A data profile of the people who buy, follow and care about Rice in India — modelled from more than twelve digital signal sources. Rice has an estimated audience of 4,491,676 people in India.
The average Rice fan in India is 33.9 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, West Bengal.
Top brand affinities include Weather Underground (weather service), Cereal, West Africa, with strongest over-indexing on Weather Underground (weather service) (21.29× the country average).
Demographically, the Rice audience skews more male with an average age of 33.9, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Rice fan in India is more male, around 33.9 years old, with strong Convenience Orientation tendencies and a notable affinity for Weather Underground (weather service).
The key figures that characterise the Rice profile in India.
29.6% are female, 70.4% are male, average age 33.9.
| Metric | Value |
|---|---|
| Female | 29.6% |
| Male | 70.4% |
| Average age | 33.9 |
| Estimated audience size | 4,491,676 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 22% | |
| 20-29 | 36% | |
| 30-39 | 23% | |
| 40-49 | 12% | |
| 50+ | 8% |
of the worldwide Rice audience comes from India.
| Country | Share |
|---|---|
| United States | 19.6% |
| Taiwan | 4.8% |
| Japan | 4.8% |
Where the Rice audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Manipur | ~8K | 1.37× | |
| 02 | Goa | ~6K | 1.29× | |
| 03 | Nagaland | ~4K | 1.28× | |
| 04 | Assam | ~60K | 1.27× | |
| 05 | Telangana | ~80K | 1.23× | |
| 06 | Arunachal Pradesh | ~3K | 1.23× | |
| 07 | Karnataka | ~100K | 1.21× | |
| 08 | Andhra Pradesh | ~70K | 1.18× | |
| 09 | Meghalaya | ~5K | 1.15× | |
| 10 | Mizoram | ~3K | 1.14× | |
| 11 | West Bengal | ~200K | 1.13× | |
| 12 | Tripura | ~7K | 1.13× | |
| 13 | Tamil Nadu | ~100K | 1.08× | |
| 14 | Odisha | ~50K | 1.01× | |
| 15 | Sikkim | ~2K | 0.99× | |
| 16 | Kerala | ~60K | 0.92× | |
| 17 | Chhattisgarh | ~30K | 0.91× | |
| 18 | Punjab (region) | ~50K | 0.88× | |
| 19 | Madhya Pradesh | ~70K | 0.87× | |
| 20 | Jharkhand | ~30K | 0.85× | |
| 21 | Maharashtra | ~200K | 0.84× | |
| 22 | Uttarakhand | ~20K | 0.83× | |
| 23 | Uttar Pradesh | ~200K | 0.75× | |
| 24 | Haryana | ~40K | 0.75× | |
| 25 | Jammu and Kashmir | ~10K | 0.72× | |
| 26 | Gujarat | ~90K | 0.71× | |
| 27 | Bihar | ~60K | 0.71× | |
| 28 | Himachal Pradesh | ~10K | 0.69× | |
| 29 | Rajasthan | ~70K | 0.64× |
The strongest cross-interests of the Rice audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Weather Underground (weather service) | Home & Garden | 21.29× | ||
| 02 | West Africa | Travel & Leisure | 8.78× | ||
| 03 | Lamb and mutton | Pets & Animals | 6.53× | ||
| 04 | Cereal | Food & Beverages | 6.07× | ||
| 05 | Flour | Food & Beverages | 3.49× | ||
| 06 | Countertop | Home & Garden | 2.97× | ||
| 07 | Kitchen stove | Home & Garden | 2.58× | ||
| 08 | Eating | Food & Beverages | 2.36× | ||
| 09 | Dish (food) | Food & Beverages | 2.27× | ||
| 10 | Ayurveda | Health | 2.19× | ||
| 11 | North India | Travel & Leisure | 2.08× | ||
| 12 | Milk | Food & Beverages | 2.03× | ||
| 13 | Indian subcontinent | Travel & Leisure | 1.93× | ||
| 14 | Sanskrit | Politics & Society | 1.78× | ||
| 15 | States and union territories of India | Travel & Leisure | 1.63× | ||
| 16 | South Asia | Travel & Leisure | 1.62× | ||
| 17 | Kitchen | Home & Garden | 1.62× | ||
| 18 | Instant messaging | Internet & Social Media | 1.60× | ||
| 19 | Marathi language | Politics & Society | 1.57× | ||
| 20 | Agriculture | Business & Career | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 1.81× | |
| Price Sensitivity | PREMIUM | 1.40× | |
| Family Orientation | CONSERVATISM | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Risk Appetite | THRILL | 0.95× | |
| Luxury Orientation | PREMIUM | 0.95× | |
| Social Media Usage | JOY | 0.97× |
Rice has an estimated audience of 4,491,676 people in India, concentrated in Maharashtra and Uttar Pradesh.
29.6% of Rice fans are female, 70.4% are male, with an average age of 33.9 years.
Rice fans show strongest brand affinity for Weather Underground (weather service) (21.29×), Cereal (6.07×), and West Africa (8.78×) over the country average.
Rice fans in India are most concentrated in Maharashtra (reach ~200K), Uttar Pradesh (reach ~200K), and West Bengal (reach ~200K). These three regions account for the largest share of the active audience.
Beyond Rice itself, the audience over-indexes on Cereal (6.07×), West Africa (8.78×), Indian subcontinent (1.93×), and Eating (2.36×) 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 Rice. 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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