Infidelity in India: Gleeden App Surpasses 4 Million Users Amidst Shifting Attitudes

Top Summary

• What happened: Extramarital dating app Gleeden reached 4 million users in India, indicating a growing trend of infidelity and changing relationship dynamics.
• Why it matters: This milestone reflects evolving attitudes towards marriage, fidelity, and personal fulfillment in India, challenging traditional norms.
• What changes for people: Individuals are increasingly seeking discreet digital platforms for companionship, validation, and experiences outside their existing relationships.
• Who is affected: Married individuals, particularly those aged 25-50 in Tier 1 and Tier 2 cities, and society at large as traditional relationship structures are questioned.

The Rise of Discreet Dating Apps

Gleeden, an extramarital dating app, has surpassed 4 million subscribers in India, suggesting a quiet shift in how India approaches love and relationships.

A 2024 study by Gleeden, involving 1,503 married Indians aged 25 to 50, revealed a growing willingness to question traditional relationship structures.

This trend isn't isolated. Ashley Madison data from June 2025 indicates that Kanchipuram, Tamil Nadu, is emerging as a hotspot for affairs.

Changing Attitudes Towards Marriage

The data indicates that what was once considered taboo is increasingly moving into the realm of quiet normalization.

Snigdha Ghose, a marketing analyst, notes that open marriage concepts are on the rise.

Aniruddha, a Chief Product Officer, admits to using extramarital dating apps for the thrill and excitement, even without his wife's knowledge.

User Behavior on Gleeden

65% of Gleeden's users are men, while 35% are women.

Women’s participation has grown sharply, up by 148% in the last two years.

Indian users spend an average of 1 to 1.5 hours a day chatting on the platform, with peak activity between 12 pm to 3 pm and 10 pm to midnight.

Preference Patterns

Men on Gleeden tend to seek women aged 25–30.

Women prefer men aged 30–40, often financially stable professionals.

Beyond Metros: Expansion into Smaller Cities

While metro cities dominate, the trend extends to smaller cities like Lucknow, Chandigarh, Surat, Coimbatore, Patna, and Guwahati.

Bengaluru leads with 18% of users, followed by Hyderabad (17%), Delhi (11%), Mumbai (9%), and Pune (7%).

Women and Agency in Modern Relationships

The surge in female users raises questions about empowerment versus unmet emotional needs within marriages.

 

Sybil Shiddell, Country Manager of Gleeden India, described it as evidence of a “quiet revolution” in how people approach modern relationships. “Many people consider marriage to be one of the most sacred institutions in this country, but are using outlets like this to search for a means of emotional expression and self-affirmation,” she said.

 

Gleeden allows women to use the platform for free, contributing to a more balanced and “safer” ecosystem.

What to Watch Next

It remains to be seen how these evolving attitudes will further impact traditional marriage structures and societal norms in India. Future surveys and data from these platforms will offer further insights into this continuing shift in relationship dynamics.