The Indian market is large, wealthy and still has plenty of growth ahead of it, making it very attractive to businesses wanting to expand internationally. This guide will explore how best to approach digital marketing in India. From reading this guide, you will learn the current digital landscape in the country, including internet penetration rates, online trends and behaviours, device usage, and the dominant search engines and social networks. You will also learn about the complexities of language and culture in India and what this means in terms of digital marketing. Finally, you will learn how to approach e-commerce in order to achieve success in India.
Table of contents
- Introduction
- The typical Indian internet user
- Device usage in India
- Search engine marketing in India
- Social media marketing in India
- The local culture and language in India
- E-commerce in India
- Conclusion
Introduction
India is an attractive prospect to many businesses looking to expand internationally, and there are several reasons why.
The first reason is its size: it is a huge country, with the largest population in the world, which means there will likely be a market for your product.
The appeal of this market only grows stronger when you realise that, according to the International Monetary Fund, India is the fourth-largest economy in the world in terms of GDP, after only the US, China and Germany.
Looking at digital maturity, the country still has plenty of future growth ahead of it. As of April 2025, India has a population of 1.4 billion people. Of these people, around 56% are currently online. With almost half of people in India still to come online, then the reason why more and more global companies are looking towards India becomes obvious: the potential for growth is substantial. With every passing year, the internet in India is reaching a broader and broader audience and, with it, more businesses can effectively reach their target audience within the Indian market.
However, it can be challenging to enter a new market. Never fear, this guide is here to shed light on how best to harness the power of digital marketing to succeed in India.
The typical Indian internet user
Let's begin by looking at who exactly the typical internet user is in India.
There are significant inequalities in internet access in India. There is a large digital divide between urban and rural areas, as well as between the genders, with rural and female Indians having much lower levels of internet access than their urban and male counterparts. The table below shows how many Indians have ever used the internet, broken down by gender and location:
There is also an imbalance in terms of age, with internet users being mostly younger Indians. The graph below shows the distribution of internet traffic in India by age group. As you can see, 62% of internet traffic comes from users aged between 18 and 34:
The typical Indian internet user spends 6 hours and 49 minutes online every day. So, what are these people doing online? Research by Meltwater and We Are Social found that the top three reasons Indian users gave for using the internet were: finding information; staying in touch with friends and family; and watching videos, TV shows or movies.
Let's briefly turn our attention to some key concerns of Indian internet users. Online privacy is important to this group. According to recent research, 36% of Indian internet users decline cookies on websites, 28% worry about how companies might use their online data, 26% use a VPN to access the internet, and 25% use ad blocking tools.
Device usage in India
As of March 2025, 79% of internet traffic in India comes from mobile phones, 20% comes from desktop computers, and 0.6% comes from tablets.
This means that it is extremely important to have a mobile-friendly website to meet the demands of internet users and provide them with a positive user experience when interacting with your brand and website. Mobile-friendliness is also an increasingly crucial ranking factor for search engines, so not optimising your website for mobile will prove detrimental to your organic traffic.
Given the dominance of mobile, it should come as no surprise that apps are popular in India. The popularity of apps presents a big opportunity for brands wanting to target the Indian market. If you create an app, make sure to localise the language, especially if you are B2C. Make sure your app functions correctly and is valuable for users, otherwise your brand might suffer not only from poor return-on-investment but also negative reviews.
Internet speeds are faster than the global median on mobile, but slower than the global median on broadband. As of March 2025, India ranks 21st in the world for mobile internet speed, with a median speed of 138.34 MB per second. It ranks 98th for fixed broadband speed, with a median speed of 62.03 MB per second.
Given the variable internet speeds in the country, it is crucial to optimise your website for speed. If your website is too heavy and loads too slowly, this will result in higher bounce rates, meaning you could lose potential customers before they even have a chance to see what you have to offer. Google's PageSpeed Insights tool is very useful for diagnosing any speed problems with your website and suggesting what you can do to make it faster.
