Applications
28 per cent of divorced daters in India are open to remarriage: Rebounce
INDIA: India’s long-held unease with remarriage is beginning to soften, particularly in its cities, according to a new survey by Rebounce, a matchmaking app focused on divorced, separated and widowed singles.
The study found that 28 per cent of previously married daters are open to remarriage, signalling a gradual shift away from the stigma that has traditionally surrounded second marriages. Conducted between mid-November and mid-December among 5,837 respondents aged 28 to 50, the survey covered both metropolitan centres and smaller cities.
Women appear to be driving the change. More than 35 per cent of divorced women in Tier 1 cities said apps tailored for second marriages offered a safer and more comfortable route back into relationships, giving them greater control over partner choice and expectations. The data also suggests that women, despite facing greater social scrutiny, are clearer about what they want from a second marriage than men.
Among men aged 30 to 40, priorities are also shifting. Three in five respondents said emotional compatibility now mattered more than social approval, with many preferring to discuss goals and emotional alignment early on. About 21 per cent admitted they still struggle with vulnerability after a failed first marriage, though specialised platforms have made it easier to open up to partners with similar experiences.
Attitudes vary sharply by geography. Acceptance of remarriage is most visible in Tier 1 cities such as Delhi, Mumbai and Bengaluru, where social pressure appears to weigh less heavily. In Tier 2 cities, resistance persists, albeit weaker than a decade ago.
Across both tiers, second marriages are marked by firmer boundaries and clearer intent. Three in four respondents said they actively prioritise personal boundaries, while 41 per cent said they now seek partners who complement, rather than complete, them.
“Remarriage was once seen as a compromise,” said Rebounce founder and ceo Ravi Mittal. “What we are seeing now is a desire for healthier, more compatible relationships, shaped by experience rather than fear.”
The findings point to a generational reset: less driven by social sanction, and more by emotional clarity and individual choice.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
