The Astrology Private Ltd- Hope, Fears And Uncertainty For Sale
How AstroTalk turned anxiety, uncertainty and hope into a ₹1,200-crore empire — one two-minute free chat at a time.
It would be hard to find anyone who has not come across an AstroTalk advertisement. Celebrities such as Ranbir Kapoor, Karan Johar, Bhagyaraj,Mamta Mohandas and Aparna Balamurali regularly appear on social media promoting the platform. The story behind this high-tech astrology business — which has generated enormous profits in a remarkably short period —unfolds an intriguing story. Through advertising strategies designed to outmanoeuvre algorithms, platforms like AstroTalk now offer everything from career guidance to advice on mental health. But what kinds of problems do such platforms create?
No appointments. No waiting. Simply install the application and enter your date of birth. According to the platform, solutions to all your problems are available instantly, from wherever you are. The first chat is completely free. Those with more than one problem, however, must pay. And if you wish to continue the conversation, you must keep paying.
The app claims to offer solutions for physical and mental difficulties, financial stress, relationship troubles, employment prospects, job security, and even predictions about when wealth will come your way. This new-generation astrology platform claims to have over 120 million customers. Endorsed by well-known film stars and branded as India’s favourite astrology app, AstroTalk has become a familiar presence across social media feeds and is now the subject of growing debate.
High-Tech Astrology Targeting Young People
More than 80 per cent of the app’s users are under the age of 35. They browse horoscopes and book consultations as casually as they scroll through social media. Even concerns related to mental health are being marketed through the platform. How does AstroTalk — an astrology app that monetises human fears, aspirations, and desires — actually work? What kinds of predictions does it make to attract millions of users? What is the business model behind it?
Engineering Degree, Astrology Business
AstroTalk was launched on 18 October 2017. The platform was founded by Puneet Gupta, an engineering graduate from Punjab Engineering College (PEC) University of Technology in Chandigarh. Gupta has addressed the common question of how he entered the field of astrology on his LinkedIn profile. “You don’t choose Astrology, Astrology chooses you,” he writes.
The Origin of Astro Talk; Multiple Stories
Gupta narrates a dramatic story about his entry into the astrology business. While working at BNP Paribas — one of the world’s major international banking and financial services groups — he decided to start an IT services company in partnership with a friend. Though he had decided to quit the job, Gupta says he was worried about the future of the venture.
At that time, a colleague who had some knowledge of astrology offered him guidance. According to Gupta, she predicted that the next two years would be highly favourable for his IT business.
She also predicted that his business partner would leave after two years and that it would then become difficult to continue the venture. Gupta says he initially dismissed the prediction, resigned from BNP Paribas, and started a company with a friend in 2015.
Although the company performed well in its first year, Gupta says that by March 2017 his partner had withdrawn from the venture. At that point, he recalled the prediction made by his former colleague. Seeing events unfold exactly as she had described, he says, convinced him of the power of astrology.
Shortly afterwards, he began exploring the idea of launching a product in the astrology sector. Within a month, an early version of AstroTalk was launched, supported by a dedicated technology and operations team. Gupta, who is the founder and CEO of AstroTalk, has described this story in detail on his LinkedIn profile, which has more than 100,000 followers.
However, Gupta has presented a different version of events elsewhere. In another account, he says he was in a relationship with a wealthy woman, that the relationship ended because he lacked money, and that AstroTalk was founded as a response to that experience. This version appears in a personal story shared by Gupta himself on Quora.
The AstroTalk Business Model
AstroTalk was initially presented as a platform that connected users with astrologers. It later expanded to include live chats with astrologers, horoscope-based predictions, and consultations on subjects such as relationships, career choices, and personal issues. The company claims to be one of the most trusted astrology apps in the world.
The platform includes more than 13,000 astrologers, tarot readers, numerologists, and Vastu consultants, all of whom claim to provide accurate predictions regarding marriage, career, and health. According to AstroTalk, its mission is to build a community for people seeking success through astrology. The company also claims that its advisors are certified astrologers.
Twenty-Four-Hour Service in Thirteen Languages
AstroTalk reports conducting more than 100,000 minutes of consultations every day. Horoscope readings and astrological forecasts are delivered through live sessions, and the service is currently available in 13 regional languages.
Users can choose their preferred language and engage in live chats with astrologers at any time, as the service operates around the clock.