Search engine marketing in India
As of March 2025, Google is the most popular search engine in India, with a market share of 97%. Bing comes in second place with 1%, followed by DuckDuckGo with 1%.
Google is therefore the search engine that you must focus your SEO and PPC efforts on. If you want more in-depth information on how to succeed at search marketing on Google, we have this guide to on-page optimisation for Google and this guide to search and display advertising on Google.
However, be aware that 25% of Indian internet users use an ad blocking tool. This means you do not want to rely completely on search advertising. Your organic SEO and content marketing efforts must also be given the attention they deserve in order to reach those internet users who have turned on an ad blocker.
Preparing your website for India
Check that your geotargeting is correctly set up for your Indian website. This will vary depending on how you structure your domains, but you are likely to need hreflang tags correctly implemented to ensure that your India-targeted pages rank above your other country pages.
You should also check your website speed from within India, and if the loading speed is slow, consider hosting your website on a local server. You do not want to go through all the effort of creating, designing and localising your website, just to have those efforts undone by poor loading speeds and high bounce rates as a result.
If you sell products on your website, make sure to display prices in the local currency, use local weights and measurements, and accept local online payment methods.
And finally, make a point of creating and displaying local content, telling stories that are relatable and relevant to the local audience. This also includes the visuals and photos that accompany your written content.
Social media marketing in India
Research by Meltwater and We Are Social found that amongst its sample of Indian internet users, 61% were social media users. The average internet user spends 2 hours and 28 minutes on social media every day and uses an average of 8 social platforms every month. The most common reasons for using social media are keeping in touch with friends and family, reading news stories, and filling spare time.
So, where are Indian social media users spending their time? As you can see in the graph below, WhatsApp is the most popular social platform in India, followed by Instagram, Facebook and Telegram. All these platforms are used by more than half of all Indian internet users every month.
With 61% of Indian internet users being social media users, it is a good idea for brands to have a social media presence when targeting India. Indeed, recent research has found that social networks are the number one main channel for online brand research in the country. You should use social media to communicate and engage with potential customers, and it is also a useful way of understanding and getting to know your target audience. You should aim to create content that triggers emotions in users by offering real value or a real connection with your brand. Although you will obviously need to post localised content on your Indian social media accounts that caters to your audience in the country, your social media strategy will not differ significantly for India compared to how you do it for other countries. For example:
- WhatsApp is a hugely popular messaging platform and could be used by your brand as a way of providing customer service. Depending on your sector, customers may welcome this as a convenient way to communicate with your business and ask you questions.
- Instagram is a great platform for B2C brands to be on, particularly if your products are in a visually-appealing sector such as fashion, design, cosmetics or travel. The way the platform is used in India is very similar to other countries in the world, and the advertising options remain the same – but naturally, you would need to create a localised account that caters to your audience in the country and is relevant to them. We have an in-depth guide to marketing on Instagram, if you want more detailed information about this.
- Facebook is a great platform to be on if you are a B2C brand. By posting regular, engaging content, you have a huge opportunity to engage with potential clients and drive sales. Not only that, but Facebook's highly specific targeting capabilities mean that you can use Facebook advertising to reach new users who fit your target audience profile perfectly. We have an in-depth guide to advertising on Facebook, if you want more detailed information about this.
- Telegram is a messaging platform that you could use as a way of providing customer service. Users may appreciate being able to communicate with you directly from their phone. On Telegram, it is possible to create channels to broadcast messages to your audience, which could prove to be a good way to promote your brand and build brand awareness. It is also possible to create groups if you want to build more of a community. You can also create chat bots to help you answer any frequently asked questions in a more speedy and efficient manner.
Of course, you do not need to be on every social media platform; you only need to be where your audience is. Research your industry and your audience before entering the market, see what platforms they prefer and prioritise them. Bear in mind that your audience will most likely be present on multiple platforms and interact with you across all of them, but they will not want to see the same things from you on all of them. Your content strategy should take into consideration both who your audience is and where they are interacting with you.
