A data profile of the people who buy, follow and care about Crafts in India — modelled from more than twelve digital signal sources. Crafts has an estimated audience of 20,939,732 people in India.
The average Crafts fan in India is 33.9 years old, more male, and lives primarily in Uttar Pradesh.
The audience is concentrated in Uttar Pradesh, Maharashtra, Tamil Nadu.
Top brand affinities include Minute, Angela White (athlete), Middle ages, with strongest over-indexing on Minute (2.22× the country average).
Demographically, the Crafts audience skews more male with an average age of 33.9, and over-indexes on personality traits such as DIY Mentality, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Crafts fan in India is more male, around 33.9 years old, with strong DIY Mentality tendencies and a notable affinity for Minute.
The key figures that characterise the Crafts profile in India.
29.8% are female, 70.2% are male, average age 33.9.
| Metric | Value |
|---|---|
| Female | 29.8% |
| Male | 70.2% |
| Average age | 33.9 |
| Estimated audience size | 20,939,732 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 27% | |
| 20-29 | 30% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 10% |
of the worldwide Crafts audience comes from India.
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
Where the Crafts audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Kerala | ~500K | 1.62× | |
| 02 | Tamil Nadu | ~700K | 1.49× | |
| 03 | Karnataka | ~700K | 1.41× | |
| 04 | Uttarakhand | ~100K | 1.39× | |
| 05 | Uttar Pradesh | ~1.5M | 1.31× | |
| 06 | Jharkhand | ~200K | 1.18× | |
| 07 | Goa | ~30K | 1.15× | |
| 08 | Odisha | ~200K | 1.10× | |
| 09 | Assam | ~200K | 1.07× | |
| 10 | Madhya Pradesh | ~400K | 1.04× | |
| 11 | Sikkim | ~9K | 1.03× | |
| 12 | Maharashtra | ~1M | 1.00× | |
| 13 | Chhattisgarh | ~100K | 1.00× | |
| 14 | Telangana | ~300K | 0.99× | |
| 15 | Tripura | ~30K | 0.99× | |
| 16 | Andhra Pradesh | ~200K | 0.96× | |
| 17 | Gujarat | ~600K | 0.95× | |
| 18 | Nagaland | ~10K | 0.94× | |
| 19 | Bihar | ~400K | 0.92× | |
| 20 | Arunachal Pradesh | ~10K | 0.88× | |
| 21 | West Bengal | ~600K | 0.86× | |
| 22 | Rajasthan | ~400K | 0.85× | |
| 23 | Meghalaya | ~20K | 0.84× | |
| 24 | Punjab (region) | ~200K | 0.81× | |
| 25 | Manipur | ~20K | 0.81× | |
| 26 | Himachal Pradesh | ~70K | 0.80× | |
| 27 | Mizoram | ~10K | 0.78× | |
| 28 | Haryana | ~200K | 0.76× | |
| 29 | Jammu and Kashmir | ~70K | 0.72× |
The strongest cross-interests of the Crafts audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Minute | Kids & Family | 2.22× | ||
| 02 | Chennai Express | Movies & TV | 2.05× | ||
| 03 | Brown Eyed Girls | Music & Radio | 2.05× | ||
| 04 | Videophone | Technology & Electronics | 2.02× | ||
| 05 | Mehndi Designs | Beauty & Wellness | 2.00× | ||
| 06 | Wild fisheries | Travel & Leisure | 1.80× | ||
| 07 | DIY & Craft Ideas | Home & Garden | 1.80× | ||
| 08 | Surf Excel | Home & Garden | 1.79× | ||
| 09 | Shoemaking | Fashion & Accessoires | 1.72× | ||
| 10 | Kim Ji-won (actress) | Movies & TV | 1.70× | ||
| 11 | Bihari languages | Politics & Society | 1.68× | ||
| 12 | Angela White (athlete) | Movies & TV | 1.67× | ||
| 13 | viki | Movies & TV | 1.67× | ||
| 14 | Trending Videos | Internet & Social Media | 1.66× | ||
| 15 | Spearfishing | Sports | 1.63× | ||
| 16 | Horlicks | Food & Beverages | 1.63× | ||
| 17 | Fishing techniques | Sports | 1.63× | ||
| 18 | Folk art | Arts & Culture | 1.60× | ||
| 19 | Skilled worker | Business & Career | 1.53× | ||
| 20 | Middle ages | Politics & Society | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 0.89× | |
| Family Orientation | CONSERVATISM | 0.78× | |
| Tradition | CONSERVATISM | 0.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.46× | |
| Risk Appetite | THRILL | 0.47× | |
| Sustainability | BALANCE | 0.51× |
Crafts has an estimated audience of 20,939,732 people in India, concentrated in Uttar Pradesh and Maharashtra.
29.8% of Crafts fans are female, 70.2% are male, with an average age of 33.9 years.
Crafts fans show strongest brand affinity for Minute (2.22×), Angela White (athlete) (1.67×), and Middle ages (1.5×) over the country average.
Crafts fans in India are most concentrated in Uttar Pradesh (reach ~1.5M), Maharashtra (reach ~1M), and Tamil Nadu (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Crafts itself, the audience over-indexes on Angela White (athlete) (1.67×), Middle ages (1.5×), Wild fisheries (1.8×), and Shoemaking (1.72×) 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 Crafts. 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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