India is witnessing a subtle yet significant shift in the wellness landscape: the rise of cuddle therapy, also known as the ‘healing touch’ trend. On August 3, 2025, reports highlight how this unconventional practice is offering a new answer for emotional comfort, mental calm, and urban loneliness—one hug at a time.
Introduction
Urban lives are growing more isolated, with technology often replacing real human connection. Recognizing this, Indians are turning to professionally guided cuddle therapy sessions—non-sexual, platonic touch in a safe and consensual environment—to manage growing stress, loneliness, and anxiety. Once reserved for the West, this movement is finding an eager audience across Indian metros.
Key Developments Driving the Trend
Cuddle therapy in India is emerging as a surplus to familiar therapies, addressing a type of ‘touch starvation’ created by virtual living and high-stress jobs.
Sessions typically involve practitioners (sometimes called cuddlists) offering time-bound, guided embraces or simple physical closeness, which scientific studies suggest can help regulate emotions, lower stress hormones, and boost mental health.
India is home to new platforms and clubs dedicated to this approach, making the practice more accessible and removing taboos around seeking comfort through platonic touch.
What Makes Healing Touch Therapy Distinct?
Practitioners emphasize safety, voluntary participation, clear boundaries, and trauma sensitivity. Consent is the central pillar, separating professional cuddling from traditional forms of physical affection.
Sessions may involve structured activities like hand-holding, side-by-side resting, or guided breathing, all designed to release oxytocin, endorphins, and lower cortisol—the so-called ‘bonding hormones’ that boost mood and reduce anxiety.
Some clinics also offer animal-based therapies, like cow cuddling in Rajasthan, further broadening the scope of healing touch traditions in India.
Reported Benefits
Many clients report improved emotional regulation, greater sense of connection, and significant reduction in feelings of loneliness and stress after regular sessions.
Individuals struggling with trauma, high-pressure work, or recent bereavement find these sessions especially soothing.
While not a replacement for psychotherapy or medical care, proponents claim these approaches offer a supplementary layer of wellbeing strongly rooted in human biology.
Cautions and Critiques
Mental health experts caution against treating touch therapy as a panacea. These sessions are not substitutions for clinical treatment of serious conditions.
Questions are being raised around training standards, background checks, and maintaining ethical boundaries. Reputable practitioners urge clients to choose only certified professionals operating under strict codes of conduct.
Wider Context: Why Now?
The COVID-19 pandemic has left residual trauma and social distancing after-effects, making the hunger for safe, compassionate touch more acute than ever.
India’s younger generation, especially Gen Z and urban millennials, are leading the demand—seeking meaningful connections in novel, non-judgmental environments.
The trend intersects with other wellness innovations, like digital therapy, nature-based healing, and alternative medicine, signifying a broader openness to holistic living.
Looking Ahead
Healing touch therapy is expected to grow as more Indians embrace preventive mental health and openly discuss the need for real human closeness.
With the popularity of practices like forest bathing, animal therapy, and touch meditation rising in wellness circuits, professional cuddling is no longer fringe—it is quietly becoming a mainstream choice for personal restoration.
Source: Economic Times
