Is the majority of India missing out on Hobbies?
Sherlock AI
Consumer Behavior AI for precision targeting using real world & digital signals
Hobbies are essential for humans as they provide an outlet for creativity, relaxation, and personal growth. Engaging in enjoyable activities brings joy, fosters new skills, and offers a break from daily demands. Hobbies encourage self-discovery, connect us with like-minded people, and promote overall well-being.
It is disheartening to witness how the concept of "hustle" has consumed our society, causing us to neglect the beauty and importance of hobbies. In a country like India, renowned for its rich arts, crafts, and creativity, it is a tragedy to see these cherished pursuits take a backseat. Our passion for hobbies, be it painting, music, writing, or any other artistic endeavor, has long been a cornerstone of our cultural identity.?
Sherlock AI dives into understanding the different types of hobby related ‘stores’ such as bookstores, music stores, gamings & rentals, toy stores and identifies the different trends pan-India. By the way, did you know that Sherlock AI is among the world’s leading consumer analytics platforms which understands the consumer behavior of 350 million + consumers and identifies their visitation patterns, purchase behaviors to psychographically and behaviorally understand consumers?
Sherlock dives into each district of India to identify how many people actually visit a hobby related store!
There is a lot of shocking information to digest from the above detailed analysis by Sherlock. Did you know that among all the districts in India, people from Thrissur lead all other districts in terms of number of people visiting bookstores? Almost feels like this one came out of the blue!!
For the uninitiated, Thrissur is the third largest district in Kerala and just the 21st largest in India. Feels very weird that such a district is topping the list in terms of absolute visitation? Actually not! Apart from being among the most multicultural regions, Thrissur actually boasts of a ~96% literacy rate!! And is actually the home for multiple publishers as well as book shops!
We have a lot of other interesting names in the top 6 districts for Books including Mysore and Aligarh, which are both known for the kind of literacy and learning among individuals.
Gaming is probably the most obvious with most of the usual suspects occupying the top spots- including the metro cities like Bangalore, Hyderabad, Mumbai and Thane. Agra and Patna are interesting entries.
Music is driven by some of the multi-cultural and ‘traditional’ cities such as Agra (birthplace of Hindustani Classical and Sufi music which flourished under King Akbar), Rajkot (the vibrant and highly cultural city in Gujarat known for its arts & crafts) and Kolkata, with Pune, Hyderabad and Bangalore following suit.?
Toy Stores segment is probably among the ones with no big surprises. It’s almost as if someone is looking at districts which have higher populations, a good affluent mix and high purchasing power. Another interesting thing to note is the dominance of Mahrastrian districts (4 out of 6!)? in this list (Mumbai City, Nashik, Mumbai Rural, Pune). The only remaining spots are captured by the two other southern metros- Bangalore and Hyderabad.
When we talk about the major districts, it’s clear that Mumbai (both city and suburban) along with Hyderabad and Pune clearly outperform all other cities. Apart from specific niches, the other cities don’t have a ‘diversified’ hobby base. For example: Bangalore leads the way (among all the other cities in comparison) when it comes to Gaming and similarly, Kolkata is the clear leader in Music. Apart from leading in a category, the other cities have nothing much to capitalize on (as a normalized comparison with the other major districts, as seen below)
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So far we have talked about how many people visit different types of hobby stores. But how about the total number of such stores actually available across different states?
Is the distribution unequal and skewed? Let’s find out!
From a total number of such hobby stores (POIs) perspective, the list is actually logical!
We have Uttar Pradesh (biggest state in terms of population and number of districts!) leading the fray followed by Maharashtra, West Bengal, Tamilnadu, Telangana, Karnataka and Rajasthan. It’s interesting to see UP being the clear leader in the Bookstores and Comic Stores segment, (almost 50% higher number of stores than the #2 states which is Maharashtra). Maharashtra is the clear winner when it comes Gaming & Toys. Gaming wise Maharashtra almost 100% more stores than #2 (UP), and 70% more in the Toys Space compared to the second contender (Tamil Nadu).?
These hobbies are not mere distractions or frivolous pursuits; they are the very essence of our souls. They allow us to express ourselves, explore our imagination, and find solace in the chaos of daily life. Hobbies fuel our creativity, nurture our mental well-being, and connect us to our roots. They are a reminder of the true essence of our being, transcending the endless race for success and reminding us of the intrinsic value of self-expression. Let us not forsake the essence of who we are and rediscover the profound significance of hobbies in our lives, reclaiming our creative spirit and embracing the arts that have shaped our culture for centuries.
Do you wish you could just reach out to the hundreds of thousands of consumers who
Sherlock AI analyzes consumer behavior, visitation patterns and is able to precision target these consumers (and so much more!) across social media platforms!
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