India app benchmarks.
What Indian app startups pay per install, how much of their growth is organic, and how many installs turn into signups, across 10 categories.
How Indian app categories compare
The median app in each category, with the middle half of apps shaded. Pick a metric, or open a category for its full profile.
Install to signup rate by category
Indian app startups, median app per category| Category | Median | Middle 50% |
|---|---|---|
| Gaming | 69.7% | – |
| Astrology & spiritual | 67.8% | 41.9% to 71.6% |
| EdTech | 28.7% | 13.6% to 35.3% |
| Social & community | 28.2% | 11.2% to 54.2% |
| Productivity & tools | 23.5% | 6.5% to 35.3% |
| Fintech | 20.9% | 7.9% to 31.1% |
| E-commerce | 17.0% | 7.8% to 27.8% |
| Health & fitness | 15.9% | 0.8% to 34.1% |
| Entertainment & content | 15.2% | 6.0% to 17.6% |
| Food & beverage | 2.9% | 2.1% to 13.2% |
Cost per paid install by category
Indian app startups, median app per category| Category | Median | Middle 50% |
|---|---|---|
| E-commerce | ₹18.22 | ₹10.90 to ₹33.10 |
| Productivity & tools | ₹18.76 | ₹10.10 to ₹23.10 |
| Social & community | ₹19.25 | ₹14.70 to ₹30.90 |
| Fintech | ₹21.42 | ₹14.70 to ₹63.40 |
| Health & fitness | ₹31.18 | ₹15.30 to ₹42.90 |
| EdTech | ₹67.79 | ₹37.80 to ₹80.50 |
| Astrology & spiritual | ₹112 | ₹64.70 to ₹262 |
| Entertainment & content | ₹114 | ₹69.60 to ₹303 |
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Benchmarks by category
Median app per category. † smaller sample, read as directional.
| Category | Organic share | Install to signup | Median CPI |
|---|---|---|---|
| Fintech | 61.0% | 20.9% | ₹21.42 |
| E-commerce | 66.6% | 17.0% | ₹18.22 |
| Social & community | 46.3% | 28.2% | ₹19.25 |
| Health & fitness | 47.6% | 15.9% | ₹31.18 |
| Productivity & tools | 67.5% | 23.5% | ₹18.76 |
| EdTech | 60.2% | 28.7% | ₹67.79 |
| Entertainment & content † | 75.5% | 15.2% | ₹114 |
| Astrology & spiritual † | 46.7% | 67.8% | ₹112 |
| Gaming † | 6.7% | 69.7% | – |
| Food & beverage † | 83.8% | 2.9% | – |
Three things the data says
CPI depends on category
Median CPI runs from about ₹18 for e-commerce to over ₹110 for entertainment and astrology apps.
Paid-led apps are common
About a fifth of Indian app startups get under 20% of installs organically.
India runs on Android
Nearly nine in ten installs are on Android, so test links and listings there first.
Common questions
What is a good cost per install in India?
The median paid install for Indian app startups costs about ₹20, and a signup about ₹48. It varies widely by category, from about ₹18 for e-commerce to over ₹100 for entertainment and astrology apps.
What is a good install to signup rate?
The median Indian app converts about 20% of installs into signups. Gaming and astrology apps convert far higher; food and health apps lower.
What share of Indian app installs are organic?
The median Indian app startup gets about 62% of installs organically. One in five is paid-led, with under 20% organic.
Is the Indian app market Android or iOS?
Android: about 88% of installs by Indian app startups are on Android.
What is organic install share?
Organic install share is the percentage of an app's installs that cannot be matched to a paid campaign within the attribution window, such as store search, word of mouth and untracked referrals.
How is an organic install defined in these benchmarks?
An install counts as organic when it isn't matched to a paid ad network touchpoint within a 7-day click-through window. A paid install is matched to a specific campaign through deterministic attribution.