A data profile of the people who buy, follow and care about Do it yourself (DIY) in India — modelled from more than twelve digital signal sources. Do it yourself (DIY) has an estimated audience of 16,278,146 people in India.
The average Do it yourself (DIY) fan in India is 34.6 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include Rajasthan Royals, Handmade Crafts, Cross-stitch, with strongest over-indexing on Rajasthan Royals (2.46× the country average).
Demographically, the Do it yourself (DIY) audience skews more male with an average age of 34.6, and over-indexes on personality traits such as DIY Mentality, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 18 regions tracked by Rascasse.
The typical Do it yourself (DIY) fan in India is more male, around 34.6 years old, with strong DIY Mentality tendencies and a notable affinity for Rajasthan Royals.
The key figures that characterise the Do it yourself (DIY) profile in India.
31.0% are female, 69.0% are male, average age 34.6.
| Metric | Value |
|---|---|
| Female | 31.0% |
| Male | 69.0% |
| Average age | 34.6 |
| Estimated audience size | 16,278,146 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 23% | |
| 20-29 | 32% | |
| 30-39 | 22% | |
| 40-49 | 14% | |
| 50+ | 10% |
of the worldwide Do it yourself (DIY) audience comes from India.
| Country | Share |
|---|---|
| United States | 20.8% |
| United Kingdom | 4.9% |
| France | 4.5% |
Where the Do it yourself (DIY) audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Uttarakhand | ~100K | 1.22× | |
| 02 | Jharkhand | ~200K | 1.14× | |
| 03 | Assam | ~200K | 1.06× | |
| 04 | Odisha | ~200K | 1.03× | |
| 05 | Punjab (region) | ~200K | 1.02× | |
| 06 | Andhra Pradesh | ~200K | 1.02× | |
| 07 | Haryana | ~200K | 1.00× | |
| 08 | Madhya Pradesh | ~300K | 0.98× | |
| 09 | Rajasthan | ~400K | 0.97× | |
| 10 | Bihar | ~300K | 0.97× | |
| 11 | Kerala | ~200K | 0.97× | |
| 12 | Gujarat | ~400K | 0.96× | |
| 13 | Karnataka | ~400K | 0.96× | |
| 14 | Telangana | ~200K | 0.96× | |
| 15 | West Bengal | ~500K | 0.95× | |
| 16 | Tamil Nadu | ~400K | 0.94× | |
| 17 | Maharashtra | ~700K | 0.92× | |
| 18 | Uttar Pradesh | ~700K | 0.92× |
The strongest cross-interests of the Do it yourself (DIY) audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | DIY & Craft Ideas | Home & Garden | 8.23× | ||
| 02 | Handmade Crafts | Kids & Family | 5.68× | ||
| 03 | Cross-stitch | Home & Garden | 4.67× | ||
| 04 | Knitting needle | Fashion & Accessoires | 4.56× | ||
| 05 | Sewing machine | Home & Garden | 4.47× | ||
| 06 | Pottery | Home & Garden | 3.72× | ||
| 07 | Crochet | Home & Garden | 3.50× | ||
| 08 | Pattern (sewing) | Home & Garden | 3.41× | ||
| 09 | BTS | Music & Radio | 2.66× | ||
| 10 | Wedding reception | Kids & Family | 2.55× | ||
| 11 | Rajasthan Royals | Sports | 2.46× | ||
| 12 | Party dress | Fashion & Accessoires | 2.23× | ||
| 13 | Indian wedding clothes | Fashion & Accessoires | 2.17× | ||
| 14 | Expensive Taste | Business & Career | 2.16× | ||
| 15 | Bridesmaid | Kids & Family | 2.14× | ||
| 16 | Home improvement | Home & Garden | 2.01× | ||
| 17 | Pakistan | Travel & Leisure | 1.95× | ||
| 18 | Cotton | Fashion & Accessoires | 1.86× | ||
| 19 | Handicraft | Home & Garden | 1.84× | ||
| 20 | Sex and the City | Movies & TV | 1.59× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.83× | |
| Extroversion | THRILL | 1.81× | |
| Design Affinity | PREMIUM | 1.77× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.61× | |
| Career Orientation | POWER | 0.82× | |
| Travelling | THRILL | 0.86× |
Do it yourself (DIY) has an estimated audience of 16,278,146 people in India, concentrated in Maharashtra and Uttar Pradesh.
31.0% of Do it yourself (DIY) fans are female, 69.0% are male, with an average age of 34.6 years.
Do it yourself (DIY) fans show strongest brand affinity for Rajasthan Royals (2.46×), Handmade Crafts (5.68×), and Cross-stitch (4.67×) over the country average.
Do it yourself (DIY) fans in India are most concentrated in Maharashtra (reach ~700K), Uttar Pradesh (reach ~700K), and West Bengal (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Do it yourself (DIY) itself, the audience over-indexes on Handmade Crafts (5.68×), Cross-stitch (4.67×), Sewing machine (4.47×), and Knitting needle (4.56×) 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 Do it yourself (DIY). 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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