Brands
Valentine’s Day is evolving, not fading, in India: Hansa study
Study finds strong spending intent as romance expands beyond couples
NATIONAL: Valentine’s Day is not losing relevance in India but being redefined, according to a new consumer study by Hansa Research Group, which finds the occasion growing broader, more inclusive and commercially resilient in 2026.
The survey shows Valentine’s Day engagement is now driven largely by financially independent adults, with more than 64 per cent of respondents aged between 26 and 35. Nearly 59 per cent described the occasion as “very relevant” today, while another 18 per cent called it “somewhat relevant”, taking overall relevance to more than 76 per cent. Only 6 per cent said it was not relevant at all.
Interest levels are also rising. About 62 per cent of respondents said their interest in Valentine’s Day has increased compared with three to five years ago, while 26 per cent reported no change. Just 8 per cent said their interest had declined.
Romantic love remains central, with 56 per cent associating Valentine’s Day primarily with romance. However, the meaning of the occasion is widening. About 46 per cent now see it as a celebration of all relationships, while 40 per cent link it to self-love and self-care. At the same time, 27 per cent openly acknowledge it as a brand-driven commercial event and 16 per cent see it as a social media moment.
The study points to strong spending intent. Around 71 per cent of consumers plan to spend this Valentine’s Day, with another 18 per cent saying they may do so. Only 11 per cent do not expect to spend at all.
Budgets suggest cautious indulgence. One-third expect to spend between Rs 1,000 and Rs 3,000, while 18 per cent plan to spend Rs 3,000–Rs 5,000. A further 15 per cent anticipate spending more than Rs 5,000, indicating steady premiumisation. Flowers, dining out and chocolates remain top choices, but fashion, experiences such as travel or cinema, and beauty and grooming are gaining ground. A quarter of respondents are open to digital gifts and subscriptions.
Brand visibility during the period is high. Nearly 57 per cent of respondents noticed many Valentine’s Day campaigns, while 28 per cent noticed a few. More than half said these campaigns strongly influence purchase decisions, and 31 per cent said they influence them sometimes.
Hansa Research Group chief executive Praveen Nijhara, said Valentine’s Day had become a moment defined by urgency, convenience and cultural relevance. He said fear-of-missing-out messaging, instant delivery, app-based offers and contemporary dating language were driving purchase behaviour.
Consumers, however, are increasingly selective. While 58 per cent feel campaigns are more inclusive and 22 per cent see them as more digital-first, many reject excessive gifting pressure, over-romanticised clichés and gender stereotypes as outdated.
Looking ahead, 58 per cent believe brands should continue investing heavily in Valentine’s Day, while 27 per cent want continued investment with a new approach focused on inclusive narratives, experience-led celebrations and subtle storytelling.
The study also highlights the growing mainstream awareness of modern dating concepts. Nearly half of respondents are familiar with the term “situationship”, and many identify with non-traditional or time-bound relationships. About 69 per cent find the idea of a predefined “sunset clause” in relationships relatable, pointing to a shift towards emotional realism in India’s dating culture.
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
