Share of search in India: nine categories, five years of data
Share of search moves before market share and can be read entirely from public data. So we read it for nine Indian categories, every month for five years, and published the numbers.
Across nine Indian categories from November 2021 to September 2026, Ather rose to 62.2% of electric two-wheeler brand search as Ola Electric fell to 14.7%, Groww overtook Zerodha in stockbroking, Blinkit leads quick commerce with 56.4%, and Birla Opus reached 11.0% of paints from nothing. The monthly data is free to download.
Download the data (CSV) Monthly, November 2021 to September 2026. Free to use with attribution.
What the index shows
- Electric two-wheelers moved most: Ather rose to 62.2% of the set's branded search as Ola Electric fell from 48.7% to 14.7%.
- In stockbroking, Groww (40.1%) has led Zerodha (30.2%) every month since September 2025.
- Blinkit holds 56.4% of quick-commerce brand search; BigBasket fell from 44.5% to 4.9%.
- Birla Opus went from no measurable search interest to 11.0% of decorative paints, ahead of two established brands.
- PhonePe (37.0%) has overtaken Paytm (35.6%), which held 67.8% at the start.
- Swiggy and Zomato are level at about half each, and the lead has changed hands repeatedly since November 2024.
Share of search is the proportion of branded search interest a brand captures against its named competitors. It tends to move before market share, which is why it is worth reading early; we explain the measure in share of search, the brand metric that leads revenue, and how to build it yourself in how to measure share of search.
Quick commerce: Blinkit pulled away
BigBasket held 44.5% of the set's branded search when the series begins and 4.9% now. Blinkit rose from 13.1% to 56.4% (the brand took the Blinkit name in December 2021, so its line starts from zero) and has led every month since February 2025, after Zepto held the lead from October 2024 to January 2025. Zepto sits at 28.0% and Swiggy Instamart at 10.7%. Read BigBasket with care: it is a scheduled grocery service as well as a quick-commerce one, so part of its fall is likely the category changing shape rather than a brand losing.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Blinkit | 13.1% | 50.8% | 56.4% | +5.6 pts |
| Zepto | 21.1% | 31.6% | 28.0% | -3.6 pts |
| Swiggy Instamart | 21.4% | 12.3% | 10.7% | -1.6 pts |
| BigBasket | 44.5% | 5.2% | 4.9% | -0.3 pts |
Food delivery (company brands): level, and swapping the lead
Zomato held 61.5% at the start. The two are now level, 50.9 to 49.1 in Swiggy's favour, and the lead has changed hands repeatedly since November 2024. Searches for Swiggy include people looking for Instamart, so this is interest in the company brands rather than in food delivery alone.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Swiggy | 38.5% | 49.3% | 50.9% | +1.6 pts |
| Zomato | 61.5% | 50.7% | 49.1% | -1.6 pts |
UPI payment apps: Paytm lost half its share; PhonePe took the lead
Paytm fell from 67.8% to 35.6%. PhonePe rose from 13.6% to 37.0%, first overtook Paytm in October 2025 and has led since May 2026. Paytm's own peak, 75.6% in February 2024, was the month the RBI restricted Paytm Payments Bank: attention, not demand. Google Pay holds 21.5% and CRED 5.9%. Search share is not payment share: Paytm's searches include its share price and its banking news, and an app used daily from the home screen rarely needs searching for.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| PhonePe | 13.6% | 36.5% | 37.0% | +0.5 pts |
| Google Pay | 15.8% | 17.8% | 21.5% | +3.7 pts |
| Paytm | 67.8% | 39.2% | 35.6% | -3.6 pts |
| CRED | 2.7% | 6.5% | 5.9% | -0.6 pts |
Stockbroking: Groww overtook Zerodha
Zerodha's share fell from 61.2% to 30.2%, while Groww rose from 14.4% to 40.1% and Angel One from 3.2% to 21.2%. Groww first led in January 2024 and has led every month since September 2025; its spike to 52.1% in November 2025 was the month of its stock market listing. Dhan is left out of the share: the word also means wealth in Hindi and appears inside other names, which would overstate it.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Zerodha | 61.2% | 33.5% | 30.2% | -3.3 pts |
| Groww | 14.4% | 33.1% | 40.1% | +7.0 pts |
| Upstox | 21.2% | 10.2% | 8.6% | -1.6 pts |
| Angel One | 3.2% | 23.2% | 21.2% | -2.0 pts |
Electric two-wheelers: the largest shift in the index
Ola Electric held 48.7% of the set's branded search at the start and 14.7% now. Ather rose from 35.2% to 62.2% and has led every month since September 2025. Ola Electric's peak search interest came in August 2024, the month of its stock market listing, a reminder that attention and buying intent are not the same thing. TVS iQube (13.5%) and Bajaj Chetak (9.5%) have held steadier.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Ola Electric | 48.7% | 39.1% | 14.7% | -24.4 pts |
| Ather | 35.2% | 38.1% | 62.2% | +24.1 pts |
| TVS iQube | 7.6% | 13.7% | 13.5% | -0.2 pts |
| Bajaj Chetak | 8.5% | 9.1% | 9.5% | +0.4 pts |
Decorative paints: a new entrant reached double digits
Asian Paints still holds 72.1%, down from 77.6%. Birla Opus first registered search interest in September 2023 and now holds 11.0%, ahead of Nerolac (7.6%) and Berger Paints (7.3%). Indigo Paints holds 2.0% and is shown in the table only, to keep the chart to four lines.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Asian Paints | 77.6% | 75.6% | 72.1% | -3.5 pts |
