Individual giving in India is widespread yet uneven, spanning structured donations as well as spontaneous, everyday acts of support. Despite being deeply embedded in social practice and critical to sustaining a wide range of causes, individual giving remains under-examined, with limited systematic research on its patterns and determinants. In 2019, everyday giving was estimated at over ₹340 billion, but only 10% flowed through formal channels—leaving the majority informal and largely untracked.

These patterns point to a significant untapped opportunity: strengthening formal giving channels to better harness everyday generosity. Doing so could enhance transparency while expanding the reach and impact of India’s philanthropic ecosystem.

How India Gives is a longitudinal study that tracks everyday giving patterns in India. Following two previous editions, the third edition presents updated insights to better understand the extent, quantum, and nature of household giving across the country. The study also aims to help non-profit organisations strengthen retail fundraising by identifying the factors and channels that most effectively mobilise support. 

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This study combines quantitative and qualitative insights, using Computer-Assisted Telephone Surveys (CATI) and analysis anchored to NSS consumption data to capture different nuances on everyday giving across India.

• The sample involved 7,225 quantitative and 20 qualitative interviews from households across 20 states to explore how giving behaviour differs by level of education, region, area type, gender, and consumption level.
• We applied Multilevel Regression and Poststratification (MRP) to the HIG dataset to estimate subgroup responses and matched these with NSS 2023–24 data to calculate Household Consumption Expenditure.
• We established four donor archetypes based on household consumption expenditure and highest reported education level. Consumption dictated the amount given, while education influenced the causes, preferences, and channels of giving.

• Quantum of giving : 68% of all respondents report giving in some form.
• Forms of giving: In-kind donations are the most popular (46%), followed by cash donations (44%), and around 30% of respondents volunteer. 
• Popular recipients of giving: Individual giving is directed primarily to religious organisations (46%) and beggars (42%).  A smaller share of respondents support non-religious organisations (15%) and family, friends or relatives (9%).
• Channels of learning: In-person canvassing (23%) is the most common channel for learning about giving opportunities, followed by social media (15%)
• Total Giving Market Size : ₹540 billion* (approximate, based on segment-wise median annual giving × population).