A data profile of the people who buy, follow and care about Instagram in India — modelled from more than twelve digital signal sources. Instagram has an estimated audience of 27,347,230 people in India.
The average Instagram fan in India is 32.0 years old, more male, and lives primarily in Uttar Pradesh.
The audience is concentrated in Uttar Pradesh, Maharashtra, Rajasthan.
Top brand affinities include Voice chat, Parent-in-law, Habitat for Humanity, with strongest over-indexing on Voice chat (1.64× the country average).
Demographically, the Instagram audience skews more male with an average age of 32.0, and over-indexes on personality traits such as Tradition, Social Media Usage.
Compared to the country baseline, this audience shows distinctive patterns across 3 brand affinities and 29 regions tracked by Rascasse.
The typical Instagram fan in India is more male, around 32.0 years old, with strong Tradition tendencies and a notable affinity for Voice chat.
The key figures that characterise the Instagram profile in India.
24.9% are female, 75.1% are male, average age 32.0.
| Metric | Value |
|---|---|
| Female | 24.9% |
| Male | 75.1% |
| Average age | 32.0 |
| Estimated audience size | 27,347,230 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 30% | |
| 30-39 | 18% | |
| 40-49 | 11% | |
| 50+ | 8% |
of the worldwide Instagram audience comes from India.
| Country | Share |
|---|---|
| United States | 11.2% |
| China | 4.2% |
| Japan | 2.8% |
Where the Instagram audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rajasthan | ~1M | 1.83× | |
| 02 | Haryana | ~600K | 1.66× | |
| 03 | Bihar | ~800K | 1.42× | |
| 04 | Uttar Pradesh | ~2M | 1.39× | |
| 05 | Madhya Pradesh | ~700K | 1.36× | |
| 06 | Assam | ~300K | 1.21× | |
| 07 | Uttarakhand | ~200K | 1.21× | |
| 08 | Andhra Pradesh | ~400K | 1.19× | |
| 09 | Jharkhand | ~300K | 1.17× | |
| 10 | Punjab (region) | ~400K | 1.11× | |
| 11 | Odisha | ~300K | 1.09× | |
| 12 | Chhattisgarh | ~200K | 1.08× | |
| 13 | Himachal Pradesh | ~100K | 1.05× | |
| 14 | Kerala | ~400K | 1.04× | |
| 15 | Telangana | ~400K | 1.02× | |
| 16 | Gujarat | ~800K | 0.99× | |
| 17 | Maharashtra | ~1.5M | 0.96× | |
| 18 | Tamil Nadu | ~600K | 0.94× | |
| 19 | Jammu and Kashmir | ~100K | 0.94× | |
| 20 | Tripura | ~30K | 0.79× | |
| 21 | Karnataka | ~500K | 0.78× | |
| 22 | West Bengal | ~600K | 0.74× | |
| 23 | Meghalaya | ~20K | 0.71× | |
| 24 | Mizoram | ~10K | 0.69× | |
| 25 | Manipur | ~20K | 0.68× | |
| 26 | Nagaland | ~10K | 0.60× | |
| 27 | Goa | ~10K | 0.49× | |
| 28 | Arunachal Pradesh | ~8K | 0.48× | |
| 29 | Sikkim | ~5K | 0.39× |
The strongest cross-interests of the Instagram audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Parent-in-law | Kids & Family | 1.71× | ||
| 02 | Voice chat | Technology & Electronics | 1.64× | ||
| 03 | Habitat for Humanity | Politics & Society | 1.60× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 0.71× | |
| Social Media Usage | JOY | 0.70× | |
| Creativity | OPEN | 0.61× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.38× | |
| Risk Appetite | THRILL | 0.40× | |
| Quality Awareness | PREMIUM | 0.42× |
Instagram has an estimated audience of 27,347,230 people in India, concentrated in Uttar Pradesh and Maharashtra.
24.9% of Instagram fans are female, 75.1% are male, with an average age of 32.0 years.
Instagram fans show strongest brand affinity for Voice chat (1.64×), Parent-in-law (1.71×), and Habitat for Humanity (1.6×) over the country average.
Instagram fans in India are most concentrated in Uttar Pradesh (reach ~2M), Maharashtra (reach ~1.5M), and Rajasthan (reach ~1M). These three regions account for the largest share of the active audience.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in India who actively search for Instagram. 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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