A data profile of the people who buy, follow and care about Insurance in India — modelled from more than twelve digital signal sources. Insurance has an estimated audience of 13,338,756 people in India.
The average Insurance fan in India is 32.9 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, Gujarat.
Top brand affinities include Life insurance, Option (finance), Mutual fund, with strongest over-indexing on Life insurance (2.42× the country average).
Demographically, the Insurance audience skews more male with an average age of 32.9, and over-indexes on personality traits such as Need for Security, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Insurance fan in India is more male, around 32.9 years old, with strong Need for Security tendencies and a notable affinity for Life insurance.
The key figures that characterise the Insurance profile in India.
23.0% are female, 77.0% are male, average age 32.9.
| Metric | Value |
|---|---|
| Female | 23.0% |
| Male | 77.0% |
| Average age | 32.9 |
| Estimated audience size | 13,338,756 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 29% | |
| 20-29 | 32% | |
| 30-39 | 19% | |
| 40-49 | 12% | |
| 50+ | 8% |
of the worldwide Insurance audience comes from India.
| Country | Share |
|---|---|
| United States | 23.0% |
| Japan | 4.5% |
| United Kingdom | 4.5% |
Where the Insurance audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Haryana | ~300K | 1.68× | |
| 02 | Tamil Nadu | ~400K | 1.31× | |
| 03 | Maharashtra | ~800K | 1.24× | |
| 04 | Karnataka | ~400K | 1.22× | |
| 05 | Rajasthan | ~400K | 1.20× | |
| 06 | Kerala | ~200K | 1.20× | |
| 07 | Punjab (region) | ~200K | 1.17× | |
| 08 | Telangana | ~200K | 1.16× | |
| 09 | Uttar Pradesh | ~700K | 1.15× | |
| 10 | Gujarat | ~400K | 1.13× | |
| 11 | Uttarakhand | ~70K | 1.13× | |
| 12 | Himachal Pradesh | ~60K | 1.13× | |
| 13 | Madhya Pradesh | ~300K | 1.07× | |
| 14 | Jharkhand | ~100K | 1.05× | |
| 15 | Andhra Pradesh | ~200K | 0.99× | |
| 16 | Jammu and Kashmir | ~60K | 0.99× | |
| 17 | Chhattisgarh | ~80K | 0.98× | |
| 18 | Bihar | ~200K | 0.96× | |
| 19 | Goa | ~10K | 0.91× | |
| 20 | Mizoram | ~8K | 0.88× | |
| 21 | Assam | ~100K | 0.85× | |
| 22 | Odisha | ~100K | 0.81× | |
| 23 | Meghalaya | ~10K | 0.81× | |
| 24 | West Bengal | ~300K | 0.80× | |
| 25 | Tripura | ~10K | 0.79× | |
| 26 | Sikkim | ~5K | 0.79× | |
| 27 | Manipur | ~10K | 0.75× | |
| 28 | Arunachal Pradesh | ~6K | 0.75× | |
| 29 | Nagaland | ~7K | 0.71× |
The strongest cross-interests of the Insurance audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Term life insurance | Business & Career | 3.50× | ||
| 02 | Critical illness insurance | Business & Career | 3.31× | ||
| 03 | Bajaj Finserv | Business & Career | 2.93× | ||
| 04 | Life insurance | Business & Career | 2.42× | ||
| 05 | Insurance policy | Business & Career | 2.22× | ||
| 06 | Interest rate | Business & Career | 2.18× | ||
| 07 | Canara Bank | Business & Career | 2.06× | ||
| 08 | Kotak (band) | Music & Radio | 2.01× | ||
| 09 | Health insurance | Business & Career | 1.93× | ||
| 10 | Loan | Business & Career | 1.77× | ||
| 11 | Central Bank of India | Politics & Society | 1.75× | ||
| 12 | Financial technology | Business & Career | 1.69× | ||
| 13 | Wealth management | Business & Career | 1.67× | ||
| 14 | IndusInd Bank | Business & Career | 1.64× | ||
| 15 | Deposit account | Business & Career | 1.60× | ||
| 16 | Mutual fund | Business & Career | 1.59× | ||
| 17 | Mortgage loans | Business & Career | 1.59× | ||
| 18 | Income | Business & Career | 1.59× | ||
| 19 | Dinamalar | News | 1.52× | ||
| 20 | Option (finance) | Business & Career | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.21× | |
| Family Orientation | CONSERVATISM | 0.88× | |
| Convenience Orientation | PREMIUM | 0.82× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.45× | |
| Design Affinity | PREMIUM | 0.52× | |
| Pet Ownership | JOY | 0.55× |
Insurance has an estimated audience of 13,338,756 people in India, concentrated in Maharashtra and Uttar Pradesh.
23.0% of Insurance fans are female, 77.0% are male, with an average age of 32.9 years.
Insurance fans show strongest brand affinity for Life insurance (2.42×), Option (finance) (1.51×), and Mutual fund (1.59×) over the country average.
Insurance fans in India are most concentrated in Maharashtra (reach ~800K), Uttar Pradesh (reach ~700K), and Gujarat (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Insurance itself, the audience over-indexes on Option (finance) (1.51×), Mutual fund (1.59×), Term life insurance (3.5×), and Kotak (band) (2.01×) 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 Insurance. 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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