India’s Cheating Capital: A Small-Town In South India Tops Infidelity Survey
The latest Ashley Madison and YouGov survey has found that India now claims one of the highest global rates of admitted infidelity, with an astounding 53% of surveyed adults confessing to having had an extramarital affair. This rate, on par with Brazil, highlights an evolving social phenomenon where traditional perceptions of marriage and relationships are being challenged as never before.
Paul Keable, Chief Strategy Officer at Ashley Madison, remarked, “This data highlights a striking trend—India is leading the way in redefining modern relationships, with more than half of surveyed adults admitting to infidelity. India is already ranked sixth among our global markets, and we anticipate it climbing even higher by the end of the year. These numbers suggest the growing acceptance of non-monogamy”.
While one might expect India’s metropolises—Mumbai, Delhi, or Bengaluru—to dominate the infidelity rankings, the June 2025 data defied all expectations. The top spot for extramarital activity went not to a bustling metro, but to Kanchipuram, a scenic Tamil Nadu town famous for its sarees and temples. With just 200,000 residents, Kanchipuram leapfrogged 16 spots to become India’s new “Cheating Capital,” outpacing even Delhi’s most vibrant districts. However observers say that the numbers would be more of the people visiting the town rather than its inhabitants.
Delhi-NCR remains strongly represented, securing nine places within the top 20, but it could not unseat Kanchipuram as the nation’s most active centre of non-monogamy. Metros like Mumbai were notably absent from the top 20, signalling a dramatic shift as tier-2 and tier-3 cities embrace the platform more openly.
Other strong performers included Jaipur, Raigarh, Kamrup, and Chandigarh, all outpacing the biggest metros in new sign-ups and online engagement. Activity on the platform, not merely sign-up numbers, formed the core basis for these rankings.
What’s Driving the Surge?
Analysts suggest several reasons behind the rise in infidelity and the growing popularity of platforms like Ashley Madison:
Changing social attitudes:
There is an observable shift, especially among younger and middle-aged Indians, away from rigid marital norms.
Increased digital access:
Smartphones and internet penetration in smaller towns are enabling discreet connections.
Normalising non-monogamy:
There is growing acceptance socially and culturally, reflected in both urban and rural India.
Ashley Madison’s tagline, “Life is short. Have an affair,” may have been controversial, but its resonance with a segment of Indian society is undeniable.
Notably, surveys from previous years had highlighted high willingness—over 76% of Indian men and 61% of women did not view cheating as a sin. The most recent study indicates a rising number of women are actively participating in extramarital interactions, with nearly 52% of women in some regions admitting a willingness to pursue relationships outside marriage.
