As funding heats up for Web start-ups in general, some investors have taken notice of Ignighter and its potential in India. This month, the company closed a $3 million round of financing. Forty percent of its investors are based in India, including Rajan Anandan, Google’s top executive in India. In the United States, Ignighter is backed by Point Judith Capital, Founder Collective and GSA Venture Partners, among others.

“Here we are, a few Jewish guys sitting in Union Square, and we might have accidentally revolutionized the dating scene in India,” Mr. Sachs says of himself and Mr. Osit. They and Mr. Owocki, who is charge of Web development and programming for Ignighter, have never been to India  though they now plan to make frequent trips there.

IT’S not all that unusual for start-ups to find that their market isn’t what they intended, said Sean Marsh, co-founder of Point Judith Capital in Providence, R.I., and an investor in Ignighter. But not all entrepreneurs choose to listen to what the market is telling them, he says.

Even though an Indian dating site wasn’t their original concept, the Ignighter founders decided to pivot at a crucial moment, he says: “You have to be flexible as an entrepreneur and bend to the market and consumer feedback.”

So how did this happy accident happen?

Mr. Osit suspects that young people in India read about the service on technology blogs like Mashable and TechCrunch. From there, it grew in part because dating in India is still in a somewhat embryonic stage. It happens in big cities like Mumbai and Hyderabad, but in many less cosmopolitan parts of India it’s still considered taboo for unmarried men and women to be seen in public together. Many couples, as they have for centuries, meet through arranged marriages that their relatives orchestrate.

But for some in this generation  those raised on a diet of MTV and social networks  there’s a desire to find new dating scripts, or just to hang out with a coed group.

The group dynamic also makes going out an easier sell to parents, who are worried about safety and propriety. That’s what led Rohan Bhardwaj, 23, to set up a profile on Ignighter last month. He works in New Delhi at Exclusively.In, an online store that sells Indian luxury goods, and, like a majority of his peers, he lives with his parents. He heard about Ignighter from his boss in the United States  the chief executive of Exclusively.In, which shares office space with Ignighter in Manhattan  and from his cousin in Canada.