely and still want more than motherhood. That you can build something meaningful and still feel as though you’re failing half the time.
What do you actually believe about marriage that might surprise people?
That it’s optional and that makes it more valuable, not less.
I don’t believe everyone needs to be married. I don’t believe partnership is the only path to fulfilment. But for those who choose it intentionally, marriage can be extraordinary. Not because it completes you, but because it challenges you to grow in ways you wouldn’t on your own. Because shared joy is amplified, and shared burdens are lighter.
VFE exists for people who want that who choose it intentionally. Marriage pursued as an obligation is a prison. Marriage pursued as intentional partnership is transformative.
Do you think the younger generation is rejecting marriage?
They’re rejecting a script that doesn’t fit their lives. And honestly? Good for them.
Our parents’ generation married because it was expected. The timeline was rigid; the criteria practical. Personal fulfilment wasn’t really part of the equation.
But this generation has different options. Women have financial independence. Men are questioning traditional masculinity. Both are asking, “Why would I partner with someone who doesn’t enhance my already full life?”
They’re not rejecting marriage; they’re rejecting marriages of obligation. They want partnerships of choice - emotional intimacy, intellectual companionship, shared growth.
The problem is that while their desires have evolved, the systems for finding partnership haven’t caught up. There’s a gap, and people are stuck in it.
If you could change one thing about how we approach finding a partner?
We’d stop asking, “What do I want?” and start asking, “What am I willing to build?”
Contact
Call: +91 84484 23938
Office: +91 22 6864 3999
contactus@vowsforeternity.com
https://www.vowsforeternity.com/
New York | New Delhi | Mumbai