How Brands Can Capitalize on India's Romance Deficit

February is a month when we celebrate love across the world. From a cultural and historical perspective, love and romantic relationships in India have been deeply influenced by its rich tapestry of traditions, religions, and societal norms. Ancient Indian texts, such as the Kama Sutra, highlight the importance of love and intimacy in personal relationships. Historically, arranged marriages have been prevalent, where family approval and social compatibility often took precedence over romantic love. However, with the influence of globalization and modernization, there is a growing acceptance of love marriages, particularly in urban areas.

So how satisfied are Indians with their close and romantic relationships? We have all seen Valentine’s Day/love/romance/anti-romance ads with marketers working overtime to associate their brands and use the language of love to score with consumers. The Ipsos Love Life Satisfaction 2025 report provides a lens into the current state of emotional well-being in urban India, offering valuable insights for brands across sectors like FMCG, beauty, auto, durables and more.

What is the current state of Love Life Satisfaction in India?

According to the report, India exhibits relatively lower love-life satisfaction levels compared to global standards. In fact, India is ranked the 3rd lowest out of 30 countries, with Colombia, Thailand, and Mexico topping the charts.

If you look closely, there are some contrasting aspects to these satisfaction levels. An impressive 78% of respondents express high satisfaction with feeling loved, which indicates robust support systems and circles. However, satisfaction regarding romantic and sexual life is much lower, standing at 58%. This contrast highlights potential barriers that could range from a difference in roles and responsibilities, stress levels, adaptability, and needs and desires between partners.

Implications for Marketers Across Sectors

Let’s look at the messaging that can be used. Emphasizing the need for more open dialogues and targeted initiatives to bridge these gaps. In the FMCG and beauty sectors, there lies an opportunity to address these emotional needs through campaigns that enhance romantic satisfaction. Similarly, the auto and durables sectors can position their products as facilitators of quality time, thus enhancing partner satisfaction and overall life contentment.

Income and Generational Insights

Interestingly, the report reveals a less pronounced impact of income on satisfaction in India, suggesting strategies that cater to broader audiences. Moreover, generational similarities in satisfaction levels indicate consistent experiences across age groups, enabling marketers to develop universal themes in their messaging.

By Pallavi Mathur Lal

India Lead—Marketing and Knowledge