India GEO: In-depth Look Into Audience, Verticals, and Ad Specifics

India, with its vast and diverse population, offers a unique landscape for traffic arbitrage and affiliate marketing. This article examines the audience characteristics, the most effective traffic verticals in India, the legal status of online gambling in India, and cultural nuances that advertisers should consider when running ad campaigns in GEO India.

Audience in India

India is the second-most populous country in the world, with a population of over 1.45 billion as of 2024. The median age is 28.2 years, indicating that the country is home to a predominantly young demographic that is digitally savvy and consistently engaged with online content. In fact, India's young target audience is well-positioned for mobile-first experiences, making it an ideal target for performance marketing efforts.

India is also a religiously diverse country. Hindus comprise around 79.8% of the population, followed by Islam, Christianity, and other faiths. Hence, advertising campaigns that touch on religious themes or symbols must be crafted carefully to avoid offending any community.

Hindi is the primary language for approximately 43.63% of the population, while English is also extensively used for official and administrative purposes. There are many local dialects to consider when targeting specific states or cities. 

By 2023, over 692 million people in India were connected to the Internet, making it one of the largest Internet user bases globally. However, the Internet penetration rate remains around 48.7%, indicating room for growth, particularly in rural and semi-urban areas. Mobile phone usage is also on the rise, with the majority of Internet traffic originating from smartphones. 

Mobile traffic (78,3%) in India prevails over desktop traffic (21.6%). According to official statistics, 97.1% people aged 15-29 use mobile devices (including smartphones).

India's wealthiest cities, such as Mumbai, Delhi, Bengaluru, and Hyderabad, are prime locations for affiliate marketing. The average monthly salary in India is approximately 32,000 INR ($364), with the wealthiest workers aged 35 to 44 years. 

Top ad verticals in India

When it comes to traffic arbitrage and affiliate marketing in India, specific verticals consistently outperform others due to the country’s evolving consumer preferences and digital behavior.

• E-commerce. Major platforms like Amazon, Flipkart, and Myntra are not just leading the E-commerce sector but also provide lucrative CPA marketing and affiliate marketing opportunities.

• Fintech is another booming vertical with digital wallets, UPI payments, and peer-to-peer lending gaining traction. Services like Paytm, PhonePe, and Razorpay are gaining popularity – consider them or similar offers.

• Health and nutra. The Indian population has become more health-conscious, especially in the aftermath of the pandemic. This interest in fitness, supplements, and mental wellness has led to an increased demand for related products. Brands offering weight loss products, fitness equipment, and mental wellness apps are prime targets for performance marketing campaigns.

• Education. With the rise of edtech platforms such as Byju’s, Unacademy, and Vedantu, the Indian education market has undergone a significant shift toward online learning. Affiliate marketers who promote online courses, test preparation materials, and skill development platforms find great potential in this sector.

• Travel. As travel restrictions lift, people are eager to book holidays, explore new destinations, and plan domestic getaways. Travel agencies, airlines, and hotel chains that offer affiliate marketing programs present profitable opportunities for advertisers targeting India’s growing middle class.

Dating is another popular vertical – Indians are open to communication and relationships. However, different apps are serving different audiences. Be mindful when working with specific offers. 

Source: Marketing Weekly

What about gambling and betting verticals? iGaming is a grey area for advertisers – let’s delve into the details. 

iGaming and Betting in India

Source: iGamingToday

The Indian gambling market revenue is expected to show an annual growth rate (CAGR 2025-2029) of 2.97%, resulting in a projected market volume of $9 bln by 2029. Sports betting, particularly cricket, has been a significant contributor to this growth, with the betting market alone estimated to be worth $6.91 billion in 2024.

In August 2025, the Indian government passed the Promotion and Regulation of Online Gaming Act. While the Act aims to promote e-sports and social gaming segments, it seeks to ban all forms of real-money games and their advertisements. Despite these legal challenges, the demand for online gambling in India remains high, with a significant portion of the market operating through offshore platforms. 

The most popular online casinos in India are:

• 1xBet

• 4rabet

• Jackbit

• Batery

• Puntit

• Rajabets

• Dafabet

Cultural specifics to consider for ads

Understanding India’s cultural diversity is crucial for advertisers looking to engage effectively with Indian consumers. With more than 2,000 distinct ethnic groups and hundreds of languages spoken across the country, crafting culturally relevant campaigns is essential.

Here’s what you should consider to run ad campaigns in India:

• This is a Tier 3 country with below-average salaries and a mentality that differs from Tier 1 and Tier 2. Hence, you need to employ alternative advertising approaches.

• Avoid using heavy content and videos: the average Internet speed in this country does not exceed 20 Mbps. Host your site only on local hosting to ensure faster load times. Don’t use high-quality images on the site. Pages with heavy content load too slowly, and the person will likely leave without performing the target action.

• India’s festivals are also an important consideration. Major celebrations, such as Diwali, Holi, Eid, and Christmas, have a significant impact on consumer behavior, with people spending more during these times.

• Focus on the emotional component of advertising: aggressive offers and loud promises are especially relevant in India.

While English is widely spoken in urban areas, local languages can appeal to larger audiences, particularly in non-metro regions. When working with online traffic in India, you can also use regional languages to increase the conversion rate of ad campaigns.

The same applies to cultural symbols – they resonate with people and attract their attention.

Promote non-expensive offers that won’t immediately strain the average Indian's wallet. Focus on bonuses: they work well in India GEO.

There are many sensitive topics in Indian society: the caste system, religious conflicts, criticism of the government, women's rights, gender equality, sexual violence, alcohol and drug use, family issues, and economic inequality. It's essential to consider these nuances when interacting with the Indian audience to avoid misunderstandings and conflicts.

Lastly, mobile-first is a critical principle in India. With the majority of Internet traffic now coming from mobile devices, it’s better to optimize affiliate marketing campaigns for mobile use. 

Payment options

Credit and debit cards (such as VISA, Maestro, or MasterCard) are the most popular deposit options among Indian gamers. Additionally, online casinos accept a variety of e-wallets, including the most widely used ones (Neteller, Skrill, Jeton, NetWallet, POLi, and EcoPayz). Local players also utilize India-based payment methods, such as Paytm or UPI. It is recommended to work with the local currency (Indian Rupee) to avoid conversion fees.

Closing words

India represents a dynamic and promising market for traffic arbitrage and affiliate marketing, with its growing digital landscape and a wide array of well-performing ad verticals. However, effective advertising in India requires careful consideration of cultural nuances and audience preferences. 

EVADAV's extensive expertise in working across diverse geographies, including India, enables advertisers to launch and optimize campaigns effectively. We support proven advertising formats coupled with essential optimization tools, providing the ideal platform for testing and scaling.

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