India turns to the stars in times of uncertainty

With rising anxiety and spiritual curiosity, astrology becomes a social support tool

In the aftermath of Covid-19, a wave of anxiety and uncertainty has swept across India, prompting many especially the youth to seek comfort in both technology and tradition. As a result, there has been a notable resurgence in spiritual practices, with astrology emerging as a prominent source of reassurance and guidance.

Once a subject of mockery and largely associated with older generations, astrology in India is seeing a revival. As uncertainty about the future grows, many young professionals and students are turning to astrologers to ease their anxieties and find a sense of direction.

Srishti Mittal, an investment banker in Mumbai, is one such example. A few years ago, when she was preparing for the entrance examinations for a business management degree, she failed on two attempts and before she began preparations for the third and final attempt, she sought guidance from her family astrologer in a moment of desperation.

“When I turned to our family astrologer, he confidently told me that I was destined to get into an excellent MBA college and complete my degree. I still remember how that one statement shifted something inside me, it was almost like someone had handed me a torch in a dark tunnel. My mindset changed. Even though my preparation did not suddenly improve, I went into the exam feeling assured and calm. Surprisingly, my CAT results were much better than anything I have managed in my mocks. I converted multiple IIMs and finally completed my MBA from  the prestigious college” Mittal tells Media India Group.

Mittal is not alone. A growing number of young Indians are seeking guidance from astrologers, not just for their career-related predictions, but also as a form of emotional support and reassurance in an unpredictable world.

This renewed interest has led to a shift in how such services are delivered. In order to reach their prospective younger customers, who are more technologically-inclined than their parents, many astrologers have embraced digital platforms, offering consultations through video calls, mobile apps, and websites.

This move  has made astrological advice more accessible than ever before, allowing people to connect with astrologers from the comfort of their homes, regardless of geographical boundaries.

Fuelling this digital renaissance are platforms like AstroTalk, GaneshaSpeaks, and ClickAstro, which have transformed age-old practices into on-demand services. From daily horoscopes to detailed, personalised consultations, these platforms are bridging tradition with tech-savvy convenience.

Astro Vision, another astrology-related service, reported a 33 pc revenue increase during the initial Covid-19 lockdown, a time when many had turned to astrology for reassurance and guidance. As of 2023, its annual revenue was approximately USD 2.32 million highlighting the substantial and growing demand for digital astrology services in India.

A bigger rival, AstroTalk, says its net profit soared to USD 1.1 million by the end of March 2024.

Starry growth

According to astrologers, the recent surge in online astrology in India is driven by a combination of psychological and technological factors. Ramit Malhotra, an astrologer with over 10 years of experience, attributes this growth to the influence of social media algorithms and a common psychological tendency to seek external explanations for life events.

“Everybody wants to know what is next, no one really wants to live by the moment anymore. People are constantly curious about the future, and that is just human behaviour. Another major factor is how astrology, once a serious study of planetary movements, has now become just another piece of content on Instagram. Everyone is marketing herself, and the algorithm plays a huge role. You watch one astrology reel and suddenly your whole feed is full of similar content. That is why the market is now worth USD 1,797 million, it is all driven by the algorithm,” Malhotra tells Media India Group.

Malhotra adds that people today often want someone or something to blame for their problems. It gives them a sense of relief if they are told that it is not entirely their fault, it is their fate or the stars.

“I think people just want someone or something to blame for their situation. It helps them satisfy their ego or feel better about the consequences they face. People say, my work is not getting done must be because of this planet or that sign,” adds Malhotra.

Since the Covid-19 pandemic, the Indian online astrology market has seen remarkable growth and this surge is largely driven by a rise in spiritual dependence during times of uncertainty, as many turned to astrology for comfort and clarity amid fear and anxiety.

Raghubir Singh Gill, an astrologer with six years of experience in Pune, notes that since the pandemic, a growing number of young professionals, students, and businesspeople have turned to astrology. He emphasises that it helps them make more informed life decisions and offers a sense of hope during uncertain times.

“Life is moving fast and feels more confusing than ever. Astrology gives people hope and some clarity when things get uncertain. After Covid, a lot of people started looking for deeper meaning. Now, with apps and social media, astrology is right on your phone, anyone can check a horoscope or talk to an astrologer anytime. Earlier, it was mostly older or traditional people. Now, I see young professionals, students, and businesspeople, many from cities and well-educated. They do not see it as superstition, but as a tool to make better decisions,” Gill tells Media India Group.

Meanwhile, more than half of Gen Z, the tech-savvy, social media-connected generation is now turning to internet platforms for astrological guidance. What was once considered a niche interest among older generations has now become popular among young, educated city dwellers.

