Dating in India has evolved a lot. From romances that began with landline phone calls at late hours to apps that allow relationships to blossom without regard for location or time, the country is now a dating hotbed.
The evolution of the sexes has been mirrored in its evolution.
Tinder, which popularized swipe-based dating in cities such as Delhi, Mumbai and Bengaluru, was the first dating app to start this trend.
Since then, the market for dating apps has seen a slew of new players. Each one differentiates itself from another by offering features that are tailored to suit a person’s dating preferences.
This shift has led to apps for extra-marital relationship, or ‘extra-marital connections’, if you prefer. The fact that the French extramarital dating site Gleeden now boasts 3 million Indian users (25% of their global user base), is a testament to the changing landscape of marriages.
ICD spoke candidly with Sybil Shiddell in India about the increasing desire of Indian women to be seen and appreciated beyond breadcrumbs in long-term marriages.
Shiddell says that this shift has contributed to the rapid increase in female users who now account for 40% of Gleeden’s user base.
The discussion also included the company’s marketing challenges, creative strategies adopted to overcome these, its efforts in tapping into a younger audience, and its positioning to explore non-monogamous relationship–not only as an extra-marital app.
Invezz : How has Gleeden performed in India since it was launched?
We have been in business since 2009.
Eight years ago, we began our experience in India. The app was officially launched in India in 2018 but we began gaining Indian users as early as 2017.
The users came without any advertising or promotion of the app. The app was available on the app store, but Indian users discovered it and signed up.
We began to pay more attention when we saw this organic growth. This market was clearly a potential one. People were actively searching for us, discovering us, and subscribing.
We officially launched our business in India less than a month later. It meant developing a strategy and partnering with an Indian agency.
Gleeden India’s growth and development
India is my favorite market. I don’t say it to flatter anybody, but simply because it is true.
We have never received any negative feedback despite our controversial service.
This is a result of our platform being understood as what it is in reality: a beautiful place where people who share similar expectations and desires can connect without deception, transparently.
The majority of our users are content with the virtual companionship they receive and don’t necessarily want anything more.
Some do, of course, but virtual companionship suffices for most. We never gained a reputation as an app that cheats.
Our communication strategy has never encouraged cheating in public.
Our messaging and storytelling has always been centered around couples, helping them to reconnect, rekindle and strengthen their relationship.
Only if this is not enough, do we suggest that you find companionship somewhere else.
Covid-19 turning point for Gleeden in India
In 2018, we saw our biggest growth in India. Our marketing strategy was a major factor, but a cultural shift also played a role.
Abrogation of Section 497) decriminalized Adultery and opened the door to a service such as ours. Gleeden’s growth has been steady and successful since then.
COVID-19 was another major milestone. We saw an increase in users, just like all other dating apps.
Dating apps were a great way to connect with people outside of their immediate circle.
India is a major market for us and it continues to grow steadily every year. We reached 3,000,000 users in 2024. This is a huge achievement considering that we are a niche app.
Our focus on women is what sets us apart from the other “cheating apps” and makes us unique.
We do not encourage seduction, sex or an escort experience. We cater to the needs of women, their desire for companionship, friendship, and connections.
Gleeden is a platform that focuses on women and makes sure they feel safe.
Why is Gleeden women-centric?
Women are the ones who make the first move on our platform. Women decide who they want to speak to, when and with whom to share pictures.
Users can choose to share their profile pictures with others.
The app is also free for women while men have to pay. This creates an entry barrier that ensures men are only interested in meaningful interaction and not casual harassment.
People are less likely waste time and behave in an inappropriate manner when they have to pay. This helps us maintain a high-quality user base.
Invezz: Why did Gleeden focus on women? Was the entry barrier set up to maintain quality?
Yes, in part. It was, however, our main differentiator on a highly competitive market.
Ashley Madison, a pioneer in the extramarital dating space, was there before us. In 2009, Ashley Madison was the largest extramarital dating platform.
Ashley Madison, on the other hand, was a brand that primarily targeted males and focused on affairs. We decided that we didn’t want to be involved in such a thing.
We were also influenced by cultural elements. Gleeden is a Frenchman who was born into a culture rich in romance, poetry and dialogue.
In French culture men are expected by tradition to try to win women. This cultural perspective has influenced our vision for Gleeden.
We wanted to make this extramarital idea sexy but also romantic, platonic and also platonic.
We decided to make our platform more traditional because women are often drawn to romance, effort and feeling special. They want to feel pursued but in a nice way.
Indian women know exactly what they want.
Invezz :So, do you see that this cultural component is aligned with your experience in India? Could you share any insights?
Indian women are very adventurous. They are not timid. They are very confident and know exactly what they want.
It’s a common misconception that Indian women are submissive, “wifey” and “submissive”. This is not true.
This is not only true for younger women, but also for older ones.
Many people, particularly those who are in long-term marriages or relationships, know what they want.
In their private lives they may be “angels” of the home, wives, mothers and other roles.
When they feel safe they act without hesitation.
Indian women don’t hesitate to ask questions and get right to the point. This is great because it breaks down outdated stereotypes.
They are modern women who look no different than their counterparts from the West.
Gleeden has 3 million users in India, 40% of whom are women
Invezz: How many of your three million users in India are women? What is the market share of Gleeden in India?
Our app now has 12 million users worldwide. France is our main market because we have been there for the longest.
India is our second largest market, based on users. Italy comes in third. We need to be consistent in India, given this growth.
When we started, the majority of our users were men. After nine years we have almost the exact same gender balance in Europe – 40% women and 60% males.
As men are more likely to “go out there”, it’s not surprising that dating apps have a higher percentage of male users.
