A data profile of the people who buy, follow and care about Alternative medicine in India — modelled from more than twelve digital signal sources. Alternative medicine has an estimated audience of 4,861,526 people in India.
The average Alternative medicine fan in India is 34.8 years old, more male, and lives primarily in Uttar Pradesh.
The audience is concentrated in Uttar Pradesh, Maharashtra, West Bengal.
Top brand affinities include Bhojpuri language, Ayurveda, Therapy, with strongest over-indexing on Bhojpuri language (1.66× the country average).
Demographically, the Alternative medicine audience skews more male with an average age of 34.8, and over-indexes on personality traits such as Tradition, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Alternative medicine fan in India is more male, around 34.8 years old, with strong Tradition tendencies and a notable affinity for Bhojpuri language.
The key figures that characterise the Alternative medicine profile in India.
30.1% are female, 69.9% are male, average age 34.8.
| Metric | Value |
|---|---|
| Female | 30.1% |
| Male | 69.9% |
| Average age | 34.8 |
| Estimated audience size | 4,861,526 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 25% | |
| 20-29 | 28% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 11% |
of the worldwide Alternative medicine audience comes from India.
| Country | Share |
|---|---|
| United States | 28.0% |
| Italy | 5.0% |
| India | 4.6% |
Where the Alternative medicine audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sikkim | ~3K | 1.29× | |
| 02 | Nagaland | ~4K | 1.16× | |
| 03 | Mizoram | ~4K | 1.13× | |
| 04 | Arunachal Pradesh | ~3K | 1.13× | |
| 05 | Manipur | ~6K | 1.04× | |
| 06 | Meghalaya | ~5K | 1.03× | |
| 07 | Tripura | ~6K | 0.98× | |
| 08 | Goa | ~5K | 0.98× | |
| 09 | West Bengal | ~100K | 0.95× | |
| 10 | Tamil Nadu | ~100K | 0.94× | |
| 11 | Himachal Pradesh | ~20K | 0.93× | |
| 12 | Karnataka | ~100K | 0.92× | |
| 13 | Uttarakhand | ~20K | 0.92× | |
| 14 | Chhattisgarh | ~30K | 0.91× | |
| 15 | Uttar Pradesh | ~200K | 0.90× | |
| 16 | Punjab (region) | ~60K | 0.90× | |
| 17 | Assam | ~40K | 0.90× | |
| 18 | Jammu and Kashmir | ~20K | 0.90× | |
| 19 | Jharkhand | ~40K | 0.88× | |
| 20 | Kerala | ~60K | 0.87× | |
| 21 | Telangana | ~60K | 0.87× | |
| 22 | Andhra Pradesh | ~50K | 0.84× | |
| 23 | Odisha | ~40K | 0.84× | |
| 24 | Madhya Pradesh | ~80K | 0.83× | |
| 25 | Haryana | ~50K | 0.82× | |
| 26 | Maharashtra | ~200K | 0.80× | |
| 27 | Gujarat | ~100K | 0.80× | |
| 28 | Bihar | ~80K | 0.80× | |
| 29 | Rajasthan | ~80K | 0.77× |
The strongest cross-interests of the Alternative medicine audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Herbalism | Health | 2.32× | ||
| 02 | Traditional medicine | Health | 2.19× | ||
| 03 | Madhubala | Movies & TV | 2.04× | ||
| 04 | Ayurveda | Health | 2.01× | ||
| 05 | Diabetes mellitus awareness | Health | 1.93× | ||
| 06 | Panipat | Movies & TV | 1.91× | ||
| 07 | Therapy | Health | 1.83× | ||
| 08 | Rajasthan Patrika | News | 1.78× | ||
| 09 | Punjab Kesari | News | 1.74× | ||
| 10 | Clinic | Health | 1.70× | ||
| 11 | Navbharat Times | News | 1.69× | ||
| 12 | Signature (dance group) | Music & Radio | 1.69× | ||
| 13 | Bhojpuri language | Politics & Society | 1.66× | ||
| 14 | Kinesiology | Health | 1.65× | ||
| 15 | Mehndi | Fashion & Accessoires | 1.62× | ||
| 16 | Proxy server | Internet & Social Media | 1.61× | ||
| 17 | Hindustan | Politics & Society | 1.60× | ||
| 18 | Neem Karoli Baba | Politics & Society | 1.58× | ||
| 19 | India TV | Movies & TV | 1.57× | ||
| 20 | News24 | News | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.19× | |
| Mindfulness | BALANCE | 1.08× | |
| Healthy Lifestyle | BALANCE | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.49× | |
| Risk Appetite | THRILL | 0.59× | |
| Luxury Orientation | PREMIUM | 0.61× |
Alternative medicine has an estimated audience of 4,861,526 people in India, concentrated in Uttar Pradesh and Maharashtra.
30.1% of Alternative medicine fans are female, 69.9% are male, with an average age of 34.8 years.
Alternative medicine fans show strongest brand affinity for Bhojpuri language (1.66×), Ayurveda (2.01×), and Therapy (1.83×) over the country average.
Alternative medicine fans in India are most concentrated in Uttar Pradesh (reach ~200K), Maharashtra (reach ~200K), and West Bengal (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Alternative medicine itself, the audience over-indexes on Ayurveda (2.01×), Therapy (1.83×), Navbharat Times (1.69×), and Mehndi (1.62×) compared to the India average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Alternative medicine. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across India. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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