"homely"

Indian matrimonial columns are abundant with ‘wanted homely bride’ amidst other quaint quips. Feminists, Pro-feminists and self-declared social reformists (of either sex) now jump up and down pointing to this as yet another evidence of male chauvinism treating women as commodity packed in boxes and the like.

At the surface level, homely is a notional term, not being necessarily specific. As you delve deeper, it may mean:

1. A product of home or tending towards home. The bride must have a greater affliction for home and hence must choose to go home, rather than loiter around. It may also be taken that the bride must have a recognizable, verifiable lineage.
2. The groom prefers a girl for his home (a home-maker).
3. Free from all ostentations or superficial embellishments.
4. Lacking allure, without being positively ugly.
   

This is the most positive definition to be taken of a homely girl. The groom mentions that the bride need not be beautiful (so as to attract).
To conclude, since in matrimonial column every word counts, it must be a wise groom who uses ‘homely’.