Gleeden
Swipe. Hide. Desire: Inside India’s quiet boom in extramarital app
At 11:47 pm, long after the house has gone quiet, a phone lights up under the blanket. The name on the screen reads “Client”. The message is anything but professional: “Tonight?”
Across urban India, these coded conversations are no longer rare whispers. They are part of a growing, discreet digital world where desire, boredom and curiosity collide—quietly, privately, and just a tap away.
The trend is no longer fringe. Extramarital dating platforms have crossed 4 million users in India, with a sharp rise in women joining and peak activity seen during lunch hours and late nights—moments carved out of routine for something more intimate and discreet.
One prominent example is Gleeden, an online dating and social networking platform launched in France in 2009, specifically designed for individuals seeking extramarital relationships.
The platform has seen significant traction in India, recently adding 4 million new subscribers and emerging as one of its fastest-growing markets, according to a Business Today report.
While over 65 per cent of Gleeden’s global user base is located in the European Union, India’s growth stands out. The platform’s Indian user base is composed of approximately 65 per cent men and 35 per cent women, with most users either married or in long-term relationships.
A striking trend within the data is the sharp rise in female participation. Women’s usage of the platform has increased by 148 per cent over the past two years, indicating shifting attitudes and a growing sense of agency among women in making personal relationship choices.
Geographically, the app’s user base is concentrated in major metropolitan areas as well as emerging urban centres. Bengaluru leads with 18 per cent of users, followed by Hyderabad (17 per cent), Delhi (11 per cent), Mumbai (9 per cent), and Pune (7 per cent). At the same time, adoption is accelerating in tier-2 cities such as Lucknow, Noida, Chandigarh, Surat, Coimbatore, Bhubaneswar, Patna, Guwahati, and Raipur, highlighting a broader cultural transition beyond metro cities.
User behaviour on the platform also offers insight into engagement patterns. On average, Indian users spend between one to one-and-a-half hours daily chatting. Activity tends to peak during midday hours (12 p.m. to 3 p.m.) and again late at night (10 p.m. to midnight).
In terms of preferences, male users generally seek women aged 25 to 30, while female users tend to prefer men aged 30 to 40, particularly professionals such as doctors, senior executives, and chartered accountants.
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Commenting on this milestone, Sybil Shiddell, Country Manager of Gleeden India, described the achievement as a “watershed moment,” noting that it reflects both the rapid pace of digital adoption and a quiet but significant transformation in how individuals approach modern relationships in India.
Photo: Screengrab of Gleeden website
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