A data profile of the people who buy, follow and care about Diwali in India — modelled from more than twelve digital signal sources. Diwali has an estimated audience of 10,308,641 people in India.
Diwali has an estimated audience of 10,308,641 people in India. 31.4% are female, 68.6% are male, average age 30.9. Top brand affinities: Credit cards, Discounts and allowances, True Detective, OnePlus, Real property.
Top brand affinities include Credit cards, Discounts and allowances, True Detective, with strongest over-indexing on Credit cards (1.69× the country average).
Demographically, the Diwali audience skews more male with an average age of 30.9, and over-indexes on personality traits such as Tradition, Price Sensitivity.
The typical Diwali fan in India is more male, around 30.9 years old, with strong Tradition tendencies and a notable affinity for Credit cards.
The key figures that characterise the Diwali profile in India.
31.4% are female, 68.6% are male, average age 30.9.
| Metric | Value |
|---|---|
| Female | 31.4% |
| Male | 68.6% |
| Average age | 30.9 |
| Estimated audience size | 10,308,641 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 39% | |
| 20-29 | 28% | |
| 30-39 | 15% | |
| 40-49 | 10% | |
| 50+ | 8% |
of the worldwide Diwali audience comes from India.
| Country | Share |
|---|---|
| India | 50.6% |
| United States | 11.7% |
| Malaysia | 4.2% |
The strongest cross-interests of the Diwali audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Ford Fiesta | Cars & Mobility | 3.32× | ||
| 02 | Tinder | Internet & Social Media | 2.45× | ||
| 03 | Jumpsuit | Fashion & Accessoires | 2.10× | ||
| 04 | CC cream | Beauty & Wellness | 1.78× | ||
| 05 | True Detective | Movies & TV | 1.77× | ||
| 06 | American Airlines | Travel & Leisure | 1.77× | ||
| 07 | Air France | Travel & Leisure | 1.72× | ||
| 08 | Discounts and allowances | Shopping | 1.71× | ||
| 09 | Credit cards | Business & Career | 1.69× | ||
| 10 | Real property | Home & Garden | 1.69× | ||
| 11 | Lip gloss | Beauty & Wellness | 1.68× | ||
| 12 | Face powder | Beauty & Wellness | 1.68× | ||
| 13 | Anti-aging cream | Beauty & Wellness | 1.62× | ||
| 14 | Eye shadow | Beauty & Wellness | 1.62× | ||
| 15 | Non-alcoholic beverage | Food & Beverages | 1.62× | ||
| 16 | Efficient energy use | Technology & Electronics | 1.60× | ||
| 17 | Eyelash extensions | Beauty & Wellness | 1.59× | ||
| 18 | OnePlus | Technology & Electronics | 1.58× | ||
| 19 | Eye liner | Beauty & Wellness | 1.55× | ||
| 20 | Outlet store | Shopping | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.45× | |
| Price Sensitivity | PREMIUM | 1.18× | |
| Family Orientation | CONSERVATISM | 1.16× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Extroversion | THRILL | 0.73× | |
| Mindfulness | BALANCE | 0.84× | |
| Social Media Usage | JOY | 0.85× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Diwali. 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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