For Ashley Madison, a dating platform for married people, not just Bengaluru and Mumbai, but Thane, Jaipur, Ahmedabad and Ghaziabad are big markets

Since then, the platform has enhanced its security measures, adding a dedicated privacy team to complement its existing security team and prioritising discretion in all aspects of its operations. “Unlike traditional dating platforms, where users’ photos are visible to potential matches, discretion is paramount on our platform,” explains Keable.

The platform offers users a private locker to store intimate photos, including those that reveal their faces. These photos remain secure and can only be accessed by sharing a key with a specific person in conversation. “If the interaction doesn’t progress, you can retract the key. Moreover, the system prevents screenshots, ensuring privacy at every step,” he adds.

Keable was in Mumbai to re-launch Ashley Madison, which first entered the Indian market in 2014 but quickly shut down following the scandal. Despite this, India now ranks eighth globally in sign-ups for 2024. While Keable doesn’t subscribe to the notion that “all publicity is good publicity,” he acknowledges that the Netflix documentary about the platform, which topped charts for two weeks, drove a 20 per cent increase in their user base and introduced them to a younger generation.

“It brought Gen Z—who were kids when the 2015 controversy erupted—into the fold. They had no idea about us, but now they’re discovering us in a brand new light,” he explains, noting that Gen Z is leading growth in India.

The average age of sign-ups in India is significantly younger than the global average: 24 for men and 26 for women compared to 38 and 42 globally. Keable attributes this to Gen Z’s unique relationship with sex. “Unlike the previous generation who grew up in an environment where sex was seen as “cool” and almost everyone was boasting about it, this generation isn’t having as much sex as the last one but seeks quality over quantity. They have grown up with a wealth of information on sex and sexuality, courtesy of the Internet, something that the previous generation didn’t really have access to and that has shaped their priorities,” he says, adding, “Gen Z is exploring non-traditional activities like group sex, BDSM and other kinks.”

A notable shift is the emergence of transparency in relationships. While secrecy was once paramount, up to 20 per cent of users now have partners who are aware of their Ashley Madison activity. “The next evolution of our brand is addressing desires in non-monogamy on a disclosed level — where the partner is aware or even participates. This segment has shown significant interest over the past six years, and we aim to cater to it,” Keable shares.

When asked why India — where marriages are often viewed as sacrosanct — presents an attractive market for a platform like Ashley Madison, Keable clarifies that the platform doesn’t promote infidelity. “If I could convince happily married couples to have affairs, our business would be much larger than it already is,” he says.

He argues that India’s conservative approach to conversations about sex actually heightens the platform’s relevance. “A 25 or 26-year-old exploring non-monogamous activities, whether disclosed or not, wouldn’t want their friends, family or parents to know about it. What we offer is discretion, and I believe that will be a key factor driving our membership growth over the next 12 months,” he explains.

Keable identifies three key life stages when people are most likely to seek a partner outside their marriage.

Founded in Toronto in 2002 by Darren Morgenstern, Ashley Madison operates on a credit-based system instead of the traditional subscription model to deter the “spray and pray technique” often used by men. Male users purchase credits — starting at Rs 599 for 100 credits — and are charged eight credits to message a woman. The platform remains free for women, and once a woman responds, the conversation can become free. Additionally, men can opt for paid features to prioritise their messages, increasing visibility and chances of engagement. While this setup might suggest a male-dominated space, Keable points to a report by Ernst & Young (E&Y) from a few years ago, which found an active user ratio of 1.13 women to every 1 man on the platform, challenging the stereotype that “women don’t cheat.”

When asked the perennial question — why do people cheat — Keable references a study by sociologist and Missouri State University professor Dr Alicia Walker, who studied a group of men and women using Ashley Madison and published findings that challenge stereotypes.

“Her study revealed fascinating insights,” he explains. “Around 80 per cent of women on our platform report being in sexless or orgasmless marriages. Society offers them two unappealing options: divorce or endure an unsatisfactory sex life. Neither of which is really appealing, particularly if you have children and are happy in other aspects of your life. So why not outsource that, why not find a different pathway to fulfil that need? Many have said their affairs made them better mothers, lovers, and wives.”

Similarly, men, he says, are perceived to be “high libido, sexual animals” but her findings revealed that men cheat for emotional validation. “Men are taught to suppress emotions and not seek validation, yet they crave it,” he says. “Think about how infrequently men receive compliments. Tell a man his jacket looks amazing, and you’ll see him wearing it more often. Men seek emotional validation, and often, it translates into physical interactions because they equate their worth with being desired physically.”

Keable identifies three key life stages when people are most likely to seek a partner outside their marriage: the pregnancy phase, the empty nest period, and later years marked by grey hair.

“The first stage often arises after a woman gives birth, when either the dynamics between the couple change — be it the woman’s interests shifting or the man no longer seeing his wife in the same light. The second occurs when children leave home for studies or jobs, leaving the couple without the buffer of parenting. They often find they no longer recognise each other outside the roles of mother and father,” he explains.

Keable further highlights that the notion of sexuality being confined to younger years no longer holds true. “We now live in a world where people’s sex lives extend well beyond their 50s and 60s, even into their 70s,” he adds.

When asked about abstinence in old age and its connection to spiritual enlightenment, Keable explains, “Abstinence often served as a way for individuals to find purpose, especially when sex wasn’t readily available. Factors like erectile dysfunction played a role, but the advent of Viagra changed that for men. Meanwhile, women globally are taking greater ownership of their sexuality, sparking a dramatic shift in conversations. While the Indian market remains traditionally conservative, these dialogues are evolving rapidly. What a 60-year-old does today will look very different from what a 60-year-old will be doing a decade from now.”

When it comes to sign-ups from Indian cities, Bengaluru is topping the list, followed by Mumbai, Pune, Thane and Hyderabad. Central Delhi is at number six and South West Delhi at number nine. Other cities in the list include Ahmedabad at number 11, Jaipur at number 13, Kanchipuram at number 17 and Ghaziabad at number 19. When we expressed surprise, Keable shared that the platform is largely for the traditional middle-class.

“Because they are grappling with the pressures of modern monogamy, where a spouse is expected to be a best friend, economic partner, intimate companion, and co-parent — a heavy burden for one person,” he explains. “Affluent individuals have historically found distractions through affairs or other means, but during COVID, with everyone confined at home, traditional escapes vanished, and if there were any cracks in one’s relationship, they started to deepen and widen. Our membership grew by around 30 percent in that period.” He concludes by saying, “While societies approach marriage and dating differently, infidelity is universal, cutting across economic, religious and social boundaries.”