Decoding Astrotalk's Customer Psychology

Astrology has long been woven into the cultural fabric of India, but recently it has moved from the background to center stage, especially with the rise of platforms like AstroTalk, which is expected to hit ₹650 crore in revenue this financial year.

This shift has sparked a broader conversation about astrology's appeal and the misconceptions surrounding who consumes these services. Let's dive into how astrology is booming in unexpected markets and how it ties into consumer psychology.

The Surprising Growth of AstroTalk

In a conversation with a venture capitalist a few years ago, they remarked that astrology wouldn’t work in tier 1 cities — they assumed it was a practice more suited to tier 2 and tier 3 markets.

However, recent data proves otherwise. Today, 85% of AstroTalk's revenue comes from tier 1 cities, with its main audience being people aged 18 to 35.

This demographic shift demonstrates that urban professionals are turning to astrology, defying traditional assumptions.

AstroTalk’s success isn't just about predicting the future; it taps into a much deeper human need—the need for certainty.

In a world where life feels increasingly unpredictable, astrology offers a sense of control, a way to make sense of uncertainties in careers, relationships, and personal life.

Understanding the Real Appeal: It’s About Certainty

Astrology is not just selling advice; it’s selling certainty. Whether it's relationships, career decisions, or health, the core pain point for many individuals is uncertainty in their lives. When people, particularly younger professionals, experience failure or setbacks, they often turn to astrology for guidance. This trend is no longer limited to their parents or the older generation.

For example, one of our clients at What Customer Thinks Consulting (WCT), an astrology business, faced an unusual problem: the founder noticed that although people were consuming their content on LinkedIn, they weren’t engaging publicly by liking or commenting on posts. Why?

Because liking astrology content on a professional platform might make one appear “old-fashioned” or “vulnerable.” People might believe in astrology privately, but hesitate to show it in a public forum.

Tier 1 vs Tier 2 & 3: A False Dichotomy

There is a widespread assumption that astrology appeals more to people in tier 2 and tier 3 cities, while tier 1 consumers are "too rational" for it. But this assumption misses the mark.

The belief that astrology primarily appeals to lower-income or less-educated audiences overlooks the reality: urban elites often consume these services too—they just do it privately. In fact, astrology has become a tool for managing the anxiety and unpredictability of fast-paced urban life.

At What Customer Thinks Consulting, we've seen that this tier-based thinking often leads companies to misunderstand their audiences. As a result, they miss out on opportunities to tap into hidden markets. Astrology is one of many examples where superficial data can be misleading.

Why Astrology is More Than a Trend

The boom of astrology businesses like AstroTalk is more than just a passing trend. The astrology industry in India is becoming a formalized market, with AstroTalk set to raise $40 million as part of a pre-IPO round. The platform's profitability, its expansion into vernacular languages, and even its 13,000 astrologers (7,500 of whom are active) signal that astrology is here to stay.

But why? Because at its core, astrology taps into universal psychological needs. When life feels out of control, people seek out ways to regain a sense of stability. Whether it's through consultations on relationships, career decisions, or spiritual guidance, the common thread is the human desire for certainty.

The Hidden Consumer: Why Astrology Isn’t Just for the Vulnerable

Astrology’s appeal stretches across social strata. It's not just for people facing life crises; even highly successful individuals use astrology services to navigate the uncertainties that come with ambition and success. However, the fear of appearing vulnerable or old-fashioned means that many high-income users consume these services silently.

This insight comes from our extensive research at WCT, where we helped businesses understand why their engagement on certain platforms didn’t match the consumption. For the astrology client mentioned earlier, the issue wasn’t that people weren’t interested in their content—they just didn’t want to engage with it publicly. Recognizing this behavioral insight allowed our client to stop expecting likes or comments and focus instead on creating content to build trust and recall over time.

Final Thoughts: The Psychology Behind Astrology’s Appeal

AstroTalk's story is a powerful reminder that businesses often miss the deeper motivations driving their customers. At WCT, we’ve worked with over 100 brands to uncover the psychological and emotional drivers behind consumer behavior. Astrology’s growth, particularly in tier 1 cities, highlights how important it is to dig deeper than surface-level insights.

The astrology business isn’t about predicting the future—it’s about providing people with something they desperately crave: certainty in an uncertain world. Understanding this emotional driver is key to unlocking new markets, no matter the industry.