A data profile of the people who buy, follow and care about Sustainability in India — modelled from more than twelve digital signal sources. Sustainability has an estimated audience of 4,329,958 people in India.
The average Sustainability fan in India is 33.7 years old, more male, and lives primarily in Maharashtra.
The audience is concentrated in Maharashtra, Uttar Pradesh, Tamil Nadu.
Top brand affinities include Breaking news, Ajit Pawar, Mutual fund, with strongest over-indexing on Breaking news (1.57× the country average).
Demographically, the Sustainability audience skews more male with an average age of 33.7, and over-indexes on personality traits such as Sustainability, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 29 regions tracked by Rascasse.
The typical Sustainability fan in India is more male, around 33.7 years old, with strong Sustainability tendencies and a notable affinity for Breaking news.
The key figures that characterise the Sustainability profile in India.
24.1% are female, 75.9% are male, average age 33.7.
| Metric | Value |
|---|---|
| Female | 24.1% |
| Male | 75.9% |
| Average age | 33.7 |
| Estimated audience size | 4,329,958 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 31% | |
| 20-29 | 26% | |
| 30-39 | 19% | |
| 40-49 | 13% | |
| 50+ | 11% |
of the worldwide Sustainability audience comes from India.
| Country | Share |
|---|---|
| United States | 21.4% |
| United Kingdom | 6.4% |
| Germany | 5.7% |
Where the Sustainability audience in India is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tamil Nadu | ~100K | 1.44× | |
| 02 | Maharashtra | ~300K | 1.30× | |
| 03 | Arunachal Pradesh | ~3K | 1.28× | |
| 04 | Karnataka | ~100K | 1.19× | |
| 05 | Telangana | ~70K | 1.18× | |
| 06 | Manipur | ~6K | 1.17× | |
| 07 | Haryana | ~60K | 1.15× | |
| 08 | Meghalaya | ~5K | 1.13× | |
| 09 | Uttarakhand | ~20K | 1.11× | |
| 10 | Goa | ~5K | 1.05× | |
| 11 | Nagaland | ~3K | 1.04× | |
| 12 | Punjab (region) | ~60K | 1.02× | |
| 13 | Sikkim | ~2K | 1.01× | |
| 14 | Bihar | ~80K | 0.98× | |
| 15 | Andhra Pradesh | ~50K | 0.98× | |
| 16 | Assam | ~40K | 0.93× | |
| 17 | Himachal Pradesh | ~20K | 0.93× | |
| 18 | Tripura | ~5K | 0.93× | |
| 19 | Uttar Pradesh | ~200K | 0.87× | |
| 20 | Mizoram | ~3K | 0.87× | |
| 21 | Madhya Pradesh | ~70K | 0.86× | |
| 22 | Odisha | ~40K | 0.86× | |
| 23 | Jharkhand | ~30K | 0.85× | |
| 24 | Chhattisgarh | ~20K | 0.85× | |
| 25 | Gujarat | ~100K | 0.84× | |
| 26 | Kerala | ~50K | 0.83× | |
| 27 | Jammu and Kashmir | ~20K | 0.79× | |
| 28 | West Bengal | ~100K | 0.73× | |
| 29 | Rajasthan | ~70K | 0.71× |
The strongest cross-interests of the Sustainability audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Agricultural science | Business & Career | 2.68× | ||
| 02 | Biodiversity | Politics & Society | 2.07× | ||
| 03 | Farmer | Home & Garden | 2.07× | ||
| 04 | Neem Karoli Baba | Politics & Society | 1.95× | ||
| 05 | Charitable organization | Politics & Society | 1.81× | ||
| 06 | Public health | Politics & Society | 1.78× | ||
| 07 | Kalamkari | Home & Garden | 1.78× | ||
| 08 | Community issues | Arts & Culture | 1.75× | ||
| 09 | Rabindranath Tagore | Literature | 1.73× | ||
| 10 | Ali Khamenei | Politics & Society | 1.67× | ||
| 11 | Ajit Pawar | Politics & Society | 1.58× | ||
| 12 | Breaking news | Movies & TV | 1.57× | ||
| 13 | Tractor | Cars & Mobility | 1.57× | ||
| 14 | Election | Politics & Society | 1.56× | ||
| 15 | Activism | Politics & Society | 1.55× | ||
| 16 | Bank of Baroda | Business & Career | 1.55× | ||
| 17 | Government | Politics & Society | 1.54× | ||
| 18 | Hema Malini | Movies & TV | 1.54× | ||
| 19 | Weaving | Fashion & Accessoires | 1.51× | ||
| 20 | Mutual fund | Business & Career | 1.50× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sustainability | BALANCE | 1.39× | |
| Community Orientation | OPEN | 1.36× | |
| Need for Security | CONSERVATISM | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.84× | |
| Early Adopter Mentality | POWER | 0.87× | |
| Individualism | JOY | 0.89× |
Sustainability has an estimated audience of 4,329,958 people in India, concentrated in Maharashtra and Uttar Pradesh.
24.1% of Sustainability fans are female, 75.9% are male, with an average age of 33.7 years.
Sustainability fans show strongest brand affinity for Breaking news (1.57×), Ajit Pawar (1.58×), and Mutual fund (1.5×) over the country average.
Sustainability fans in India are most concentrated in Maharashtra (reach ~300K), Uttar Pradesh (reach ~200K), and Tamil Nadu (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Sustainability itself, the audience over-indexes on Ajit Pawar (1.58×), Mutual fund (1.5×), Public health (1.78×), and Biodiversity (2.07×) 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 Sustainability. 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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