India’s search behaviour in 2025 reveals a country in transition, learning new skills, prioritising health, rethinking work, and embracing both affordability and premium experiences at the same time. These insights emerge from Justdial’s annual report, ‘How India Searched in 2025’, which analyses millions of searches on its platform to decode evolving consumer intent across the country.
The report points to a dual-economy pattern, where cost-conscious choices and premiumisation are growing simultaneously, driven by digital adoption, inflation pressures, and a Gen Z-led cultural shift.
Beauty and Fitness emerged as the most-searched vertical of the year, signalling a decisive move away from fitness as a hobby to fitness as identity. Searches for Cricket Clubs surged 60%, transforming them into lifestyle and fitness hubs, while Fitness Centres grew 50% amid rising focus on preventive wellness. The category also saw growth in specialised services such as Cosmetic Dealers (+42%), Cricket Turf Grounds (+33%), Makeup Artists (+26%), and Karate Classes (+24%), reflecting increasing demand for niche, experience-led services.
Healthcare ranked second, underlining wellness as a daily priority rather than a reactive need. Searches for Ayushman Hospitals jumped 128%, reflecting the expansion of the scheme to include senior citizens. Lifestyle-linked health concerns drove an 88% rise in Spine Specialist searches, especially among work-from-home professionals. Demand for neighbourhood Clinics rose 56%, while Jan Aushadhi Kendras and Ayurvedic Hospitals both recorded 19% growth, indicating interest in affordable and alternative care options.
Education searches showed a sharp pivot toward a “Skill-First” economy. Digital Marketing courses rose 42%, while overseas education consultancy searches increased 35%, outpacing traditional long-duration degree interest. Integrated schooling models and senior secondary schools also saw strong traction.
Housing and mobility trends reflected changing urban lifestyles. Paying Guest accommodation for boy students rose 76%, while demand for private villas and resorts climbed nearly 50%. Coworking space rentals surged 84%, highlighting the rise of hybrid work, and Luxury Car Rentals jumped 90%, pointing to milestone-based, experience-driven consumption.
Commenting on the findings, Shwetank Dixit, Chief Growth Officer, Justdial, said the report captures how everyday India is quietly evolving. “Behind every trend is a student choosing skills, a family planning healthcare, or a household preparing for celebrations. We see a clear move towards specialised, niche choices and rising expectations,” he said.
Overall, the report concludes that India’s service economy is hyper-local, digital-first, and youth-led, searching not just to spend, but to learn, adapt, celebrate, and cope in a rapidly changing world.
