7 · Where They Live
Which apps and places do these cardholders use?
Each number is a multiple of the average Indian smartphone user. Click a persona row to hold it across the other screens.
How much more likely
How likely each group is to use each app
Read each cell as a multiple. “2.1x” means this group is 2.1 times as likely to use that app as the average Indian smartphone user. 1.0x is average.Below average < 1.0xAverage 1.0xStrong 1.5x+Where they live 2.0x+
| Persona | Swiggy/Zomato | Amazon | Flipkart | Myntra | MakeMyTrip | Uber | Zerodha/Groww | YouTube | Tata Neu | ||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Metro multi-carder | 1.8x | 1.6x | 1.0x | 1.4x | 1.9x | 1.7x | 1.9x | 1.9x | 1.3x | 1.1x | 1.2x |
| Virgin prime | 1.2x | 1.3x | 1.3x | 1.1x | 1.0x | 0.9x | 1.0x | 1.0x | 1.2x | 1.3x | 1.1x |
| Lapsed prime | 1.5x | 1.4x | 1.2x | 1.2x | 1.3x | 1.3x | 1.4x | 1.3x | 1.4x | 1.1x | 1.0x |
| Credit-graduated | 0.8x | 1.0x | 1.4x | 0.9x | 0.6x | 0.7x | 0.8x | 0.6x | 1.3x | 1.5x | 0.9x |
| PSU / tier-2 carder | 0.7x | 0.9x | 1.5x | 0.8x | 0.6x | 0.5x | 0.7x | 0.5x | 1.2x | 1.6x | 0.9x |
| Co-brand shopper | 1.9x | 2.0x | 1.9x | 1.7x | 1.1x | 1.3x | 1.0x | 1.0x | 1.4x | 1.1x | 1.5x |
| Young high earner | 1.9x | 1.5x | 1.1x | 1.6x | 1.3x | 1.8x | 2.1x | 2.0x | 1.7x | 1.2x | 1.0x |
Audience sizing
Reachable audience, all personas
YouTube49.7M
Instagram46.6M
Amazon44.0M
Flipkart41.8M
Swiggy/Zomato35.6M
Myntra27.0M
Uber20.8M
LinkedIn20.3M
Zerodha/Groww17.8M
Tata Neu15.2M
MakeMyTrip14.2M
Partner map
Co-brand card ↔ partner app
- Amazon Pay ICICIAmazon · Co-brand statement placements
- Flipkart AxisFlipkart · Checkout and Big Billion Days
- Swiggy HDFCSwiggy · Order-confirmation surface
- Myntra KotakMyntra · Loyalty tier messaging
- Tata Neu HDFCTata Neu · NeuCoins reward stacking
- IndiGo HDFC / Air India SBIAirline apps · Travel spend triggers
City tier
Spend concentration vs CRED penetration
Tier 162% of spend · 31% on CRED
Tier 224% of spend · 12% on CRED
Tier 3+14% of spend · 5% on CRED