A data profile of the people who buy, follow and care about Ayurveda in India — modelled from more than twelve digital signal sources. Ayurveda has an estimated audience of 9,847,566 people in India.
The average Ayurveda fan in India is 35.1 years old, more male, and lives primarily in Uttar Pradesh.
The audience is concentrated in Uttar Pradesh, Maharashtra, Karnataka.
Top brand affinities include Navbharat Times, Zee News, Amar Ujala, with strongest over-indexing on Navbharat Times (1.59× the country average).
Demographically, the Ayurveda audience skews more male with an average age of 35.1, and over-indexes on personality traits such as Family Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Ayurveda fan in India is more male, around 35.1 years old, with strong Family Orientation tendencies and a notable affinity for Navbharat Times.
The key figures that characterise the Ayurveda profile in India.
31.5% are female, 68.5% are male, average age 35.1.
| Metric | Value |
|---|---|
| Female | 31.5% |
| Male | 68.5% |
| Average age | 35.1 |
| Estimated audience size | 9,847,566 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 29% | |
| 30-39 | 21% | |
| 40-49 | 15% | |
| 50+ | 11% |
of the worldwide Ayurveda audience comes from India.
| Country | Share |
|---|---|
| India | 33.3% |
| United States | 15.0% |
| Germany | 3.9% |
Where the Ayurveda audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Goa | ~20K | 1.88× | |
| 02 | Kerala | ~300K | 1.83× | |
| 03 | Karnataka | ~300K | 1.42× | |
| 04 | Uttarakhand | ~70K | 1.35× | |
| 05 | Rajasthan | ~300K | 1.20× | |
| 06 | Punjab (region) | ~200K | 1.20× | |
| 07 | Uttar Pradesh | ~500K | 1.13× | |
| 08 | Gujarat | ~300K | 1.10× | |
| 09 | Madhya Pradesh | ~200K | 1.10× | |
| 10 | Haryana | ~100K | 1.10× | |
| 11 | Maharashtra | ~500K | 1.09× | |
| 12 | Himachal Pradesh | ~40K | 1.08× | |
| 13 | Chhattisgarh | ~70K | 1.06× | |
| 14 | Andhra Pradesh | ~100K | 1.02× | |
| 15 | Telangana | ~100K | 0.96× | |
| 16 | Assam | ~90K | 0.91× | |
| 17 | Arunachal Pradesh | ~5K | 0.90× | |
| 18 | Tamil Nadu | ~200K | 0.88× | |
| 19 | Jharkhand | ~70K | 0.84× | |
| 20 | Sikkim | ~4K | 0.84× | |
| 21 | Meghalaya | ~8K | 0.83× | |
| 22 | West Bengal | ~200K | 0.81× | |
| 23 | Bihar | ~200K | 0.81× | |
| 24 | Nagaland | ~5K | 0.80× | |
| 25 | Odisha | ~80K | 0.79× | |
| 26 | Tripura | ~10K | 0.79× | |
| 27 | Manipur | ~9K | 0.74× | |
| 28 | Mizoram | ~5K | 0.71× | |
| 29 | Jammu and Kashmir | ~30K | 0.65× |
The strongest cross-interests of the Ayurveda audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Surf Excel | Home & Garden | 2.80× | ||
| 02 | Bihari languages | Politics & Society | 2.19× | ||
| 03 | Pilgrim | Fashion & Accessoires | 1.99× | ||
| 04 | Herbalism | Health | 1.94× | ||
| 05 | Signature (dance group) | Music & Radio | 1.80× | ||
| 06 | Chaupal, Himachal Pradesh | Travel & Leisure | 1.72× | ||
| 07 | Jenna Ortega | Movies & TV | 1.71× | ||
| 08 | Oil | Cars & Mobility | 1.71× | ||
| 09 | Traditional medicine | Health | 1.64× | ||
| 10 | Snapped | Movies & TV | 1.63× | ||
| 11 | Human hair growth | Health | 1.62× | ||
| 12 | Punjab Kesari | News | 1.62× | ||
| 13 | Patient | Health | 1.61× | ||
| 14 | Navbharat Times | News | 1.59× | ||
| 15 | Amar Ujala | News | 1.59× | ||
| 16 | Rajasthan Patrika | News | 1.58× | ||
| 17 | News24 | News | 1.57× | ||
| 18 | Manorama Online | News | 1.55× | ||
| 19 | Zee News | Movies & TV | 1.54× | ||
| 20 | Neem Karoli Baba | Politics & Society | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.86× | |
| Tradition | CONSERVATISM | 0.75× | |
| Need for Security | CONSERVATISM | 0.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.30× | |
| Extroversion | THRILL | 0.39× | |
| Luxury Orientation | PREMIUM | 0.39× |
Ayurveda has an estimated audience of 9,847,566 people in India, concentrated in Uttar Pradesh and Maharashtra.
31.5% of Ayurveda fans are female, 68.5% are male, with an average age of 35.1 years.
Ayurveda fans show strongest brand affinity for Navbharat Times (1.59×), Zee News (1.54×), and Amar Ujala (1.59×) over the country average.
Ayurveda fans in India are most concentrated in Uttar Pradesh (reach ~500K), Maharashtra (reach ~500K), and Karnataka (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Ayurveda itself, the audience over-indexes on Zee News (1.54×), Amar Ujala (1.59×), Manorama Online (1.55×), and Pilgrim (1.99×) 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 Ayurveda. 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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