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[India] Dating Coaching for Men Who Are Bad at Love / Changes in India's Marriage Situation

  • Release date: Oct 04, 2019
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[India] Dating Coaching for Men Who Struggle with Romance / Changing Marriage Norms in India

In India, most marriages are still arranged, and there are many apps dedicated to finding arranged marriage partners. These apps allow users to filter by factors such as caste, place of origin, and occupation, and in many cases parents are the ones who register and manage the profiles. At the same time, dating apps such as Tinder and TrulyMadly, as well as companies like Floh that organize events for singles, have also emerged.

Amid these changes, an increasing number of men are turning to “dating coaching”–style consulting services. These coaching programs typically cover conversation skills, body language, and fashion, offering practical tips on how to approach and interact with women. This trend has spread mainly across major metropolitan areas such as Delhi, Mumbai, and Bangalore, and is now seen throughout urban India. Course fees range from 5,000 to 100,000 rupees (approximately ¥7,700 to ¥154,000) for programs lasting three to six months, and the number of participants has continued to grow compared with a decade ago.

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An increasing number of men are learning how to interact with women, driven by the rise of love marriages and the need for better interpersonal skills in business.

In India, the culture of parents deciding who to marry is deeply rooted, so there are many men and women who are not good at love. In addition, in some areas, dating and relationships with men and women before marriage are prohibited, and this is a fact that many young people lack confidence in how to treat the opposite sex. However, in urban India, as women enter the workforce, love marriages are on the rise and more couples are beginning to enjoy pre-marital relationships. In addition, the number of contacts with women in business has started to increase, and being able to communicate smoothly with women is becoming more and more important for business success. As a result of these changes, men who want to improve themselves are now actively seeking dating coaching.

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher.

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers. http://lifestyle.tenace.co.jp/

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    Intage Inc.

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