The local culture and language in India
Culture
When entering any new market, it is very important to be aware of the local culture and to adapt your marketing collateral appropriately. One way you can examine the Indian culture is through the lens of Hofstede's cultural dimensions.
India has a fairly high score of 77 for power distance. This means that:
- Authority is respected and hierarchies are adhered to.
- When doing B2B marketing, focus on targeting the senior decision-makers. There is little point in targeting personas in more junior roles, as they do not have much input into purchasing decisions.
- It is important to highlight your own authority on your website – for example, by prominently featuring your senior management team.
India has a fairly low score of 24 for individualism. This means that:
- India is a collectivist society. In collectivist societies, people tend to see themselves as part of a group, rather than a standalone individual. They are loyal to their group, strive for group harmony, and value the wellbeing of the group.
- Emphasise how your product or service can benefit the group.
- Celebrity endorsements work well, since celebrities are seen as influential members of the group – and people are quick to copy their behaviours.
- Looking more at B2B, make sure to spend time nurturing a personal relationship with your prospective clients, as interpersonal relationships are seen as very important.
India has a score of 56 for motivation towards achievement and success, placing it around the middle of the spectrum. This means that:
- Being successful is important, but so is having a good quality of life and having a work-life balance.
- Use a mix of messaging, mentioning how your products or services can help boost both success and wellbeing.
India has a fairly low score of 40 for uncertainty avoidance. This means that:
- People are comfortable with uncertainty. They are adaptable, pragmatic and flexible.
- With regards to marketing, this means that they are comfortable with general statements about products and services.
- They want to know about the benefits of your products, but do not care so much about the exact details of how they work.
- Explain your offerings in terms of their results, not their detailed processes.
India has a score of 51 for long-term orientation, placing it around the middle of the spectrum. This means that:
- People are interested in the past, present and future. Tradition is valued, but so is innovation.
- Use a mix of messaging to appeal to both short-term and long-term orientations.
- Talk about how your product or service can help the customer both immediately and in the future, since both quick, instant results and long-term benefits are valued.
India has a fairly low score of 26 for indulgence. This means that:
- India is quite a restrained society.
- People are good at controlling their impulses and desires – and may in fact see indulgence as a negative thing.
- When coming up with your marketing messaging, make sure not to come across as promoting something overly extravagant or gaudy, as this may be seen as distasteful.
From our experience helping global brands succeed in the Indian market, we can add that brand loyalty is quite high, so if you manage to earn the custom of an Indian consumer, you may have gained a long-term customer.
You should also be aware that word-of-mouth is an important part of the Indian buyer's journey. For this reason, it is vital to provide customers with a positive experience of your brand (e.g. by providing excellent customer support), so that people only have positive things to say about your brand when they discuss it with others.
Be aware that religion is an important part of Indian society, with the majority (80%) of Indians identifying as Hindu, along with 14% identifying as Muslim, 2% as Christian and 2% as Sikh. Make sure to be respectful in your content and do not publish anything that could be seen as offensive in these religions (particularly Hinduism).
Language
When targeting India, make sure to create content in the local language(s), rather than trying to target them using English. The EF English Proficiency Index ranks India as having "low" English proficiency, so any attempt to use English to reach people in India will not be successful. Furthermore, using English will give the impression that you do not really care about the market, since you cannot be bothered to communicate with them in their language(s), which would give a poor impression of your brand.
So, what language should you use when targeting India? The answer is not as straightforward as you might think. India is a multilingual country with a whopping 22 official languages, plus many other languages which do not have "official" status.
According to WorldAtlas, the top seven most commonly spoken languages in India are:
- Hindi (528 million speakers)
- Bengali (97 million speakers)
- Marathi (83 million speakers)
- Telugu (81 million speakers)
- Tamil (69 million speakers)
- Gujarati (55 million speakers)
- Urdu (51 million speakers)
The map below shows how the speakers of the different languages are distributed across India:
With such broad linguistic diversity, it is very important to conduct market research to find out which language(s) it would be most appropriate for your brand to use in India, taking into account your industry, your specific target audience, and your specific target region. This will ensure that you create your website and marketing content in the most appropriate language(s) that will bring you the best results.
