Understanding Time Use in Urban India
In February, the government released the second edition of the Time Use Survey, a study aimed at understanding how Indians allocate their daily hours. The first official survey was conducted in 2019, but historical attempts to track urban routines go back much further—as early as the Kamasutra, 1700 years ago.
Since then, scholars have explored the social, economic, and behavioral aspects of daily life, and this article builds on that tradition. The data offers a valuable way to quantify time spent on unpaid domestic work, shedding light on the total addressable market (TAM) for consumer services—including firms such as Urban Company.
Survey Methodology and Scope
The latest Time Use Survey sampled 454,000 individuals aged six and above, documenting how they spend an average day. Unlike labor force surveys, which focus exclusively on paid work, this dataset captures both participants and non-participants in various activities, revealing broader trends in household routines.
To refine these insights, the study takes an income-adjusted approach, calculating the average disposable income per hour among India’s top income decile. This allows for estimations of market potential for services that could offset unpaid domestic labor.
Observations from Time Use Data
Leisure Takes Center Stage
Among non-work, non-sleep activities, leisure dominates urban Indian time use. According to MOSPI, leisure is the only category to experience double-digit growth since 2019.
| Activity | Hours per day |
|---|---|
| Sleep/Self-care | 11.7 |
| Work | 3.3 |
| Leisure | 2.9 |
| Socializing | 2.0 |
| Learning | 1.5 |
| Domestic chores | 2.1 |
| Caregiving | 0.5 |
| Self-consumption | 0.1 |
Chart A: Indians spend almost 2.6 hrs/day on unpaid work
Source: MOSPI: *Socializing - communication, religious events, family events; ** Leisure - In home entertainment, community entertainment, hobbies
Unpaid Domestic Work Remains a Large Commitment
- 20% of total time is spent on unpaid domestic chores and caregiving.
- The gender divide remains stark—women spend 8 times more hours on domestic work compared to men.
- In double-income households, where both partners work, the opportunity cost of unpaid domestic labor can be significant.
Chart B models this opportunity costs , applying our proprietary method. If households redirected 60% of unpaid domestic work time toward leisure, the estimated annual spend on outsourced services could range between USD 7-8 billion.
| Year | Disposable Income/hr (USD nominal) | Time Poor Indian HHs (Top Decile, mn) |
|---|---|---|
| 2011 | 2.81 | 1.4 |
| 2012 | 3.21 | - |
| 2013 | 3.34 | - |
| 2014 | 3.36 | - |
| 2015 | 3.41 | - |
| 2016 | 3.52 | 5.2 |
| 2017 | 3.71 | - |
| 2018 | 3.87 | - |
| 2019 | 4.06 | - |
| 2020 | 4.46 | - |
| 2021 | 4.34 | 7.4 |
| 2022 | 4.34 | - |
| 2023 | 4.58 | - |
Chart B: Hourly disposable income of Top decile households CAGR at 4.2%
Source: Centre for Sustainable Employment, Claudia Goldin (1990), ICE360 Survey; NCAER; Piketty (2023); Conference Board, Census 2011, NCAER, Labor Bureau, World Bank, PRICE (ICE360 Survey); Our world in Data; Penn World Tables
Implications for Consumer Markets
Regular Time Use Survey updates could serve as a powerful benchmark for companies operating in the leisure and consumer services sectors. By tracking shifts in urban time allocation, businesses can identify emerging demand for outsourced convenience—whether in home services, personal care, or lifestyle enhancement offerings.
Certainly we would be spending more time analysing what urban Indians do. Stay tuned for more insights on this topic.