Gujarat and Rajasthan together represent one of India's largest and wealthiest regional consumer markets. Gujarat's high per-capita income and strong business class make it a premium CTV advertising environment; Rajasthan's large geographic size and growing tier 2 city economy make it a volume market. Both states have distinct language identities (Gujarati, Rajasthani/Hindi) that shape content consumption on CTV.
Gujarat CTV profile
Gujarat is one of India's most commercially significant states for advertisers:
- GDP and income: Gujarat consistently ranks in the top 3 states by GSDP; per-capita income is above national average, making it a high-value audience for premium product categories
- CTV households: Estimated 6–8 million connected TV households (2025), with Ahmedabad, Surat, and Vadodara contributing the majority
- Content preferences: Gujarati-language content appetite is high for drama serials and films; Hindi content is widely consumed, especially in business/trade communities; English content consumption is above national average in Ahmedabad/Surat urban audiences
- Business community: Gujarat's large trader and business owner community is an important demographic for financial services, B2B, and premium consumer brands on CTV
Rajasthan CTV profile
Rajasthan is geographically India's largest state, with a CTV market concentrated in Jaipur, Jodhpur, Kota, and Udaipur:
- CTV households: Estimated 5–7 million connected TV households (2025); penetration lower than Gujarat due to rural spread
- Language: Hindi is the dominant content language; Rajasthani-specific language content on streaming platforms is minimal; regional culture (Rajasthani folk, devotional content) has a niche streaming presence
- Jaipur metro: A growing IT/services city with a younger, more digitally engaged audience on CTV
- Rural Rajasthan: Large rural population; smart TV penetration is growing but slower than urban areas; connectivity quality is a constraint in desert/arid zone districts
Gujarati-language content on CTV
The Gujarati content ecosystem on streaming is better developed than Rajasthani/Hindi regional content:
| Platform | Gujarati content | CTV availability |
|---|---|---|
| Zee5 | Zee Gujarati catch-up, Gujarati films, regional dramas | Android TV, Samsung, LG, Fire TV |
| JioHotstar | Star Plus Gujarati content, some Gujarati films | All major smart TV platforms |
| MX Player | Gujarati films, short content | Android TV, Fire TV |
| Shemaroo Me | Gujarati films, bhajan/devotional content; Shemaroo is strong in Gujarati film archive | Android TV, Fire TV; limited smart TV coverage |
Shemaroo is notable for its Gujarati film archive and devotional content — content categories that over-index with the Gujarat audience. However, Shemaroo Me's CTV app coverage is narrower than the major platforms.
Buying western India CTV inventory
Geographic targeting: Gujarat and Rajasthan state-level targeting is supported by all major DSPs. City-level targeting (Ahmedabad, Surat, Jaipur, Jodhpur) is available. Smaller cities and rural areas have thinner data coverage, so geographic targeting in tier 3 and rural areas carries higher uncertainty.
Language content targeting: Gujarati-language content targeting is available on Zee5 and JioHotstar, providing a clean reach mechanism for the core Gujarati linguistic audience. For Rajasthan, Hindi-language content targeting captures the majority of the market.
CPM benchmarks (western India): Gujarat CPMs typically run at or above national average for open programmatic (₹200–₹450 for standard AVOD) due to higher advertiser competition for the premium Gujarat consumer. Rajasthan open exchange CPMs are at or slightly below national average (₹180–₹400) with lower competition outside Jaipur metro.
Festive season impact: Gujarat's festive calendar (Navratri, Diwali, Uttarayan) creates demand spikes in CTV ad spend from local and national advertisers. Navratri is particularly significant — Gujarati garba culture drives high TV and streaming viewership in October that advertisers can align with.
Relevant advertiser categories for western India CTV
- Jewellery and gold: Gujarat is India's diamond and jewellery hub. Jewellery brands (national and local) are among the heaviest CTV advertisers in Gujarat, especially around festive seasons.
- Financial services: Gujarat's strong business and trading community has high demand for insurance, mutual funds, and business banking products.
- FMCG — premium segment: Higher per-capita income in Gujarat supports premium FMCG categories (premium FMCG, health products, premium personal care).
- Auto — two-wheelers and entry SUVs: Rajasthan is a significant two-wheeler market; Gujarat is growing in the SUV category with rising incomes.
- Tourism: Rajasthan's tourism-dependent economy (domestic and international) drives advertising by travel brands, hotels, and state tourism boards targeting urban Indian audiences on CTV.