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App to adultery finds 1.9L takers

Designed by a group of French women, dating app Gleeden was launched in India 3 months ago

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With the society slowly shedding its discomfort with discussions on sexual pleasures and embraces the idea of an ‘open’ relationship, dating sites provide a platform to seek what you desire. While singles and ‘virtual’ singles have no dearth of options for them in the market with Tinder, Aisle and other similar sating apps, straying for the married, too, is now just a click away with French app Gleeden that is making inroads in a conservative Indian society that lays enough emphasis on fidelity and virtues of marriage.

Boasting of over 3.6 million users worldwide, Gleeden, headquartered in Miami, US, is the brainchild of a group of women from France, who are through this site, is promoting extra marital dating, camouflaged quite cleverly under the umbrella term of polyamoury. The same is reiterated by Solene Paillet, Head of Communication Management of Gleeden, who denies that they are trying to change the concept of marriage as is seen in India. “The idea is just to raise a debate and to overcome the taboo of open relationships. The brand is not promoting adultery but is only a service which allows married people to connect and interact on a secured platform,” she says, adding the anonymity and confidentiality are the key words for Gleeden.

Though armed with the tagline of ‘Taste adultery and try a discreet relationship with your lover’, and a woman biting an apple as the perfect metaphor of sin on its home page, Palliet says that the Gleeden experience goes beyond sex. In her own words, physical comes second. The checklist to the profile has a whole array of options, right from the kind of relationship one is seeking (one-night stand, discreet, purely sexual, discussing, platonic) to sexual preferences (being filmed, experimental, dominating, conventional) among others.

When DNA made a profile on the site, her words turned out to be far from true. Few minutes into conversations with non-creative names like hunk4u, Adonisfound, AmUrMan, users got straight to the point: when can they meet for an “action packed evening/night”. Most of the profiles, both male and female, are obscure, with private photos that one gets access to only after permission from the owner. Palliet, however, claims that the site takes “utmost care” in screening its members with the “most stringent” moderation policy in the e-dating market. “We consistently moderate our members, right from registration to approving profiles. Photos and texts that indecent or provocative are automatically refused. Users also have the option to report abuse from other members,” she states.

FIGURES SPEAK

  • Gleeden has gained 1.9 lakh Indian members so far, and 75% of these are men
     
  • Most members are from Delhi, Bangalore and Mumbai and in the age group of 34-49 years
     
  • While, the app is free for women, male subscribers have to pay a fee starting at Rs 700
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