From school and college romances with late-night landline calls to relationships blossoming on apps that break the barriers of location and time, dating in India has come a long way.
Its evolution has also mirrored changing societal norms and gender dynamics.
The trend of using dating apps to meet a potential partner or even spouse, started with Tinder in 2013, which revolutionized the market by popularizing swipe-based dating, especially in metro cities like Delhi, Mumbai, and Bengaluru.
Since then the dating app market is gaining new players, each differentiating itself from another based on features tailor-made to suit one’s dating preferences.
Apps for extra-marital relationships, or an ‘extra-marital connection,’ if you will, are a result of this shift, and the rise of the French extra-marital dating platform Gleeden to 3 million users in India (25% of its global user base) bears testimony to the evolving landscape of marriages and long-term relationships.
Invezz had a candid chat with Sybil Shiddell, country manager for Gleeden in India, about how Indian women in marriages and long-term relationships are increasingly owning their desire to feel seen and valued beyond breadcrumbs.
This shift, Shiddell said has contributed to the rapid growth of female users, who now make up 40% of Gleeden’s user base.
The conversation also covered the company’s challenges in marketing its services, the creative strategies it has adopted to overcome them, its efforts to tap into a younger demographic, and its positioning as a platform for exploring non-monogamous relationships—not just an extra-marital dating app.
Invezz: How has Gleeden’s experience been in India since its launch?
The app was born in France back in 2009, so we have been around for a long time.
Our experience in India is now eight years old. Officially, the app was launched in India in 2018, but we started gaining users from India as early as 2017.
These users were coming spontaneously, without any marketing activity or communication about the app. It was simply available in the app stores, yet Indian users found it and subscribed.
Seeing this organic growth, we started to pay attention. It was clear that this market had potential—people were actively looking for us, finding us, and subscribing.
Less than a year later, we officially launched in India. This meant partnering with a local agency and developing a marketing strategy for the country.
Gleeden India’s growth and evolution
Honestly, I always say this—not to flatter anyone, but because it’s true—India is my favourite market.
Surprisingly, we never faced backlash, despite the controversial nature of our service.
I believe this is because our platform was understood for what it truly is: a beautiful space where people with similar desires and expectations can connect transparently, without deception.
Most of our users are satisfied with virtual companionship and do not necessarily seek anything beyond that.
Of course, some do, but for many, virtual companionship is more than enough. As a result, we never became known as an app for cheating.
This is also because our communication strategy never promoted cheating out loud.
Instead, our messaging and storytelling have always revolved around couples—helping them reconnect, rekindle their relationships, and improve their bond.
We offer advice and insights, and only if that isn’t enough do we suggest finding companionship elsewhere.
Decriminalising adultery, Covid-19 turning points for Gleeden, India
Our biggest boom in India happened in 2018. This was not only due to our structured marketing efforts but also because of a significant cultural shift.
The abrogation of Section 497 decriminalized adultery, officially opening the door for a service like ours. Since then, Gleeden has continued to grow steadily and successfully.
Another major milestone for us was COVID-19. Like all dating apps, we saw a surge in users during the pandemic.
With lockdowns and restrictions in place, people needed social connections outside their immediate circles, and dating apps provided just that.
India remains a key market for us, growing steadily each year. In 2024, we reached 3 million users—a significant achievement, considering we are a niche dating app.
Also, our strongest point, which sets us apart from other so-called “cheating apps”, is our focus on women rather than men.
We do not promote seduction, sex, or an escort-like experience. Instead, we cater to women’s needs—their desire for friendship, connections, and companionship.
This focus differentiates us from similar platforms and ensures that women feel safe within Gleeden.
Why is Gleeden a women-centric platform?
On our platform, women make the first move. They decide whom they want to talk to, when to share their pictures, and who can see them.
Profile pictures are not mandatory, adding an extra layer of privacy—users decide who gets access to their images.
Additionally, the app is free for women, while men must pay for the service. This creates a natural entry barrier, ensuring that men who join are genuinely interested in meaningful interactions rather than casual harassment.
When people have to pay, they are less likely to waste time or behave inappropriately, which helps maintain the quality of our user base.
Invezz: What was the motivation behind making Gleeden women-focused? Was it about maintaining quality by setting an entry barrier?
