India often projects itself as a society rooted in traditional family values, but recent user trends from extramarital dating platforms suggest that private choices may be diverging from public ideals.

Gleeden, a platform catering to married individuals seeking relationships outside their marriage, has surpassed 4 million users in India. The milestone reflects a broader change in how companionship, intimacy, and personal fulfilment are being pursued.

Changing equations within marriage

In a 2024 survey conducted by the platform among 1,503 married individuals aged 25 to 50 across Tier 1 and Tier 2 cities, more than 60% of respondents said they were open to non-conventional relationship models. These included arrangements such as open marriages and partner-swapping, pointing to a growing willingness to question traditional boundaries.

The findings indicate that while societal expectations around marriage remain firm, attitudes within relationships may be shifting more quietly.

Another global platform, Ashley Madison, reported in mid-2025 that Kanchipuram — a Tamil Nadu town known more for temples and silk weaving than modern dating culture — ranked among Indian locations with notable user activity. Such data suggests that interest in discreet connections is not limited to major metropolitan centres.

Personal motivations vary

Individuals navigating these platforms cite different reasons. A Mumbai-based marketing professional (name withheld) said that in some marriages, partners are aware of outside relationships but prefer not to confront them. She also observed that conversations around open marriages are becoming more common in certain urban circles.

A senior product executive, married for over a decade, admitted to signing up on such apps, describing it as a source of excitement rather than emotional necessity.

Who is signing up?

Platform insights show that:

• Around 65% of users are men and 35% women
• Most members are married or in committed relationships
• Female participation has increased sharply in the past two years

User activity typically peaks in the early afternoon and again late at night, often during personal downtime.

Preference trends also mirror conventional expectations: younger women are often sought by male users, while women tend to prefer older, financially established professionals.

Beyond big cities

While Bengaluru, Hyderabad, Delhi, Mumbai, and Pune account for a significant share of users, registrations are also rising in cities such as Lucknow, Chandigarh, Surat, Coimbatore, Patna, and Guwahati — indicating that interest in such platforms is spreading beyond traditional urban hubs.

Empowerment or emotional gap?

The noticeable growth in women users has sparked debate. The platform attributes this rise to greater autonomy and confidence among women making independent personal choices. Free access for women, it says, helps encourage participation.

However, the larger conversation remains complex. Is this trend a sign of empowerment and evolving relationship structures? Or does it reflect dissatisfaction within existing marriages?

Gleeden India’s country leadership has described the shift as subtle but significant, suggesting that while marriage continues to hold cultural importance, individuals are increasingly seeking avenues for emotional expression elsewhere.

Regardless of perspective, the data indicates that conversations around fidelity and fulfilment in India are no longer as one-dimensional as they once appeared.