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The man behind Second Wife.com, web boss Azad Chaiwala, insists that the service promotes fidelity, morality and old-fashioned family values.
The 33-year-old entrepreneur believes in his product so much that he plans to select his next two wives from the company.
Users are greeted by a picture of a beaming, multi-cultural family and the proclamation: "We want bigger, stronger families." Speaking to the Sunday Mercury Chaiwala claimed polygamy across all religions is more popular than it has ever been.
If she doesn’t find someone to her taste, she says, she is content with her independence.
And it suits 21st century Muslims in the UK and around the world too.
Despite the popularity of arranged marriages (when a friend or family member plays matchmaker that is, and not the typical forced marriage situations shown in films and TV), many Muslims are opting to choose their own partners.
That means after a short courting period – that is, going on a few dates (some may be chaperoned if they want, it’s totally up to them) – they decide if they want to settle down.
It’s not always the case, however, as some people want to get to know one another for a longer period of time.