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How Hook-up Culture Corrodes Indian Tradition, and 5 Ways to Reverse the Trend

Shoba Rajamani
Shoba is located in Bangalore and describes herself as creative, adventurous, a movie lover, a novel reader, and a badminton player. She dreams of one day writing her own children's book.
Published: June 17, 2024
(Image: Rafi Ahmed Haven via pexels)

India, a country renowned for its robust family values and rich cultural legacy, is witnessing a dramatic change in its social structure. One of the most damaging developments is the rise of “hookup culture,” which is characterized by transient relationships and flings. 

This transition has triggered discussions concerning the repercussions for society and the deterioration of traditional values. Navigating this cultural shift requires understanding the causes of this tendency and finding ways to balance modern influences with traditional beliefs.

Factors Contributing to the Rise of Hook-up Culture

India’s hook-up culture did not arise out of nowhere. Several factors can be credited for its development over the past few decades.

Urbanization and Modernization

Increased urbanization has led to a considerable decline in traditional values. The fast-paced, cosmopolitan lifestyle of cities fosters a more relaxed approach to dating and relationships; and metropolitan areas provide greater opportunity and freedom to overlook the standard traditional norm and explore unethical relationships.

Technology and social media

(Image: Michael Burrows via pexels)

Social media and dating applications have drastically changed the way people meet. Their widespread use makes it easier for people to connect and pursue casual relationships. Instant communication prompts impulsiveness — rather than considering the consequences — and traditional dating rituals are often overlooked in favor of a looser dating style. 

In addition, most social media apply addictive algorithms that can have a negative impact on their users. Feelings of loneliness, emptiness and low self-esteem linked with social media addictions may lead people to seek satisfaction in “cheap thrills.”

Western influence

Greater exposure to foreign cultures has brought a discernible change in attitudes towards relationships and sexuality, especially among the younger generation. Educational and economic opportunities, expanded through media and travel, have fostered more liberal thoughts and ideas. 

Indian adolescents who watch Western media and entertainment are influenced by the way that casual relationships and hook-up culture are portrayed as acceptable and appealing.

The younger generation aspires to emulate Western society. They regard older generations with contempt and shun traditional beliefs as superstitious and sentimental. Although traditional beliefs are often grounded in spiritual logic, people today tend to reject them in favor of atheistic reasoning, undermining the roots of Indian culture. 

Reviving traditional culture

Facing the global influence of a modern, high-tech lifestyle, it is easy to lose touch with tradition; but the cornerstone hasn’t crumbled. With some careful intervention, this cultural treasure can be revived and preserved.

Emphasize family

Strong family ties are key in mentoring the next generation and teaching them the importance of commitment and long-term connections. Open communication and close family bonds can establish traditional values and bring a family together.

Parents, of course, play a crucial part in raising their children, and ought to serve as role models. Setting a good example of a committed, healthy relationship based on love and respect can provide a foundation for future families.

Promote community engagement

Local organizations and entities often host cultural festivals and activities. Participation in these can remind young people that they are part of a community that values tradition, and that it is something worth preserving.

Media and Entertainment

Since hook-up culture is so dependent on social media, we can focus on supporting those that favor conventional values and committed relationships. 

One up-and-coming social media platform stands out for its commitment to wholesome and educational content with traditional values. Gan Jing World ensures that all content on the platform is “clean, pure, and useful.”  

In a world where the internet is a leading source of information, Gan Jing World encourages the sharing of uplifting and inspirational content — filtering out violence and immoral material to promote a positive and safe online environment.

(Image: RDNE via pexels)

Spiritual civilization

As we dance through the digital era, we must not forget our origins. Morality is crucial to the survival of mankind, and it may not be as flexible as we are led to believe. Spiritual beliefs, steeped in tradition, unite humanity under the Creator. Imbued with solid faith in a Divine plan and hope for salvation, one is eager to stay on a righteous path. 

The promotion of spirituality will encourage the dissemination of a value-based education — embracing tradition and emphasizing virtues — including modesty, self discipline and fidelity.


The rise of hookup culture in India is a multifaceted phenomenon heavily influenced by urbanization, technology, and Western media. While this shift reflects broader global trends, it also poses challenges to traditional values and societal structures. 

By strengthening family bonds, encouraging healthy relationships, and promoting cultural education and spirituality, India can navigate this cultural shift. It is not impossible to embrace the many benefits of the modern world while maintaining traditional morality and ethics. When we find this balance, we can rest assured that the rich cultural heritage of India will be preserved.