Mar 16 – Hostinger, an AI-driven online business growth platform, in collaboration with survey firm Cint, today released new research showing India’s rapid rise as a nation of side entrepreneurs. The survey found that 73% of respondents are already running a side business, while another 23% plan to start one—signalling a broad shift toward independent income generation driven by financial security and the goal of turning side ventures into full-time careers.
The survey results are based on responses from 2,002 individuals in India surveyed between January 20 and 28, 2026, and the research targeted the digitally active working population. Respondents were recruited via online research panels, with quota controls for age, gender, and geographic distribution. As online panellists are inherently more digitally engaged, the results are most reflective of people already inclined toward digital tools and online side-business opportunities.
The findings suggest entrepreneurship is moving from “extra income” to mainstream career strategy. Nearly every working Indian in the sample (96% of full-time employees) either currently operates a side business or intends to start one, underscoring a fundamental change in how people approach income stability and long-term career planning. For many, side ventures are directly supporting day-to-day finances: 66% use side income for daily expenses, 42% for saving money, and 40% for building long-term financial security. Notably, 79% of current side business owners say they aspire to make their side venture their main job one day.
“For many Indians, side entrepreneurship is becoming a long-term path rather than just a source of extra income,” said Hostinger Head of Communications, Eiviltas Paraščiakas. “At the same time, the data shows a strong link between higher income and digital adoption, particularly websites and AI tools. These tools are quickly becoming part of how small businesses grow, and we’re seeing that shift across India, from Mumbai and Delhi to Kolkata.”
Other key findings include:
- AI adoption is near-universal among side entrepreneurs. Overall, 92% of side business owners report using AI tools, and 93% describe AI as “very” or “extremely” valuable—most commonly for generating ideas (78%), creating images (61%), and writing content (56%).
- Optimism about AI’s near-term impact is high. 96% of side business owners believe AI will increase their income potential in the next 12 months.
- Websites are a major growth lever—and still a gap. 49% of side business owners already have a website, and another 47% plan to create one. The most common uses are selling products (34%), promoting services (27%), and building credibility (17%).
- Online presence varies significantly by industry. Handyman services (72% website owners) and online selling (64%) lead in website adoption.
While many respondents are already digitally enabled, the findings also indicate strong demand for more time-saving AI tools, clearer guidance, and easier website creation—an opportunity for technology providers to support India’s expanding base of side entrepreneurs and help convert ambition into sustainable business growth.