In part, yes. But more importantly, it was our key differentiator in a competitive market.
We were not the first extramarital dating platform—Ashley Madison was already a giant in this space. Back in 2009, it was the biggest extramarital dating service out there.
However, Ashley Madison primarily targeted men and had a very masculine, brand focused on having affairs. We decided we did not want that.
Our approach was influenced by a cultural element, too. Gleeden was born in France, a country with deep-rooted traditions of courtship, romance, poetry, and dialogue.
In French culture, men are expected to make an effort to woo women. This cultural perspective shaped our vision for Gleeden.
So we wanted to translate this whole idea of extramarital relationship as something sexy, but also platonic, but also romantic.
We wanted to be more old-fashioned, because, again, most of the time, women appreciate romance, effort, and feeling special- they want to be pursued, but nicely, and that’s why we decided to put them at the centre of our platform.
Indian women are not shy, they know what they want
Invezz: So do you see this cultural component aligning with your experience in India? Could you share some insights?
Yeah, my insights are amazing because Indian women are adventurous. They’re not shy. They know what they want, and they’re very assertive about it.
From a foreigner’s point of view, there’s often a cliché of Indian women being submissive and “wifey”, but that is not the case.
The country is evolving rapidly, and this is true not just for the younger generation but also for older women.
Many of them, especially those in long-term relationships or marriages, know exactly what they want.
They may already be wives, mothers, and the so-called “angels of the house,” but in their private lives, they want to explore their more daring side.
And when they feel safe, they do so without hesitation.
So Indian women are not afraid to ask, and they get straight to the point. This is fantastic because it breaks outdated stereotypes.
In reality, they are very contemporary women, no different from their counterparts in Western countries.
40% of Gleeden’s 3 million user base in India are women
Invezz: Out of your 3 million-user base in India, how many are women? Also, what kind of market share does Gleeden enjoy in India’s overall dating app market?
Okay, so overall, our app has just surpassed 12 million users globally. Our main market, because we’ve been there the longest, is France.
But India is now our second-largest market in terms of users, followed by Italy in third place. Given this growth, we need to maintain a consistent presence in India.
When we first started, our user base was about 20% women and 80% men. However, after nine years, we now have almost the same gender balance as in Europe—40% women and 60% men.
It’s normal for dating apps to have more male users, as they are more prone to be “out there”.
But the fact that our female audience in India has grown to nearly the same level as in Europe is a significant achievement.
It means that we were able to talk to our main audience—women—even in India. And that makes us very proud.
Limitations faced while marketing an extra-marital dating app
As far as our marketing strategy in India goes, it differs significantly from other countries due to restrictions on direct advertising.
Traditional channels like TV and outdoor campaigns are difficult because it is too explicit to declare what we do.
While we don’t necessarily face backlash, we encounter barriers at the entry-level, so we don’t even attempt those methods.
Instead, we focus on sparking conversations through media, discussing topics like relationships, love, marriage, and infidelity.
We explore questions such as the role of infidelity in marriage, the concept of non-monogamous relationships, and the silent yet growing trend of open marriages and polyamory.
By engaging in these discussions, we position ourselves at the centre of the conversation, encouraging people to explore these ideas in a safe, virtual space through Gleeden.
We don’t promote open cheating but encourage different perspectives on relationships, allowing users to explore new connections and experiences online.
Most of the time, it is more than enough to have these virtual “micro-affairs” which give you the kind of validation, compliments, and attention they might no longer receive from their husbands.
Often, marriages evolve into more of a companionship, resembling sibling-like relationships, where passion fades.
You still love your partner, but maybe you just need that extra attention or affection.
Also, receiving external attention can make a person feel more valued and confident, ultimately contributing positively to their primary relationship by bringing happiness and satisfaction into the home.
In addition to serious discussions, we have also taken a more mainstream, lighthearted approach.
In September, we introduced our first stand-up comedy show focused on relationships, dating, and infidelity.
Humour makes it easier to discuss sensitive topics, and the show was super fun.
We are now using digital content from the show—videos and reels—to build a digital strategy aimed at increasing brand awareness and reaching a younger demographic.
Younger demographic is open to trying non-monogamous relationships
Invezz: What’s the average age bracket using your platform currently?
