A new online matrimonial website aimed specifically at UK audiences has been launched.

PureIshq.com aims to bring together couple from the UK after research found most sites for the Asian market seem to be tailored to the Indian sub-continent Western audiences continually face approaches, through the various different sites, not only from getting inappropriate prospects, but the locations of these prospects tends to be usually from India or the wider subcontinent which are effectively now an alien culture to the majority of second and third generation Asians living in the UK.

Farah Mir CEO of PureIshq.com said, ‘We understand that for each of our customers there will be different values, beliefs, qualities and expectations from their potential soul mate.

"'We know there are masses of potential in the UK online matrimonial market. It's growing extremely rapidly at PureIshq.com we think there are things that we can do better than the current crop of online matrimonial sites. Many of the sites out there at the moment are poorly designed, difficult to use or not properly tailored to the market.

"There is a big opportunity for individuals who have not tried online matrimonial sites to have a positive experience with PureIshq.com."

Co-founder Suhail Ali added, “When a new member joins, they must complete a profile before being permitted to access the site, which is a deterrent to those just wanting to browse.

"We are all leading such busy lives and for many people, having the time to go out and meet new friends and potential partners is becoming increasingly difficult.

"The site is initially being launched in the UK, which increases the likelihood of people arranging to meet.

"So often I hear of people striking up friendships with others online, only to discover that they live in the Outer Hebrides”.

Pureishq.com is not accessible to non-members, which protects member’s privacy and prevents people randomly searching the profiles when they are not interested in marriage themselves.