In a surprising twist, Kanchipuram, a temple town in Tamil Nadu known for its cultural heritage and silk sarees, has now gained an unexpected title , India’s top hotspot for extra-marital affairs. According to Ashley Madison, the global dating platform catering to individuals seeking discreet relationships outside marriage, Kanchipuram has leapfrogged from 17th place in 2024 to the number one spot in June 2025.
India’s tier-2 cities embrace non-monogamy
Ashley Madison's latest user data suggests a striking shift in user behavior. Smaller cities and non-metro regions, particularly tier-2 and tier-3 towns are driving a surge in signups and engagement on the platform. This trend indicates that the idea of non-monogamy is no longer confined to big cities like Delhi or Mumbai.
While Kanchipuram unexpectedly topped the list, it is part of a broader pattern of increased digital dating activity in less urbanized areas. This could be attributed to rising digital access, changing social dynamics, and the growing anonymity that smaller city dwellers now enjoy online.
Delhi-NCR dominates despite Kanchipuram’s rise
Although Kanchipuram stole the top spot, Delhi-NCR remains a major hub for Ashley Madison users. A staggering nine locations from the region made it to the platform’s top 20 list for June 2025. These include:
Six Delhi districts: Central Delhi, South West Delhi, East Delhi, South Delhi, West Delhi, and North West Delhi
Three NCR cities: Gurgaon, Noida (Gautam Buddha Nagar), and Ghaziabad
Central Delhi secured the second position nationally, underscoring Delhi’s consistent engagement with the platform.
Mumbai missing, others surge ahead
In a surprising development, Mumbai failed to feature in the top 20 districts this year. Meanwhile, cities such as Jaipur, Chandigarh, Kamrup (Assam), and Raigarh (Chhattisgarh) made significant entries into the rankings. This reinforces the narrative that digital infidelity is evolving and decentralizing, with newer regions embracing the platform’s offerings.
Ashley Madison’s ranking criteria
Ashley Madison clarified that its rankings are not solely based on new user signups. The list also factors in activity levels and user engagement, reflecting the intensity of interactions and the overall involvement of users in each district.
This multifaceted metric offers a more nuanced understanding of how different regions are responding to evolving relationship dynamics.
India’s growing acceptance of infidelity and open relationships
According to Paul Keable, Chief Strategy Officer at Ashley Madison, India is emerging as a leader in challenging conventional relationship norms. “More than half of surveyed Indian adults admitted to infidelity,” he revealed, adding that India now ranks sixth among the platform’s global markets. With increasing participation, the country could climb even higher in the months ahead.
