A data profile of the people who buy, follow and care about H&M in India — modelled from more than twelve digital signal sources. H&M has an estimated audience of 7,943,392 people in India.
The average H&M fan in India is 30.4 years old, balanced, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Karnataka, Uttar Pradesh.
Top brand affinities include Sex and the City, Party dress, Shalwar kameez, with strongest over-indexing on Sex and the City (1.97× the country average).
Demographically, the H&M audience skews balanced with an average age of 30.4, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical H&M fan in India is balanced, around 30.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Sex and the City.
The key figures that characterise the H&M profile in India.
54.1% are female, 45.9% are male, average age 30.4.
| Metric | Value |
|---|---|
| Female | 54.1% |
| Male | 45.9% |
| Average age | 30.4 |
| Estimated audience size | 7,943,392 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 36% | |
| 30-39 | 18% | |
| 40-49 | 9% | |
| 50+ | 4% |
of the worldwide H&M audience comes from India.
| Country | Share |
|---|---|
| United States | 11.5% |
| Germany | 7.6% |
| Japan | 7.5% |
Where the H&M audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sikkim | ~10K | 3.86× | |
| 02 | Nagaland | ~10K | 2.56× | |
| 03 | Arunachal Pradesh | ~9K | 1.85× | |
| 04 | Meghalaya | ~10K | 1.76× | |
| 05 | Mizoram | ~10K | 1.75× | |
| 06 | Manipur | ~10K | 1.33× | |
| 07 | Karnataka | ~200K | 1.23× | |
| 08 | Haryana | ~100K | 1.17× | |
| 09 | Maharashtra | ~400K | 0.98× | |
| 10 | Uttarakhand | ~40K | 0.98× | |
| 11 | Punjab (region) | ~100K | 0.96× | |
| 12 | Tripura | ~10K | 0.96× | |
| 13 | Assam | ~70K | 0.86× | |
| 14 | Gujarat | ~200K | 0.82× | |
| 15 | Telangana | ~80K | 0.70× | |
| 16 | Himachal Pradesh | ~20K | 0.68× | |
| 17 | Goa | ~6K | 0.67× | |
| 18 | West Bengal | ~100K | 0.61× | |
| 19 | Madhya Pradesh | ~90K | 0.60× | |
| 20 | Rajasthan | ~100K | 0.56× | |
| 21 | Jammu and Kashmir | ~20K | 0.56× | |
| 22 | Uttar Pradesh | ~200K | 0.54× | |
| 23 | Chhattisgarh | ~30K | 0.53× | |
| 24 | Kerala | ~60K | 0.51× | |
| 25 | Jharkhand | ~30K | 0.50× | |
| 26 | Odisha | ~40K | 0.46× | |
| 27 | Tamil Nadu | ~70K | 0.37× | |
| 28 | Bihar | ~50K | 0.31× | |
| 29 | Andhra Pradesh | ~30K | 0.26× |
The strongest cross-interests of the H&M audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Global Desi | Shopping | 2.67× | ||
| 02 | W for Woman | Shopping | 2.25× | ||
| 03 | Kurti top | Fashion & Accessoires | 2.02× | ||
| 04 | Sex and the City | Movies & TV | 1.97× | ||
| 05 | Maybelline | Beauty & Wellness | 1.97× | ||
| 06 | Face powder | Beauty & Wellness | 1.95× | ||
| 07 | Concealer | Beauty & Wellness | 1.92× | ||
| 08 | Party dress | Fashion & Accessoires | 1.91× | ||
| 09 | Lipstick | Beauty & Wellness | 1.88× | ||
| 10 | Forever 21 | Shopping | 1.76× | ||
| 11 | Lip gloss | Beauty & Wellness | 1.76× | ||
| 12 | Nightwear | Fashion & Accessoires | 1.71× | ||
| 13 | Foundation (cosmetics) | Beauty & Wellness | 1.69× | ||
| 14 | Gown | Fashion & Accessoires | 1.65× | ||
| 15 | Shalwar kameez | Fashion & Accessoires | 1.64× | ||
| 16 | Baby powder | Kids & Family | 1.60× | ||
| 17 | Kalamkari | Home & Garden | 1.59× | ||
| 18 | Pond's | Beauty & Wellness | 1.57× | ||
| 19 | Anarkali Salwar Suit | Fashion & Accessoires | 1.52× | ||
| 20 | L'Oréal | Beauty & Wellness | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 0.97× | |
| Creativity | OPEN | 0.86× | |
| Tradition | CONSERVATISM | 0.83× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.42× | |
| Risk Appetite | THRILL | 0.52× | |
| Need for Security | CONSERVATISM | 0.55× |
H&M's target market in India covers an estimated 7,943,392 people, concentrated in Maharashtra and Karnataka.
54.1% of the H&M audience are female, 45.9% are male, with an average age of 30.4 years.
H&M fans show strongest brand affinity for Sex and the City (1.97×), Party dress (1.91×), and Shalwar kameez (1.64×) over the country average.
H&M fans in India are most concentrated in Maharashtra (reach ~400K), Karnataka (reach ~200K), and Uttar Pradesh (reach ~200K). These three regions account for the largest share of the active audience.
Beyond H&M itself, the audience over-indexes on Party dress (1.91×), Shalwar kameez (1.64×), Global Desi (2.67×), and Gown (1.65×) 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 H&M. 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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