A data profile of the people who buy, follow and care about Handicraft in India — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 15,989,329 people in India.
Handicraft has an estimated audience of 15,989,329 people in India. 42.2% are female, 57.8% are male, average age 33.8. Top brand affinities: Do it yourself (DIY), Embroidery, Home improvement, Sewing machine, Nutrient.
Top brand affinities include Do it yourself (DIY), Embroidery, Home improvement, with strongest over-indexing on Do it yourself (DIY) (1.84× the country average).
Demographically, the Handicraft audience skews more male with an average age of 33.8, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.
The typical Handicraft fan in India is more male, around 33.8 years old, with strong Quality Awareness tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Handicraft profile in India.
42.2% are female, 57.8% are male, average age 33.8.
| Metric | Value |
|---|---|
| Female | 42.2% |
| Male | 57.8% |
| Average age | 33.8 |
| Estimated audience size | 15,989,329 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 26% | |
| 20-29 | 32% | |
| 30-39 | 20% | |
| 40-49 | 13% | |
| 50+ | 9% |
of the worldwide Handicraft audience comes from India.
| Country | Share |
|---|---|
| United States | 18.3% |
| Japan | 6.2% |
| Brazil | 5.4% |
The strongest cross-interests of the Handicraft audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Sewing machine | Home & Garden | 2.70× | ||
| 02 | Crochet | Home & Garden | 2.68× | ||
| 03 | Embroidery | Home & Garden | 2.23× | ||
| 04 | Sewing | Home & Garden | 2.23× | ||
| 05 | Skirt | Fashion & Accessoires | 1.94× | ||
| 06 | Fashion show | Fashion & Accessoires | 1.94× | ||
| 07 | Art jewelry | Fashion & Accessoires | 1.92× | ||
| 08 | Do it yourself (DIY) | Home & Garden | 1.84× | ||
| 09 | Textile industry | Fashion & Accessoires | 1.84× | ||
| 10 | Weaving | Fashion & Accessoires | 1.78× | ||
| 11 | Earring | Fashion & Accessoires | 1.68× | ||
| 12 | Handmade jewelry | Fashion & Accessoires | 1.68× | ||
| 13 | Wedding invitation | Home & Garden | 1.67× | ||
| 14 | Engagement ring | Fashion & Accessoires | 1.65× | ||
| 15 | Nutrient | Food & Beverages | 1.58× | ||
| 16 | True Detective | Movies & TV | 1.58× | ||
| 17 | Gemstone | Fashion & Accessoires | 1.54× | ||
| 18 | Home improvement | Home & Garden | 1.53× | ||
| 19 | Cash on delivery | Business & Career | 1.51× | ||
| 20 | Tanishq | Fashion & Accessoires | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 1.55× | |
| DIY Mentality | THRILL | 1.52× | |
| Sustainability | BALANCE | 1.45× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.69× | |
| Social Media Usage | JOY | 0.82× | |
| Travelling | THRILL | 0.90× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Handicraft. 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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