| Berger Paints | 12.1% | 7.3% | 7.3% | +0.0 pts |
| Nerolac | 6.4% | 7.1% | 7.6% | +0.5 pts |
| Birla Opus | 0.0% | 8.3% | 11.0% | +2.7 pts |
| Indigo Paints | 3.8% | 1.7% | 2.0% | +0.3 pts |
Domestic airlines: attention is not demand
IndiGo leads with 55.6%, close to where it started. Air India rose from 33.5% to 37.8%. Its only month in the lead was June 2025, the month of the Ahmedabad crash, which is why every spike in share of search needs a cause attached before anyone reads it as demand. SpiceJet fell from 12.2% to 3.6%; Akasa Air grew from almost nothing to 3.0%.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| IndiGo | 54.0% | 54.9% | 55.6% | +0.7 pts |
| Air India | 33.5% | 37.6% | 37.8% | +0.2 pts |
| Akasa Air | 0.2% | 3.1% | 3.0% | -0.1 pts |
| SpiceJet | 12.2% | 4.3% | 3.6% | -0.7 pts |
Mobile networks (prepaid recharge): measured on recharges, not names
Bare searches for Jio or Airtel also match streaming, banking and finance brands, so this category uses prepaid recharge searches instead. Jio leads with 44.4%, Airtel follows with 34.9%. BSNL briefly led in July 2024, the month the private operators raised tariffs, and has since fallen to 10.2%. Vi holds 10.6%.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Jio | 37.6% | 43.2% | 44.4% | +1.2 pts |
| Airtel | 37.3% | 32.6% | 34.9% | +2.3 pts |
| Vi | 8.1% | 9.7% | 10.6% | +0.9 pts |
| BSNL | 17.0% | 14.5% | 10.2% | -4.3 pts |
Beauty e-commerce: one brand owns the search
Nykaa holds 91.4% of branded search against Purplle's 8.6%. Tira Beauty, Reliance's beauty platform, is left out because its volume sits below the level at which Google Trends reports a value.
Data table
| Brand | Start of series | A year ago | Last three months | Change in a year |
|---|---|---|---|---|
| Nykaa | 95.5% | 91.1% | 91.4% | +0.3 pts |
| Purplle | 4.5% | 8.9% | 8.6% | -0.3 pts |
How the index is built
Each category is one Google Trends request for India over five years at weekly resolution, with every brand in the set compared inside that request, so all of them share one scale. A brand's monthly share is its summed weekly interest divided by the summed interest of the whole set. The partial first and last months of the window are dropped. The data was retrieved on 2026-10-14.
The search terms are the names people type. Where a bare name collides with something else, the term is qualified or the brand is left out, and the reason is published below. Google Trends reports relative interest on a 0 to 100 scale and rounds very small values to zero, so brands with little search volume read as zero rather than as small.
| Category | Search terms | Left out of the share |
|---|---|---|
| Quick commerce | Blinkit, Zepto, Instamart, BigBasket | None |
| Food delivery (company brands) | Swiggy, Zomato | None |
| UPI payment apps | PhonePe, Google Pay, Paytm, CRED | None |
| Stockbroking | Zerodha, Groww, Upstox, Angel One | Dhan: also the Hindi word for wealth, and part of other names such as Jan Dhan |
| Electric two-wheelers | Ola Electric, Ather, TVS iQube, Bajaj Chetak | None |
| Decorative paints | Asian Paints, Berger Paints, Nerolac, Birla Opus, Indigo Paints | None |
| Domestic airlines | IndiGo, Air India, Akasa Air, SpiceJet | None |
| Mobile networks (prepaid recharge) | Jio recharge, Airtel recharge, Vi recharge, BSNL recharge | None |
| Beauty e-commerce | Nykaa, Purplle | Tira Beauty: below the threshold at which Google Trends reports a value |
What it does not tell you
Share of search measures attention, not sales. A spike can be news, a share price, a controversy or a launch, so every movement needs a cause before it is read as demand. It also only counts search engines: in India a growing share of discovery starts on marketplaces, YouTube and quick-commerce apps, which we cover in share of search in the Indian market. Read it as a leading question about a market, not a verdict on it.
Use and citation
The data is free to use, quote and republish under a Creative Commons Attribution 4.0 licence. Please cite it as: Colleviate Share of Search Index, India, October 2026, colleviate.com, with a link to this page. Source data: Google Trends.
If your category is not here, the same read can be built for any competitive set, and it is the first page of every growth audit we run.
Questions we get asked
What is the Colleviate Share of Search Index?
A monthly measure of each brand's share of branded search interest against its named competitors, for nine Indian consumer categories from November 2021 to September 2026, built from Google Trends and published with the data.
Where does the data come from?
Google Trends, for India, at weekly resolution over five years. Each category is a single request with every brand in it, so the brands share one scale and their shares can be compared directly.
Does share of search predict market share?
It tends to lead it, because people search during consideration, before they buy. Research popularised by Les Binet and the IPA found that changes in share of search tend to precede changes in market share by several months. It measures attention, so a spike needs a cause before it is read as demand.
Can I use the data?
Yes. It is published under a Creative Commons Attribution 4.0 licence: use, quote and republish it with credit to the Colleviate Share of Search Index and a link to this page.
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