This is a crazy situation but the simple fact is that arranged matches get broken off for less. There is simply no incentive for your friend to “fight” for this woman: he barely knows her and has no emotional investment here.
At one level I am appalled that a woman is treated so cavalierly- like she is chattel to be traded between two men. On the other hand well…this is India where brides are routinely sold into marriage or burnt for dowry or worse.