Credit: Ai (Credit: Ai)
National News: Delhi-NCR is a city full of noise, traffic, and people everywhere, yet many residents struggle with deep loneliness. Amid crowded houses and busy roads, emotional connections are rare. In this backdrop, cuddle therapy businesses have emerged, offering comfort through hugs and companionship. Customers can pay for a few hours or even a full day with a therapist. The idea is marketed as healing for stress and depression. Yet behind the soft language of therapy lies an industry mixing intimacy with business, raising social and ethical concerns.
One such therapist, known as Ronny, charges nearly five thousand rupees for three hours. During this time, a client can choose to watch a movie, attend a party, cry together, or lie down and talk. The entire session is meant to provide emotional relief.
However, Ronny himself admits that sometimes “happy endings” do happen, suggesting the line between therapy and physical intimacy is often crossed. This admission exposes how a service meant for mental well-being can drift into personal exploitation.
Companies promoting cuddle therapy describe it as a modern cure for urban stress. They argue that touch has healing power and human connection reduces anxiety. Marketing brochures highlight benefits like reduced depression, better sleep, and a sense of belonging. But critics question whether paid intimacy can truly replace genuine relationships. Many fear such services exploit vulnerable individuals struggling with loneliness. The professional image of therapists is further clouded when providers themselves admit that sessions sometimes cross into physical intimacy.
During an undercover investigation, a reporter approached cuddle therapy providers under a false identity. At first, the service offered only male therapists, but later suggested cross-gender therapy as more effective. When pressed for a female professional, the service discouraged it, claiming a male would deliver “better results.” Soon, Ronny himself came on call, insisting he should handle the case. His eagerness revealed how the so-called therapy is less about healing and more about selling companionship. Such practices blur the promise of professionalism.
Delhi’s fast-paced life often leaves people with few close relationships. Working individuals, migrants, and students form a large base of clients for cuddle therapy. They seek not only touch but also someone to listen without judgment. For them, paying for emotional companionship seems easier than finding genuine friendships. Yet, the cost makes it accessible mostly to middle or upper-class clients. The demand highlights how emotional gaps in big cities are turning into profitable opportunities for businesses.
Supporters argue that cuddle therapy is like any other professional service, offering comfort where society fails. But critics ask: what happens when professionalism slips into physical involvement? Does it remain therapy, or become another form of hidden intimacy trade? These questions disturb the clean image marketed by cuddle cure companies. Moreover, without strict regulations, clients risk exploitation and providers risk crossing moral boundaries. The blurred definitions create confusion, leaving society unsure how to judge such services.
As the business spreads, its future in India remains uncertain. Some see it as a healthy way to tackle loneliness and depression. Others warn it could become a cover for activities beyond emotional healing. For now, Delhi-NCR stands as the testing ground, where urban stress and human need have created a space for paid hugs. Whether society accepts it as therapy or rejects it as intimacy for sale, the debate is likely to grow. The question remains: can comfort be bought?
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