A data profile of the people who buy, follow and care about E-books in India — modelled from more than twelve digital signal sources. E-books has an estimated audience of 7,593,191 people in India.
The average E-books fan in India is 32.3 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include Wattpad, Surf Excel, Horlicks, with strongest over-indexing on Wattpad (1.72× the country average).
Demographically, the E-books audience skews more male with an average age of 32.3, and over-indexes on personality traits such as Family Orientation, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 17 brand affinities and 29 regions tracked by Rascasse.
The typical E-books fan in India is more male, around 32.3 years old, with strong Family Orientation tendencies and a notable affinity for Wattpad.
The key figures that characterise the E-books profile in India.
26.0% are female, 74.0% are male, average age 32.3.
| Metric | Value |
|---|---|
| Female | 26.0% |
| Male | 74.0% |
| Average age | 32.3 |
| Estimated audience size | 7,593,191 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 29% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 9% |
of the worldwide E-books audience comes from India.
| Country | Share |
|---|---|
| United States | 19.9% |
| China | 6.0% |
| Japan | 5.9% |
Where the E-books audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Maharashtra | ~800K | 2.25× | |
| 02 | Haryana | ~100K | 1.25× | |
| 03 | Tamil Nadu | ~200K | 1.23× | |
| 04 | Kerala | ~100K | 1.16× | |
| 05 | Punjab (region) | ~100K | 1.15× | |
| 06 | Chhattisgarh | ~50K | 1.11× | |
| 07 | Goa | ~9K | 1.08× | |
| 08 | Himachal Pradesh | ~30K | 1.07× | |
| 09 | Uttarakhand | ~40K | 1.06× | |
| 10 | Madhya Pradesh | ~100K | 1.02× | |
| 11 | Uttar Pradesh | ~400K | 1.00× | |
| 12 | Telangana | ~100K | 1.00× | |
| 13 | Tripura | ~10K | 0.99× | |
| 14 | Nagaland | ~5K | 0.98× | |
| 15 | West Bengal | ~200K | 0.97× | |
| 16 | Odisha | ~80K | 0.96× | |
| 17 | Sikkim | ~3K | 0.96× | |
| 18 | Arunachal Pradesh | ~4K | 0.95× | |
| 19 | Karnataka | ~200K | 0.94× | |
| 20 | Jharkhand | ~60K | 0.94× | |
| 21 | Gujarat | ~200K | 0.93× | |
| 22 | Rajasthan | ~200K | 0.93× | |
| 23 | Assam | ~70K | 0.93× | |
| 24 | Manipur | ~9K | 0.92× | |
| 25 | Meghalaya | ~7K | 0.92× | |
| 26 | Mizoram | ~5K | 0.92× | |
| 27 | Bihar | ~100K | 0.87× | |
| 28 | Andhra Pradesh | ~70K | 0.79× | |
| 29 | Jammu and Kashmir | ~30K | 0.78× |
The strongest cross-interests of the E-books audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Mirraw | Fashion & Accessoires | 2.03× | ||
| 02 | Lechon | Food & Beverages | 1.95× | ||
| 03 | Parent-in-law | Kids & Family | 1.87× | ||
| 04 | Surf Excel | Home & Garden | 1.85× | ||
| 05 | Staining | Technology & Electronics | 1.80× | ||
| 06 | Cadbury Bournvita | Food & Beverages | 1.79× | ||
| 07 | Mylo | Music & Radio | 1.77× | ||
| 08 | The White Lotus | Movies & TV | 1.75× | ||
| 09 | Stayfree | Beauty & Wellness | 1.75× | ||
| 10 | Big Little Lies (TV series) | Movies & TV | 1.75× | ||
| 11 | Wattpad | Internet & Social Media | 1.72× | ||
| 12 | Campaign for Nuclear Disarmament | Politics & Society | 1.66× | ||
| 13 | Horlicks | Food & Beverages | 1.62× | ||
| 14 | Mehndi Designs | Beauty & Wellness | 1.61× | ||
| 15 | Toilet training | Kids & Family | 1.58× | ||
| 16 | Opera News | News | 1.57× | ||
| 17 | Ballet tutu | Fashion & Accessoires | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 0.78× | |
| Price Sensitivity | PREMIUM | 0.77× | |
| Social Media Usage | JOY | 0.76× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.41× | |
| Risk Appetite | THRILL | 0.45× | |
| Extroversion | THRILL | 0.46× |
E-books has an estimated audience of 7,593,191 people in India, concentrated in Maharashtra and Uttar Pradesh.
26.0% of E-books fans are female, 74.0% are male, with an average age of 32.3 years.
E-books fans show strongest brand affinity for Wattpad (1.72×), Surf Excel (1.85×), and Horlicks (1.62×) over the country average.
E-books fans in India are most concentrated in Maharashtra (reach ~800K), Uttar Pradesh (reach ~400K), and West Bengal (reach ~200K). These three regions account for the largest share of the active audience.
Beyond E-books itself, the audience over-indexes on Surf Excel (1.85×), Horlicks (1.62×), The White Lotus (1.75×), and Mirraw (2.03×) 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 E-books. 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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