Bengaluru: India’s evolving relationship landscape is increasingly reflecting a shift away from traditional norms, with over 40 lakh users now registered on extramarital dating platforms like Gleeden. According to recent data, Bengaluru leads the country in user share, highlighting how even urban India’s “progressive” tag is taking on new meanings.
The trend signals a quiet but noticeable transformation in how individuals perceive marriage, companionship, and personal fulfilment—often beyond conventional boundaries.
Changing dynamics of relationships
India has long upheld marriage as a deeply valued institution, rooted in cultural and social expectations. However, new data suggests that while the institution remains intact, the way people navigate relationships is steadily evolving.
A 2024 study conducted by Gleeden involving 1,503 married individuals across Tier 1 and Tier 2 cities revealed that more than 60 per cent of respondents were open to non-traditional relationship models. These include concepts such as open relationships, swinging, and relationship anarchy.
This shift does not necessarily indicate rejection of marriage but reflects a growing willingness to question its traditional boundaries. Experts say such platforms offer users avenues for emotional validation, companionship, or simply an escape from routine.
User trends and behaviour
The platform’s insights provide a deeper understanding of its Indian user base. Around 65 per cent of users are men, while women account for 35 per cent. However, female participation has surged significantly, rising by 148 per cent over the past two years.
Most users are married or in long-term relationships. On average, individuals spend between one to one-and-a-half hours daily on the app, engaging primarily during afternoon breaks (12 pm to 3 pm) and late-night hours (10 pm to midnight).
Preference patterns also reveal familiar trends within modern contexts. Men generally seek women aged 25–30, while women tend to prefer men aged 30–40, often professionals with stable careers such as doctors, senior executives, or chartered accountants.
Bengaluru leads, but smaller cities rising
Among Indian cities, Bengaluru accounts for 18 per cent of users, followed by Hyderabad (17 per cent), Delhi (11 per cent), Mumbai (9 per cent), and Pune (7 per cent).
Interestingly, the trend is no longer confined to metropolitan areas. Smaller cities such as Lucknow, Chandigarh, Surat, Coimbatore, Patna, and Guwahati are also witnessing a steady rise in users.
Another global platform, Ashley Madison, previously reported that Kanchipuram in Tamil Nadu emerged as an unexpected hotspot for such activity, indicating that changing attitudes are spreading across diverse regions.
Women and growing agency
One of the most significant aspects of the data is the increase in female participation. Gleeden attributes this to growing financial independence, digital literacy, and confidence among women in making personal choices.
The platform also offers free access to women, which it says helps create a more balanced ecosystem and encourages participation.
However, this trend has sparked broader debates. While some view it as a sign of empowerment and autonomy, others interpret it as a reflection of emotional gaps within existing relationships.
A ‘quiet normalisation’ of taboos
Industry observers describe the rise of such platforms as part of a “quiet normalisation” of behaviours once considered taboo. Conversations around open marriages and discreet relationships are becoming more visible, even if they remain largely private in practice.
Personal accounts echo this shift. Professionals across sectors acknowledge that such arrangements are increasingly common, sometimes even with tacit awareness from partners.
Conclusion
The growing user base of extramarital dating platforms in India underscores a complex social transition. While traditional values around marriage remain strong, individual expectations of emotional fulfilment and personal freedom are evolving.
As platforms like Gleeden continue to expand, the debate around morality, modern relationships, and personal choice is likely to intensify. For now, the numbers suggest that beneath the surface of a conservative society, change is already well underway.
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