Changing Attitudes Toward Relationships in India: Insights from Gleeden’s Survey

Gleeden, recognized as the largest extramarital dating app globally, has recently celebrated reaching 3 million users in India since its launch in 2017. To mark this significant milestone, the platform commissioned a comprehensive nationwide survey aimed at exploring shifting perspectives on love and marriage across different generational cohorts.

The Survey at a Glance

Conducted by IPSOS, a prominent global market research firm, the survey encompassed 1,510 participants aged between 18 to 60 years from 12 tier-1 and tier-2 cities across India. The cities included:

• Tier-1: Delhi, Mumbai, Kolkata, Hyderabad, Bangalore, Ahmedabad, Jaipur, Ludhiana, Patna, Guwahati, Indore
• Tier-2: Jaipur, Lucknow, Chandigarh, Gurugram, Noida, Surat, Nagpur, Bhubaneswar, Bhopal

Research Focus

The main objective of the study was to investigate the evolving perceptions of infidelity among Generation Z (GenZ), Millennials, and Generation X (GenX), while understanding their definitions of love and marriage.

Key Findings

According to Gleeden’s Country Manager for India, Sybil Shiddell, “At Gleeden, we have always felt that emotional fulfillment and the freedom to make a choice is central to any connection that matters.” The findings support this sentiment, illuminating the challenges faced by individuals in maintaining healthy relationships.

Challenges Leading to Infidelity

• 33% of respondents cited work-life balance and insufficient family time as significant factors contributing to infidelity, with Millennials representing 42% of this cohort.
• Despite a sense of happiness and sexual satisfaction, over 51% of respondents expressed a lack of emotional connection with their partners.
• 42% indicated that absence of excitement and thrill, while 38% mentioned lack of physical intimacy as reasons for infidelity.

The Generational Breakdown

Specific concerns varied among generations:

• 55% of GenX indicated they feel no emotional connection, while 49% of GenZ reported dissatisfaction with physical intimacy.
• The inclination towards exploring alternative connections beyond their primary relationships was expressed by 54% of GenX participants.

Receptiveness Toward Infidelity

The survey also revealed that both men and women are increasingly engaging in physical and emotional infidelity, with GenX leading at 52%. Furthermore, a notable 62% of Millennials and 50% of GenZ showed understanding towards the reasons behind infidelity before making relationship decisions.

Societal Views on Monogamy

• 58% of respondents stated that they would consider infidelity if it helped maintain emotional fulfillment.
• Notably, 45% believe that infidelity could revitalize stagnant marriages.
• 41% of participants were open to the idea of suggesting open relationships to their partners, and 35% admitted to already being in one.

Remarkably, men and women shared strikingly similar views—62% of women and 61% of men expressed skepticism about the inherent nature of monogamy, attributing societal pressures as significant influencing factors.

Concluding Insights

As social media continues to offer more opportunities for connection, 68% of respondents identified it as a major facilitator of infidelity. Furthermore, 64% admitted to flirting online while in a relationship, with GenX respondents commonly participating in this behavior. The survey conducted in May 2025 provides a nuanced view on how relationships are evolving in contemporary India, indicating a growing acceptance of infidelity as a potential avenue for emotional satisfaction and happiness.