A data profile of the people who buy, follow and care about Boutiques in India — modelled from more than twelve digital signal sources. Boutiques has an estimated audience of 12,159,596 people in India.
The average Boutiques fan in India is 33.6 years old, more male, and lives primarily in Tamil Nadu.
The audience is concentrated in Tamil Nadu, Maharashtra, Uttar Pradesh.
Top brand affinities include Shalwar kameez, Mehndi, Gown, with strongest over-indexing on Shalwar kameez (1.91× the country average).
Demographically, the Boutiques audience skews more male with an average age of 33.6, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Boutiques fan in India is more male, around 33.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Shalwar kameez.
The key figures that characterise the Boutiques profile in India.
42.3% are female, 57.7% are male, average age 33.6.
| Metric | Value |
|---|---|
| Female | 42.3% |
| Male | 57.7% |
| Average age | 33.6 |
| Estimated audience size | 12,159,596 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 31% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 9% |
of the worldwide Boutiques audience comes from India.
| Country | Share |
|---|---|
| United States | 17.0% |
| Italy | 5.3% |
| Japan | 5.2% |
Where the Boutiques audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Punjab (region) | ~400K | 2.35× | |
| 02 | Kerala | ~300K | 1.70× | |
| 03 | Tamil Nadu | ~400K | 1.52× | |
| 04 | Mizoram | ~10K | 1.48× | |
| 05 | Telangana | ~300K | 1.44× | |
| 06 | Andhra Pradesh | ~200K | 1.41× | |
| 07 | Goa | ~20K | 1.28× | |
| 08 | Karnataka | ~400K | 1.26× | |
| 09 | Nagaland | ~9K | 1.09× | |
| 10 | Manipur | ~20K | 1.04× | |
| 11 | Haryana | ~200K | 1.03× | |
| 12 | Arunachal Pradesh | ~7K | 1.00× | |
| 13 | Assam | ~100K | 0.96× | |
| 14 | Sikkim | ~5K | 0.90× | |
| 15 | Jammu and Kashmir | ~50K | 0.89× | |
| 16 | Uttarakhand | ~50K | 0.83× | |
| 17 | Meghalaya | ~10K | 0.83× | |
| 18 | Himachal Pradesh | ~40K | 0.81× | |
| 19 | Rajasthan | ~200K | 0.77× | |
| 20 | Chhattisgarh | ~60K | 0.76× | |
| 21 | Tripura | ~10K | 0.76× | |
| 22 | Madhya Pradesh | ~200K | 0.75× | |
| 23 | Gujarat | ~200K | 0.70× | |
| 24 | Maharashtra | ~400K | 0.67× | |
| 25 | Uttar Pradesh | ~400K | 0.67× | |
| 26 | Jharkhand | ~70K | 0.67× | |
| 27 | West Bengal | ~200K | 0.60× | |
| 28 | Odisha | ~80K | 0.60× | |
| 29 | Bihar | ~100K | 0.43× |
The strongest cross-interests of the Boutiques audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mirraw | Fashion & Accessoires | 2.78× | ||
| 02 | Jamdani | Fashion & Accessoires | 2.27× | ||
| 03 | Mehndi Designs | Beauty & Wellness | 2.26× | ||
| 04 | Stayfree | Beauty & Wellness | 2.05× | ||
| 05 | Surf Excel | Home & Garden | 2.00× | ||
| 06 | Bandhani | Fashion & Accessoires | 1.93× | ||
| 07 | Shalwar kameez | Fashion & Accessoires | 1.91× | ||
| 08 | Zari | Movies & TV | 1.84× | ||
| 09 | Horlicks | Food & Beverages | 1.71× | ||
| 10 | Tussar silk | Fashion & Accessoires | 1.68× | ||
| 11 | Pink Friday | Topic | 1.64× | ||
| 12 | Chiffon (fabric) | Fashion & Accessoires | 1.63× | ||
| 13 | Salwar (Punjabi) Suit | Fashion & Accessoires | 1.61× | ||
| 14 | Hopscotch | Kids & Family | 1.61× | ||
| 15 | Mehndi | Fashion & Accessoires | 1.56× | ||
| 16 | Kalamkari | Home & Garden | 1.55× | ||
| 17 | Gown | Fashion & Accessoires | 1.53× | ||
| 18 | Henna | Home & Garden | 1.53× | ||
| 19 | Best Friends Forever (TV series) | Movies & TV | 1.51× | ||
| 20 | Kurti top | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.94× | |
| Creativity | OPEN | 0.86× | |
| Tradition | CONSERVATISM | 0.85× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.44× | |
| Risk Appetite | THRILL | 0.50× | |
| Career Orientation | POWER | 0.54× |
Boutiques has an estimated audience of 12,159,596 people in India, concentrated in Tamil Nadu and Maharashtra.
42.3% of Boutiques fans are female, 57.7% are male, with an average age of 33.6 years.
Boutiques fans show strongest brand affinity for Shalwar kameez (1.91×), Mehndi (1.56×), and Gown (1.53×) over the country average.
Boutiques fans in India are most concentrated in Tamil Nadu (reach ~400K), Maharashtra (reach ~400K), and Uttar Pradesh (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Boutiques itself, the audience over-indexes on Mehndi (1.56×), Gown (1.53×), Kalamkari (1.55×), and Salwar (Punjabi) Suit (1.61×) 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 Boutiques. 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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