The new better-halves

It's Valentine and love is in the air, but there is something different about it. But romance is not the only aspect to the celebrations any more. Friends, we found in our multi-city survey in India, are the new love. The intimacy that people now seem to share with their friends is much more than they share even with their partners. A whopping 44.8% respondents said they find it easier to confide in their friends and just 20.3% opted for their partners. Varun Mamgain, 30-year-old software engineer is "planning to date his close circle of friends on the 14th. She can also join in." But will 'she' not mind that? "No. It is a special occasion and we'd rather spend it with all those who really matter," he candidly replies.

We understand why. For 38.4% of the respondents, sharing a coffee/drink with friends proved to be the best way to bust stress. "People are now spending a lot more time with their friends than they ever did. They are extending their social periphery beyond the institution of family and are finding a new zone of comfort," explains Sociologist Dipankar Gupta. That's an argument that the survey supports 35.2% of the respondents feel that they can be their 'self' when they are with their friends instead of their family.

However, institution of marriage and notion of having a better half has not fallen by the wayside. Spending a quite evening at home watching television with your spouse or partner or spending quality time with your kids after a hectic week at office is something that buys more points than spending time with friends. 37.8% wants to spend most of their time with their partners and 32.1% prefer to go out for candle light dinner at the end of the day. Interestingly, the survey also reveals that 70% of the respondents think that their respective spouses could be their best friend. Majority (47.9%) of the respondents also maintained that marriage in no way affects the equation with friends. Clearly, friendship is an indispensable factor to make marriages work. "90% of the marriages fail beacuse of lack of compatibility," says Ankur Warikoo, Co-founder, secondshaadi.com.

Meanwhile, the brands seem upbeat about the trend. Youhan Darrab Aria, Head Corporate Communication Archies Limited also points out that "Valentine's Day has moved beyond the traditional territory of lovers and now encompasses friends and family. With relevance across all age groups and relationships today, Valentine's is a large-scale event."

Friends clearly are the flavour of the season. Chances are that you would spot as many groups of friends as couples celebrating on the Valentine weekend. Vishal Kapoor, Head, Marketing, Barista says, "It's a mix of both couples and group of friends that walk into our cafes." Most brands, we guess, would be happier hosting large groups than groups of two after all that, translates into bigger sales!

The restaurants are aware of the new demands and are busy devising new strategies to meet them. There are more people making reservations for groups, instead of asking for a table for two. We have to come up with more innovative and exciting ways of entertaining the guests because not just couples but even friends and corporate clientele would like to come and celebrate Valentine, says a restaurateur.

How the Sri Ram Sene and its like-minded ilk react to the new trend remains to be seen.

Inputs by Kiran Yadav

Who can you confide to in most?

Friends 44.8

Parents/siblings 30.8

Spouse/partner 20.3

Colleagues 4.1

What do you find easier?

Forgiving your friend 63.5

Forgiving your love 36.5

What lasts longer

Friendship 57

Romance 13

Marriage 30

What is the best stress buster?

Coffee/drink with friends 38.4

Weekend with partner 22.5

Gossiping with friends 28

Others 11.1

The survey, conducted by The Financial Express, covered 415 people in the age group of 18-35 in Bangalore, Chennai, Delhi, Kolkata, Lucknow, Mumbai and Pune. 45% of the respondents were below 25.