"It all starts either at a party or social networking sites - two people meet, they feel attracted and irrespective of their marital status they head for a mutual one-night stand to make Valentine's Day special for themselves," said Natasha Khurana (name changed).
Baking love - with truffles and tiramisu! "There are no strings attached to these relationships. No commitment is involved, especially if the couples are married, and most of them hope to never see each other again," she added.
Rohan Sardana, a professional, said: "I met a female friend online who was going through a difficult married life. So was I. We met at a get-together and hit it off well. So we went ahead for a one-night stand on Valentine's Day to be happy. She was from Canada, she flew back, and since then we haven't met."
In some cases, common friends play cupid.
Diary: Have a slice of PIE to make love work"My friend has been nudging me for a while to go on a blind date with his friend on Valentine's Day," said Maya, a Mumbai-based journalist.
Experts claim the hype around the day adds a pressure for many.
"It becomes more of a status symbol to have a date to show others and prove they have someone on Valentine's Day," Samir Parikh, consultant psychiatrist at Max Healthcare, said.
Psychiatrist Sanjay Chugh calls this phenomenon the herd mentality.
"Often, to have a partner for just one day is important either because of peer pressure or to make oneself feel that he or she is in love and has a partner or simply because you want to do what others are doing - the herd mentality.
"Homogeneity makes you feel secure."
Share your love story Nikhil Taneja, a student, agrees. "It becomes an ego issue when all your friends have a date and you are single. I cannot give them a chance to laugh at me and my loneliness. So even when the feelings are not strong, we ask girls out for a date and if things work out - even if not for a longer duration, it's still a cherry on the cake!"