Considering that its an extra-marital dating website, of course, its thirty. Because sometimes you must be married for a long time to actually be in need of something different.
But now we are trying to talk about the topic also with younger generations because younger generations are considering all these kinds of non-monogamous relationships that could be found on Gleeden as well.
Invezz: So are you also trying to branch into a platform for non-monogamous relationships and not restricting yourself to being just a website for extra-marital relationships?
Yes, we are also evolving into a space where couples interested in polyamory or non-monogamy can connect safely.
Unlike apps like Hinge, Bumble, or Tinder—which are designed for finding long-term partners—we focus on different kinds of connections.
I think the latest claim of Hinge is “the app that you have to delete” because once you find your partner, you will not need it anymore.
This is not us. We are an extramarital dating website. So it’s like—you can come to Gleeden, find somebody, then go back to your partner, then come back to Gleeden.
We are not selling eternal love, dating, or marriage. You can find it- maybe you find your soulmate, but usually, you go on traditional dating apps for that.
Geographical breakdown of user base and 2025 dating trends
Invezz: Could you also give us a breakdown of the user base geography-wise in India? I read Bangalore has the highest number of users…
Yes, Bangalore has 20% of the Indian community. It is the most important city where we have the most users, followed by Mumbai, Kolkata, Delhi, and Pune- mainly the tier-one cities because also, the mentality is more open in such cities.
Bigger cities also provide better opportunities for geolocalization. You can find a lover in the same city, but it’s not like he/she is your neighbour.
The smaller the town, the higher the risk of meeting someone you already know. But we also have users in smaller cities who actually live there but find their connections in bigger cities.
Invezz: What trends have you seen in the framework of extramarital dating or dating outside of a relationship since Gleeden launched in India? And looking ahead to 2025, what is one trend you think will stand out in dating and extramarital relationships?
Well, as we were talking about, for sure, non-monogamous relationships and non-traditional relationships.
Because long-term couples, after a while, want to expand and experiment for fun. And of course, Gleeden is a perfect place to start.
We ran a survey two years ago, and we’re going to do another one this year to analyze the trends.
When we conduct these studies, we do them with Ipsos. So they are scientifically carried out and truly give us a perception of what the country is thinking.
67% of Indians are interested in trying non-monogamous relationships
One of the findings from two years ago, which I believe is becoming even bigger, is that 67% of Indians declared they were interested in trying a non-monogamous relationship.
Also, if I remember correctly—but I will check on this number—62% had already tried this kind of relationship at least once, which was very interesting.
From a foreigner’s perspective, you always think of India as very traditional, marriage-oriented, and family-oriented.
And then you find out that behind closed doors, people are super open—even more open than Italy.
Italy is a very traditional country. We are very bored from this point of view. India is not.
So I believe this kind of relationship, or at least the desire to try, is going to grow.
The second trend we saw, which I always emphasize because it’s surprising, is single people using Gleeden.
Single people also use Gleeden for privacy concerns, commitment issues
This is wow. It’s like—why? What’s the point of a single person subscribing to Gleeden? We are openly an extramarital dating service.
But then we started investigating this phenomenon.
And basically, what single people like about Gleeden is the privacy we offer. Other dating apps are just catalogues. Your face is up there. You can find everyone—you can find your friends.
So if people don’t want to announce they are dating again, because maybe they went through a hurtful breakup or a divorce, they prefer more privacy.
Invezz: Is it also an emerging trend that single people want to get involved with married individuals or those already in relationships because they want to have a connection without the responsibility?
Exactly. Most of the time, it’s about casual dating. If I’m single and the person is married, there’s a high chance I don’t have to commit. Things are clear.
Hope to close 2025 with another million users
Invezz: How big is your team in India? Do you have an office here?
The team consists of about 10 people. There is no physical office. We don’t have one anywhere.
The office is essentially us—travelling. It’s unusual because, despite being a large platform operating in multiple countries, the actual core team is quite small.
We prefer working with local professionals and agencies who understand the reality of each country we operate in. In terms of direct employees, we are a very small team.
Invezz: Do you have a target user base for the coming years?
I’d love to add another million users by the end of this year, but we’ll see.
When we release studies with fresh data and trends, we typically see a surge in subscriptions.
I’m ambitious and hope to close 2025 with another million users, but I don’t want to jinx it.
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