The concept of love in modern India has changed significantly from the way it was perceived by previous generations; in the past, the longevity and social acceptance of a couple's union determined whether or not they would be viewed as a successful marriage or partnership. Today, in addition to being long-term and socially acceptable, a person's happiness, emotional fulfilment, and mutual development have begun to take precedence over the couple's time spent together.

However, behind all the happy-looking pictures found on social media posts and family memos, many couples seem to be together, but in reality, there may not be a genuine connection between them. The results from a survey conducted by Gleeden and IPSOS with over 1500 respondents from Tier 1 and Tier 2 cities indicate that a wide array of needs and expectations must be met for a couple to be able to feel fulfilled in their relationship.