Gleeden-IPSOS Survey – Indian Singles Will Redefine Dating Norms

A new relationship landscape is emerging in India, according to the Gleeden x IPSOS “Relationship Playback 2025” study, which surveyed more than 1,500 adults across major Tier-1 and Tier-2 cities. The findings suggest significant shifts in how couples think about monogamy, emotional connection and intimacy in long-term relationships.

The research indicates that traditional assumptions about exclusivity and commitment are being challenged. Rather than viewing monogamy as a given, many respondents appear to favour negotiated relationship structures where exclusivity is openly discussed between partners. For instance, more than half of those surveyed in both metropolitan and smaller urban centres reported being open to sexual encounters outside their primary relationship, reflecting a broader re-examination of boundaries and expectations.

Equally notable is the prevalence of emotional connections beyond the primary partnership. Emotional intimacy with others – not necessarily equated with infidelity by respondents – is increasingly normalised as a supportive or supplementary form of connection. In some cities such as Guwahati and Hyderabad, a substantial share of participants reported such external emotional involvement, pointing to a trend where parallel support systems contribute to how individuals meet emotional needs.

The survey also highlights the role of fantasy and flirtation in modern relationships. Nearly 40% of respondents acknowledged thinking about people outside their relationship during moments of intimacy, a behaviour now often seen more as psychological exploration than betrayal. Online and in-person flirting – once taboo – was described by many as an “emotional air conditioning,” a way to relieve tension and boost self-esteem without necessarily undermining the partnership.

Another striking insight is the increased acceptance of casual encounters, with around 40% of participants in both city categories indicating they would consider a one-night stand. This acceptance spans traditionally conservative areas as well, pointing to a broader cultural shift in attitudes toward casual intimacy.