A data profile of the people who buy, follow and care about Home improvement in India — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 14,554,837 people in India.
The average Home improvement fan in India is 35.4 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, Gujarat.
Top brand affinities include Do it yourself (DIY), Mobile home, Handicraft, with strongest over-indexing on Do it yourself (DIY) (1.83× the country average).
Demographically, the Home improvement audience skews more male with an average age of 35.4, and over-indexes on personality traits such as DIY Mentality, Design Affinity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Home improvement fan in India is more male, around 35.4 years old, with strong DIY Mentality tendencies and a notable affinity for Do it yourself (DIY).
The key figures that characterise the Home improvement profile in India.
29.7% are female, 70.3% are male, average age 35.4.
| Metric | Value |
|---|---|
| Female | 29.7% |
| Male | 70.3% |
| Average age | 35.4 |
| Estimated audience size | 14,554,837 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 30% | |
| 30-39 | 22% | |
| 40-49 | 15% | |
| 50+ | 12% |
of the worldwide Home improvement audience comes from India.
| Country | Share |
|---|---|
| United States | 22.2% |
| United Kingdom | 4.8% |
| Italy | 4.0% |
Where the Home improvement audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Punjab (region) | ~300K | 1.47× | |
| 02 | Nagaland | ~10K | 1.29× | |
| 03 | Gujarat | ~500K | 1.24× | |
| 04 | Haryana | ~200K | 1.21× | |
| 05 | Telangana | ~200K | 1.18× | |
| 06 | Maharashtra | ~800K | 1.14× | |
| 07 | Sikkim | ~7K | 1.12× | |
| 08 | Tamil Nadu | ~400K | 1.10× | |
| 09 | Rajasthan | ~400K | 1.10× | |
| 10 | Karnataka | ~400K | 1.04× | |
| 11 | Mizoram | ~10K | 1.03× | |
| 12 | Arunachal Pradesh | ~9K | 1.03× | |
| 13 | Goa | ~20K | 1.02× | |
| 14 | Manipur | ~20K | 1.01× | |
| 15 | Meghalaya | ~20K | 0.99× | |
| 16 | Kerala | ~200K | 0.97× | |
| 17 | Andhra Pradesh | ~200K | 0.94× | |
| 18 | Tripura | ~20K | 0.94× | |
| 19 | Madhya Pradesh | ~200K | 0.91× | |
| 20 | Himachal Pradesh | ~50K | 0.91× | |
| 21 | Chhattisgarh | ~80K | 0.88× | |
| 22 | Uttarakhand | ~60K | 0.86× | |
| 23 | Jammu and Kashmir | ~60K | 0.85× | |
| 24 | Jharkhand | ~100K | 0.83× | |
| 25 | Uttar Pradesh | ~600K | 0.79× | |
| 26 | West Bengal | ~400K | 0.79× | |
| 27 | Assam | ~100K | 0.79× | |
| 28 | Odisha | ~100K | 0.75× | |
| 29 | Bihar | ~200K | 0.70× |
The strongest cross-interests of the Home improvement audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Chennai Express | Movies & TV | 3.43× | ||
| 02 | Mobile home | Cars & Mobility | 2.91× | ||
| 03 | Wild fisheries | Travel & Leisure | 2.75× | ||
| 04 | Spearfishing | Sports | 2.50× | ||
| 05 | Home décor products | Home & Garden | 2.16× | ||
| 06 | Finger food | Food & Beverages | 2.08× | ||
| 07 | Angela White (athlete) | Movies & TV | 1.99× | ||
| 08 | Handmade Crafts | Kids & Family | 1.99× | ||
| 09 | Do it yourself (DIY) | Home & Garden | 1.83× | ||
| 10 | Obituary | Literature | 1.79× | ||
| 11 | Workshop | Business & Career | 1.78× | ||
| 12 | Wind turbine | Home & Garden | 1.77× | ||
| 13 | Household | Home & Garden | 1.75× | ||
| 14 | Mehndi | Fashion & Accessoires | 1.72× | ||
| 15 | Profession | Business & Career | 1.67× | ||
| 16 | Emerging technologies | Technology & Electronics | 1.60× | ||
| 17 | Oneindia Tamil | News | 1.59× | ||
| 18 | Handicraft | Home & Garden | 1.53× | ||
| 19 | Flower | Home & Garden | 1.53× | ||
| 20 | Sink | Home & Garden | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| DIY Mentality | THRILL | 1.80× | |
| Design Affinity | PREMIUM | 1.14× | |
| Creativity | OPEN | 1.03× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.61× | |
| Risk Appetite | THRILL | 0.63× | |
| Sustainability | BALANCE | 0.68× |
Home improvement has an estimated audience of 14,554,837 people in India, concentrated in Maharashtra and Uttar Pradesh.
29.7% of Home improvement fans are female, 70.3% are male, with an average age of 35.4 years.
Home improvement fans show strongest brand affinity for Do it yourself (DIY) (1.83×), Mobile home (2.91×), and Handicraft (1.53×) over the country average.
Home improvement fans in India are most concentrated in Maharashtra (reach ~800K), Uttar Pradesh (reach ~600K), and Gujarat (reach ~500K). These three regions account for the largest share of the active audience.
Beyond Home improvement itself, the audience over-indexes on Mobile home (2.91×), Handicraft (1.53×), Flower (1.53×), and Profession (1.67×) 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 Home improvement. 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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