A data profile of the people who buy, follow and care about Cooking in India — modelled from more than twelve digital signal sources. Cooking has an estimated audience of 28,298,440 people in India.
The average Cooking fan in India is 34.1 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include Horlicks, Cottage cheese, Toilet training, with strongest over-indexing on Horlicks (1.82× the country average).
Demographically, the Cooking audience skews more male with an average age of 34.1, and over-indexes on personality traits such as Family Orientation, Tradition.
Compared to the country baseline, this audience shows distinctive patterns across 6 brand affinities and 29 regions tracked by Rascasse.
The typical Cooking fan in India is more male, around 34.1 years old, with strong Family Orientation tendencies and a notable affinity for Horlicks.
The key figures that characterise the Cooking profile in India.
30.5% are female, 69.5% are male, average age 34.1.
| Metric | Value |
|---|---|
| Female | 30.5% |
| Male | 69.5% |
| Average age | 34.1 |
| Estimated audience size | 28,298,440 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 30% | |
| 30-39 | 21% | |
| 40-49 | 13% | |
| 50+ | 10% |
of the worldwide Cooking audience comes from India.
| Country | Share |
|---|---|
| United States | 20.2% |
| Japan | 4.6% |
| Italy | 4.6% |
Where the Cooking audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Nagaland | ~40K | 1.82× | |
| 02 | Assam | ~400K | 1.27× | |
| 03 | Tamil Nadu | ~800K | 1.23× | |
| 04 | Tripura | ~50K | 1.18× | |
| 05 | Karnataka | ~800K | 1.17× | |
| 06 | Andhra Pradesh | ~400K | 1.13× | |
| 07 | Telangana | ~400K | 1.10× | |
| 08 | Goa | ~30K | 1.10× | |
| 09 | Kerala | ~500K | 1.09× | |
| 10 | West Bengal | ~900K | 1.06× | |
| 11 | Odisha | ~300K | 1.00× | |
| 12 | Jharkhand | ~200K | 1.00× | |
| 13 | Manipur | ~30K | 0.96× | |
| 14 | Arunachal Pradesh | ~20K | 0.96× | |
| 15 | Sikkim | ~10K | 0.96× | |
| 16 | Meghalaya | ~30K | 0.95× | |
| 17 | Bihar | ~500K | 0.94× | |
| 18 | Madhya Pradesh | ~500K | 0.92× | |
| 19 | Chhattisgarh | ~200K | 0.92× | |
| 20 | Maharashtra | ~1.5M | 0.90× | |
| 21 | Uttarakhand | ~100K | 0.88× | |
| 22 | Uttar Pradesh | ~1M | 0.87× | |
| 23 | Gujarat | ~700K | 0.86× | |
| 24 | Punjab (region) | ~300K | 0.85× | |
| 25 | Himachal Pradesh | ~100K | 0.85× | |
| 26 | Mizoram | ~20K | 0.81× | |
| 27 | Haryana | ~300K | 0.79× | |
| 28 | Rajasthan | ~500K | 0.76× | |
| 29 | Jammu and Kashmir | ~90K | 0.71× |
The strongest cross-interests of the Cooking audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Barilla | Food & Beverages | 2.34× | ||
| 02 | Kimchi | Food & Beverages | 1.89× | ||
| 03 | Horlicks | Food & Beverages | 1.82× | ||
| 04 | Toilet training | Kids & Family | 1.82× | ||
| 05 | Big Little Lies (TV series) | Movies & TV | 1.69× | ||
| 06 | Cottage cheese | Food & Beverages | 1.57× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.84× | |
| Tradition | CONSERVATISM | 0.75× | |
| Social Media Usage | JOY | 0.74× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.44× | |
| Risk Appetite | THRILL | 0.49× | |
| Patriotism | CONSERVATISM | 0.50× |
Cooking has an estimated audience of 28,298,440 people in India, concentrated in Maharashtra and Uttar Pradesh.
30.5% of Cooking fans are female, 69.5% are male, with an average age of 34.1 years.
Cooking fans show strongest brand affinity for Horlicks (1.82×), Cottage cheese (1.57×), and Toilet training (1.82×) over the country average.
Cooking fans in India are most concentrated in Maharashtra (reach ~1.5M), Uttar Pradesh (reach ~1M), and West Bengal (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Cooking itself, the audience over-indexes on Cottage cheese (1.57×), Toilet training (1.82×), Kimchi (1.89×), and Big Little Lies (TV series) (1.69×) 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 Cooking. 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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