The website urges every happily married man to show his love for his wife by pledging to fast for her. The website says, "Take a stand, spread the word and let us all come together to celebrate the special woman in your life.
Here's What You Can Do to Make 11th October Special! Record your pledge, 'Dear (Wife), I Pledge to fast for you because...' holding an empty plate and upload it to your Facebook / Twitter account with the #FastForHer. And don't forget to tag two other friends whom you want to nominate."
The idea of #FastForHer went viral when Anupam Mittal, the founder and CEO of People Group which owns Shaadi.com, took the pledge on Twitter and nominated author Chetan Bhagat and
others to follow suit.
On Twitter, the author Bhagat has pledged to fast for his wife Anusha and also nominated UTV's Ronnie Screwvala, Bollywood singer Mohit Chauhan and renowned journalist Shekhar Gupta to do the same.
The matchmaking site recently also conducted a survey to understand if the modern Indian woman still believes in an age-old tradition like Karwa Chauth.