In fact, in cities with high social media usage, 60.2 pc of astrology app users are from Gen Z, compared to 39.8 pc from older generations. This trend highlights astrology’s growing appeal, not as superstition, but as a modern tool for making informed decisions in a fast-paced, uncertain world.

Hence in today’s world, where a horoscope is just a tap away, astrology is no longer viewed as mere superstition. Instead, it has become a practical tool for navigating life’s complexities and making informed decisions.

Also Read: IPL, Ads & Addiction: Online gambling quietly hooking India

Navigating life’s challenges through tarot card readings

Amid the rapid rise of astrology applications in India, offline tarot card reading is facing significant challenges. These digital platforms offer personalised readings and insights at users’ fingertips, reducing the need for in-person consultations. The convenience, accessibility, and cost-effectiveness of these apps have led many individuals to favour digital platforms over traditional methods.

While this shift presents hurdles for traditional practitioners, the overall tarot card market continues to grow, both globally and in India. Despite limited data on the Indian online tarot card reading market, the broader global tarot card market is projected to reach USD 1.589 billion by 2030, growing at a compound annual growth rate (CAGR) of 3.51 pc from 2024 to 2030. India holds a significant share of this market, supported by its longstanding spiritual traditions and rising interest in alternative wellness practices.

Malhotra acknowledges that offline tarot services have been impacted to some extent. However, he notes that for special occasions such as weddings, in-person tarot readers are still frequently invited.

“Offline tarot services have definitely been affected, but I do not think it has been that drastic. I have seen a rise in interest whether it is tarot or astrology. People are inviting tarot readers to weddings and other events as a kind of activity or entertainment. For many, it is just something fun to do, but there are still quite a few who take it seriously,” adds Malhotra.

Gill says that a significant number of people now prefer online astrological applications over traditional tarot card readings, due to their speed and convenience. These platforms offer quick turnaround times, allowing users to receive personalised insights almost instantly.

“Online apps have made things easy, you can get answers in seconds. A lot of people prefer using apps now. But offline tarot still has its own charm. Some people look for that personal touch, that deeper spiritual vibe you only get in a face-to-face session. A lot of tarot readers have adapted too by going online, doing live video readings, or offering their services through apps,” adds Gill.

According to astrologers, an increasing number of people are turning to tarot card readings and astrology apps to seek guidance on a wide range of personal concerns. Whether it is uncertainty about marriage, challenges in love life, career choices, job stability, financial worries, or even health-related questions, these platforms are being used as tools to find direction.

“Most people come with questions about love, marriage, career, money, and health. In India, matching kundalis for marriage is still very common. However these days, young people also inquire about starting businesses, moving abroad, or how to handle anxiety. Even those with stable jobs want to know when they will get a promotion or change jobs,” adds Gill.

Also Read: Adolescence in Digital age: Navigating online challenges and perils

Cosmos have limitations too

Despite its rapid growth, the astrology market in India faces several challenges, revealing that even the cosmos has its limits. One of the major concerns is the rising cost of consultations. Some astrologers now charge hefty fees, ranging from a few thousand rupees to tens of thousands per session. For example, certain platforms offer exclusive 30-minute one-on-one calls at a staggering INR 1,48,000, while others, like Acharya Indravarman, charge INR 5,000 per consultation.

However, the issue goes beyond just the price. According to Malhotra, there are growing concerns about the authenticity and expertise of some astrologers on these platforms. This has the potential to spread misinformation, as people may be misled by individuals who lack genuine knowledge or skills in the field.

“There are many unqualified people in the market who fool others into spending money on astrology. Watching a few videos might make you think you can predict things, but real astrology is much deeper. It is not just about basic planetary effects or simple explanations. Sadly, some people exploit others with these superficial insights,” adds Malhotra.

Also Read: NRI brides: Fooled, foresaken, forgotten

Many online astrology apps face issues such as inaccurate predictions, unqualified astrologers, and data privacy concerns. Automated systems often generate generic readings, and many astrologers lack formal training, affecting the reliability of advice. Data theft is also a major concern, as personal details are often misused or sold.

In one case, a Mumbai software engineer allegedly lost over INR 1.2 million after falling victim to a fake spiritual guide who he contacted through the ‘Divine Talk’ app. The victim was pressured into expensive rituals and escalating payments, leading to borrowing money.

Similarly, a Bengaluru woman was allegedly duped into paying INR 820,000 to an astrologer, Ahmed, who promised to resolve her relationship issues. These incidents reflect the growing number of scams in online astrology services.

“Some people use astrology just to make quick money, without real knowledge. Because of them, even genuine astrologers lose trust of the people. There is no official license or proper check, so anyone can claim to be an astrologer online,” adds Gill.