It is an important achievement that the female audience in India now has a similar size to the European market.
It means that we were able to talk to our main audience–women–even in India. We are very proud of that.
Marketing an extramarital dating app: Limitations
Due to the restrictions on direct marketing, our India-based marketing strategy is different from that of other countries.
It is difficult to use traditional channels such as TV and outdoor advertising because we are too explicit in our statements.
We don’t face any backlash but we do encounter obstacles at the beginning, so we won’t try these methods.
We focus instead on sparking conversation through media about topics such as relationships, love and marriage, infidelity, etc.
We examine questions like the role of infidelity within marriage, non-monogamous relationship concepts, and the growing trend towards open marriages and Polyamory.
We encourage people to explore their ideas in a virtual, safe space by engaging in these discussions.
We do not encourage open cheating, but we encourage users to view relationships from different angles. This allows them to discover new connections and experiences on the internet.
It is often enough to have virtual “micro affairs” that give you the validation, compliments and attention your husbands might not be able to provide.
Marriages often become more like sibling relationships where the passion has faded.
Maybe you still love your partner but just need a little extra attention.
Receiving external attention can also make someone feel valued and confident. This will ultimately contribute positively to the relationship, bringing happiness and fulfillment into the home.
We have taken a mainstream approach, with a lighter tone, in addition to the serious discussions.
We launched our first stand-up show in September, focusing on dating, relationships and infidelity.
The show was a lot of fun and the humor made it easy to talk about sensitive issues.
We now use digital content, such as videos and reels, to build a digital marketing strategy that aims to increase brand awareness and reach a younger audience.
The younger demographic is more open to non-monogamous relationship
Invezz : What’s the average age bracket of users using your platform?
It’s a dating site for extra-marital couples, so it should be thirty. You have to be married a long time before you need something new.
We are now trying to bring this topic up with younger generations, because they are also interested in these non-monogamous relationship types that can be found on Gleeden.
InvezzAre you trying to expand into a platform that allows non-monogamy relationships ?
We are evolving to be a place where couples who are interested in polyamory, or non-monogamy, can safely connect.
We focus on different types of connections, unlike apps such as Hinge, Bumble or Tinder, which are designed to find long-term partners.
Hinge’s latest claim is that it’s “the app you need to delete”, because you won’t use it once you find a partner.
This is not who we are. This is not us. You can go to Gleeden and find someone, then return to your partner.
We do not sell eternal love, marriage, dating or any other type of relationship. You may find your soulmate on traditional dating apps, but you can also find it elsewhere.
Dating trends in 2025 and the breakdown of users by geography
Invezz :Could also you give us a break down of the user base geographically in India? I read Bangalore had the highest number…
Bangalore is home to 20% of Indians. Mumbai, Kolkata and Delhi are the next most popular cities, then Pune. This is because the mentality in these cities is more open.
Geolocalization is also easier in larger cities. It’s possible to find a partner in the same city but that doesn’t mean they are your neighbour.
The smaller your town, the greater the chance you will meet someone that you know. We also have users who live in smaller towns but make their connections in larger cities.
Invezz : What trends have you noticed in extramarital or non-relationship dating since Gleeden was launched in India? And, looking forward to 2025 what do you see as the most important trend in extramarital and non-relationship dating?
As we discussed, it was clear that non-monogamous and non-traditional relationship types were being discussed.
After a certain time, long-term couples want to experiment and expand. Gleeden, of course is the perfect place to begin.
We conducted a survey in 2012, and will do one again this year to analyse trends.
We conduct these studies with Ipsos. They are therefore scientifically conducted and give us an accurate picture of the nation’s thinking.
67% of Indians want to try non-monogamy relationships
Two years ago I found that 67% Indians were interested in a non-monogamy relationship. This number is now even higher.
If I recall correctly – but I’ll double-check this number – 62% of people had tried this type of relationship at least one time, which I found very interesting.
You always imagine India from the perspective of a foreigner as being very traditional, family-oriented and marriage-oriented.
You’ll find that people are even more open behind closed doors than Italy.
Italy is very traditional. This is why we are bored. India is not.
This kind of relationship or the desire to try it will grow.
Single people are using Gleeden in a surprising trend.
Gleeden is also used by single people for concerns about privacy and commitment.
Wow! It’s like–why? What is the purpose of Gleeden for a single individual? We are an openly extramarital dating site.
We began to investigate this phenomenon.
Gleeden’s privacy is what most singles appreciate. Other dating apps just act as catalogues. Your face is there. You can easily find all your friends.
If people aren’t ready to reveal that they have started dating again because they had a painful breakup or divorce, then they would prefer privacy.
Invezz : Is it also a trend for single people to want to be involved with married or already committed individuals , because they want a connection but without the responsibility?
Exactly. It’s usually casual dating. There’s a good chance that I won’t be required to commit if I’m married and single, but the other person is. The situation is clear.
We hope to close 2025 by adding another million users
Invezz :How large is your team here in India?
About 10 people make up the team. The office is not a physical location. There is no physical office.
We are the office. It is unusual that, despite the platform being large and operating in many countries, its core team is small.
We prefer to work with local agencies and professionals who are familiar with the realities of each country in which we operate. We are a small team in terms of employees.
Invezz : What is your target audience for the next few years?
We’ll see. I’d like to see another million users added by the end this year.
We typically see an increase in subscriptions when we release new studies that include fresh data.
I am ambitious and I hope to close the year 2025 with an additional million users. But I don’t wish to ruin it.
This post Interview with Sybil Shiddell: “Indian women know what they want and are not shy,” says Gleeden’s Sybil Schiddell, may be updated as new information becomes available