Translation and copywriting should always be done by a professional native speaker. Only a native will have a proper grasp of the local linguistic and cultural nuances and be able to create content that will truly resonate with your local Indian audience.
Be aware that people in India will think poorly of you if you have mistakes in your written content. If your content contains linguistic errors or if a translation does not make sense, your brand image could be damaged, with the poor-quality content gaining you a reputation as an unprofessional company.
When translating your content, be aware that your content may end up being a different length. Therefore, be prepared to provide guidance on character limits and the space available for content on your webpage, and be conscious of how this can have an impact on things like your calls-to-action and product descriptions.
Turning to calls-to-action, do not directly translate your calls-to-action from English, as a direct translation is unlikely to resonate and work well in India. Instead, do some research to find out which calls-to-action are commonly used online in India in your sector.
It is also important to think about your keywords. Keywords should never be translated; instead, you should always conduct local keyword research. This is because a translation will probably not produce keywords that have the most impact in the target market. Only fresh keyword research conducted by a native speaker will reveal the best keywords to target. The video below explains in six minutes why you should never translate keywords:
E-commerce in India
E-commerce still has plenty of growth ahead of it. Only 8% of Indians have made a purchase using a mobile phone or the internet in the past year. The B2C e-commerce market in India is worth the equivalent of USD 59 billion annually. The average Indian B2C shopper spends the equivalent of USD 248 online per year.
So, what are people in India buying online? The consumer goods categories with the highest annual spend are food, fashion and electronics.
The main drivers of online purchases are key indicators as to what Indian users value most when making their online purchasing decisions, giving you an opportunity to understand what is best to highlight in your marketing collateral and calls-to-action, so that you can convert leads into customers. Free delivery is the top driver of online purchasing behaviour in India, with 48% saying this would encourage them to buy. This is followed by an easy returns policy with 40% and coupons and discounts with 33%.
Looking at e-commerce payment methods, digital wallets are the most popular option, accounting for 64% of online purchases in 2024. Credit cards come in a distant second place, accounting for 17% of online purchases. It is therefore essential to offer digital wallets as a payment option when targeting the Indian market. The most popular digital wallets in India are Google Pay, PhonePe and Paytm.
Another important thing to remember is to ensure you are selling in the correct currency: Indian rupees (₹ or INR). This may sound obvious, but you would be surprised how many businesses see poor results simply because they have neglected to localise the currency on their website.
Alternatively, you could sell your products on an e-commerce marketplace. The most popular e-commerce marketplace in India is Amazon, followed by Flipkart, IndiaMART, Meesho and OLX. If you want to sell your items on an online marketplace, Amazon should therefore be your first choice when targeting India.
Once you have sold a product, you still need to get it to the customer. The most popular e-commerce delivery method in India is home delivery, so it would be wise to offer this delivery option (if applicable).
Be aware that there are seasonal fluctuations in the Indian e-commerce calendar, when people are more likely to buy. The most important time around which online sales increase in India is October, during the run up to the important Hindu festivals of Diwali and Dussehra. The two biggest e-commerce platforms in India hold sales during this time, during which big discounts are applied to many products and online shoppers come out in force – Amazon's sale is called Great Indian Festival and Flipkart's sale is called Big Billion Days. Other important buying holidays include New Year (January), Ramadan (March to April), Rakhi (August) and Christmas (December). Make sure you tap into this seasonality when selling your products and coming up with your marketing materials.
Conclusion
With a huge population and the world's fourth-largest economy, India is an exciting and highly attractive market for many global brands. What is more, brand loyalty is big in this country, so if you manage to gain the trust of an Indian consumer, you may have just gained them for the long term. We hope this guide has given you a good starting point from which to build your Indian success story. If you localise your strategy effectively, your digital marketing and business expansion efforts in the country have the potential to go far. Good luck!
To learn more about digital marketing in India, click here.
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