Tinder unveils ‘Her New Dating Rulebook’ this International Women’s Day

Reproduced only for reference to articles mentioning our name. All rights remain with the original publisher.

On this International Women’s Day, Tinder in India is celebrating ‘Her New Dating Rulebook’ the dating app’s new campaign focused on modern dating.

The campaign taps into today’s single women’s fresh dating standards, expecting genuine connections, shared values, and a modern approach to chivalry that prioritises safety. According to the app 44% of young female Tinder users in India are excited about meeting new people, with 38% seeking new experiences, and 29% appreciate the reduced pressure of finding a ‘happily ever after.’ Dr Chandni Tugnait, Relationship Expert for Tinder in India, said, “Modern dating is about rewriting the rulebook. It’s no longer just about old-fashioned gestures, but about genuine respect and real connections.” She added, “Women today prioritise mutual care over outdated norms, embracing relationships that truly resonate. Let’s celebrate this new era where every connection is built on the freedom to choose what feels right and safe,” According to a recent in-app survey conducted on Tinder in India, 51% of young female users say that keeping promises, like following through on a planned call or meeting on time, defines modern chivalry, proving that consistency beats mere gestures such as opening a door. ‘ Meanwhile, 36% value being given full attention on a date over symbolic acts. While 31% of young female Tinder users expect basic respect for all genders and identities, such as using respectful language, as essential in dating, only 23% consider an offer to pick up the tab on the first date a must. This shift moves beyond traditional gestures to prioritise respect and equality. For 36% of young female Tinder users, true modern chivalry means a partner who supports their career ambitions. It’s all about moving from outdated rituals to real connections, where genuine effort and inclusivity truly count. More than half of young female Tinder users in India say that they would unmatch if they receive inappropriate messages, highlighting that respect truly begins with how one is treated. Tinder’s AI-powered features, such as “Are You Sure?” and “Does This Bother You?”, proactively warn users before potentially inappropriate messages are sent and encourage reporting of any inappropriate behaviour. Not having enough clear profile pictures to identify a person is a big no when it comes to a Tinder profile for more than half (53%) of the young female users on Tinder in India. Shirtless mirror selfies are also a no-go for more than a third of female Tinder users in the country. When looking at profiles on Tinder, young female Tinder users in India prioritise authenticity, with 44% valuing verified profiles to ensure genuineness. Additionally, 50% of young female Tinder users say that checking in after a date to ensure a safe arrival home is a genuine sign of care. In modern dating, online safety and genuine consideration are not just add-ons—they form the new baseline for meaningful connections, not just an afterthought. For 47% of young female Tinder users, an incomplete profile is a big no, they want enough detail to see genuine interest and effort. Meanwhile, 37% prefer profiles with multiple photos that showcase personality, and 35% value shared interests and lifestyle. Additionally, 41% say they dislike bios full of clichés, favouring originality, genuine self-expression, and authenticity over generic phrases. In short, they’re not just looking for a pretty face. they want a well-rounded profile that shows real compatibility. Aditi Shorewal, Communications Lead for Tinder in India, says, “As modern dating evolves, Tinder is at the forefront—empowering women with features like ‘Are You Sure?’ and ‘Does This Bother You?’ to keep interactions respectful, and ‘Share My Date’ to ensure their circle is in the loop.” She adds, “Tinder is full of possibilities, and we’re committed to creating a space where women can write their own dating stories, free from outdated norms. This International Women’s Day, we are excited to spotlight how women are reshaping the dating landscape in India, defining modern chivalry through respect, genuine effort, and the freedom to choose what feels right.”