A data profile of the people who buy, follow and care about Happiness in India — modelled from more than twelve digital signal sources. Happiness has an estimated audience of 18,204,889 people in India.
The average Happiness fan in India is 32.8 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, Gujarat.
Top brand affinities include Comedy movies, Education, Cooking, with strongest over-indexing on Comedy movies (1.54× the country average).
Demographically, the Happiness audience skews more male with an average age of 32.8, and over-indexes on personality traits such as Community Orientation, Mindfulness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Happiness fan in India is more male, around 32.8 years old, with strong Community Orientation tendencies and a notable affinity for Comedy movies.
The key figures that characterise the Happiness profile in India.
26.3% are female, 73.7% are male, average age 32.8.
| Metric | Value |
|---|---|
| Female | 26.3% |
| Male | 73.7% |
| Average age | 32.8 |
| Estimated audience size | 18,204,889 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 31% | |
| 20-29 | 29% | |
| 30-39 | 19% | |
| 40-49 | 12% | |
| 50+ | 9% |
of the worldwide Happiness audience comes from India.
| Country | Share |
|---|---|
| United States | 21.9% |
| United Kingdom | 4.7% |
| Italy | 4.4% |
Where the Happiness audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Gujarat | ~700K | 1.29× | |
| 02 | Maharashtra | ~1M | 1.28× | |
| 03 | Goa | ~20K | 1.23× | |
| 04 | Madhya Pradesh | ~400K | 1.19× | |
| 05 | Chhattisgarh | ~100K | 1.16× | |
| 06 | Assam | ~200K | 1.11× | |
| 07 | Bihar | ~400K | 1.10× | |
| 08 | Karnataka | ~500K | 1.08× | |
| 09 | Uttarakhand | ~100K | 1.07× | |
| 10 | Nagaland | ~10K | 1.07× | |
| 11 | Sikkim | ~9K | 1.06× | |
| 12 | Tamil Nadu | ~500K | 1.05× | |
| 13 | Andhra Pradesh | ~200K | 1.05× | |
| 14 | Telangana | ~300K | 1.02× | |
| 15 | Rajasthan | ~400K | 1.01× | |
| 16 | Odisha | ~200K | 1.01× | |
| 17 | Kerala | ~300K | 1.00× | |
| 18 | Jharkhand | ~200K | 1.00× | |
| 19 | West Bengal | ~500K | 0.96× | |
| 20 | Arunachal Pradesh | ~10K | 0.94× | |
| 21 | Tripura | ~20K | 0.93× | |
| 22 | Uttar Pradesh | ~800K | 0.92× | |
| 23 | Manipur | ~20K | 0.90× | |
| 24 | Meghalaya | ~20K | 0.87× | |
| 25 | Himachal Pradesh | ~60K | 0.85× | |
| 26 | Mizoram | ~10K | 0.84× | |
| 27 | Punjab (region) | ~200K | 0.76× | |
| 28 | Haryana | ~200K | 0.73× | |
| 29 | Jammu and Kashmir | ~60K | 0.69× |
The strongest cross-interests of the Happiness audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Bhojpuri language | Politics & Society | 1.81× | ||
| 02 | Internet celebrity | Internet & Social Media | 1.77× | ||
| 03 | Joke | Literature | 1.70× | ||
| 04 | Dance | Business & Career | 1.66× | ||
| 05 | Motivation | Business & Career | 1.64× | ||
| 06 | Sanskrit | Politics & Society | 1.64× | ||
| 07 | Kolkata | Travel & Leisure | 1.63× | ||
| 08 | Viral video | Internet & Social Media | 1.62× | ||
| 09 | Psychology | Business & Career | 1.59× | ||
| 10 | Short film | Movies & TV | 1.58× | ||
| 11 | Comedy movies | Movies & TV | 1.54× | ||
| 12 | Weddings | Kids & Family | 1.53× | ||
| 13 | Education | Business & Career | 1.52× | ||
| 14 | Cooking | Food & Beverages | 1.52× | ||
| 15 | Recipes | Food & Beverages | 1.52× | ||
| 16 | Politics | Politics & Society | 1.52× | ||
| 17 | Kitchen | Home & Garden | 1.52× | ||
| 18 | Student | Business & Career | 1.51× | ||
| 19 | Foodie | Food & Beverages | 1.50× | ||
| 20 | Woman | Kids & Family | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.41× | |
| Mindfulness | BALANCE | 1.35× | |
| Extroversion | THRILL | 1.28× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Quality Awareness | PREMIUM | 0.75× | |
| Luxury Orientation | PREMIUM | 0.75× | |
| Spirituality | BALANCE | 0.80× |
Happiness has an estimated audience of 18,204,889 people in India, concentrated in Maharashtra and Uttar Pradesh.
26.3% of Happiness fans are female, 73.7% are male, with an average age of 32.8 years.
Happiness fans show strongest brand affinity for Comedy movies (1.54×), Education (1.52×), and Cooking (1.52×) over the country average.
Happiness fans in India are most concentrated in Maharashtra (reach ~1M), Uttar Pradesh (reach ~800K), and Gujarat (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Happiness itself, the audience over-indexes on Education (1.52×), Cooking (1.52×), Dance (1.66×), and Motivation (1.64×) 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 Happiness. 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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