The 2026 survey was conducted by Kantar India, who also ran the 2020 study. The project interviewed 10,304 people aged 15 years and up across 14 Indian states. The sample aimed to represent all 14 states surveyed in terms of age, gender, socio-economic class and rural/urban locations. The survey questionnaire administered remained the same with the exception of a few questions being added; as did the survey’s sampling methodology, so that the two studies remained comparable.