The Google Play Store shows that the application has been downloaded more than 50 million times and has received over 1.5 million reviews.
An Online Store for ‘Spiritual Products’
Beyond astrology consultations, AstroTalk also operates an online store selling various spiritual products at premium prices. These include bracelets, rudraksha beads, gemstones, Lakshmi Yantras, wealth-attraction Yantras, Karungali products, Tulsi garlands, silver-plated idols, and Vastu remedy kits.
Most products are priced above ₹500, while the “Ultimate Vastu Combo” costs ₹4,500.
The company also maintains a strong social media presence. Its Instagram account alone has more than 2.4 million followers.
Advertising That Beats the Algorithm
Advertising appears to have played a major role in AstroTalk’s rapid growth. The company maintains a strong presence across Meta and Google advertising networks, reaching users through social media feeds, search results, video platforms, and mobile applications.
According to available data, Codeyeti Software Solutions Private Limited — the company operating AstroTalk — published 530 advertisements on social media in the 30 days leading up to 8 June 2026.
AstroTalk Services Private Limited, a Google-certified advertiser, runs advertisements across Google Maps, Google Play, Google Shopping, Google Search, and YouTube. According to Google Ads Transparency data, nearly 300 advertisements in various formats — including images, videos, and text — were published within the previous thirty days.
The advertisements claim that simply providing a date of birth allows the app to reveal detailed personal information and predict matters such as future happiness, career advancement, and the likelihood of a relationship progressing towards marriage.
These campaigns target speakers of regional languages such as Malayalam, Tamil, and Bengali, in addition to English and Hindi audiences.
Celebrity-Powered Promotions
In Malayalam, actors as Mamta Mohandas, Aparna Balamurali, Anusree, and Amala Paul appear in AstroTalk advertisements.
In Tamil, advertisements feature veteran actor and director K. Bhagyaraj, his daughter-in-law Keerthi Vijay, actor Radhika Sarathkumar and Gayathrie Shankar, among others.
In Hindi, the app is promoted by celebrities including Ranbir Kapoor, filmmaker Karan Johar, and actor Shraddha Kapoor.
Influencer marketing also forms a significant part of AstroTalk’s strategy. Malayalam social media personalities and former reality television contestants such as Vedha Lakshmi and Noora Muskan promote the platform, many of them with substantial follower bases.
Their advertisements often present AstroTalk as an effective solution for issues related to relationships, finances, and mental health.
The celebrity testimonials section of AstroTalk’s official YouTube channel features figures such as cricketer Virender Sehwag, actor Arjun Kapoor, actresses Neha Dhupia and Mouni Roy, fashion designer and actress Mandira Bedi, and singer Mika Singh — each discussing the role astrology plays in their personal lives and the usefulness of the app.
Marriage Problems, Love, and Suspicion
Many advertisements focus on people struggling with distrust in relationships, career obstacles, financial difficulties, or disagreements between partners. The common message is that such problems can be resolved simply by installing the app and chatting with a suitable astrologer.
Several celebrities featured in the advertisements claim that they were initially sceptical but became believers after events predicted through the app allegedly came true in their own lives.
Two Minutes Free, Then Payment Begins
The first chat is free. After that, the actual consultation begins.
Once users install the app, they are presented with a list of astrologers, along with information about their experience and consultation fees. AI astrologers also appear on the platform.
Users can choose an astrologer and begin a chat after entering their date and place of birth.
Although the advertisements highlight a free first consultation, the complimentary session lasts only two minutes. Additional information requires payment, with consultation fees ranging from ₹5 to ₹100 per minute.
Because these advertisements do not fall into categories such as elections, politics, or social issues, they are generally not required to carry detailed disclaimers. As a result, disclosing the information related to advertising expenditure, campaign duration, and audience category is not required.
A Business Generating Massive Profits
AstroTalk’s financial growth has been remarkable. In the 2024–25 financial year, the company reported total revenue of ₹1,214 crore, compared with ₹656 crore the previous year — an increase of more than 80 per cent within a single year. The AstroTalk store alone generated over ₹140 crore during the last financial year.
According to the company, this growth is driven by repeat customers who continue spending money on the platform, with urban users constituting the majority of its customer base.
Astrology Expanding Into Mental Health
AstroTalk has moved beyond traditional astrology. The platform suggests that astrology can help addressing stress, depression, and other psychological problems, promoting what it describes as Medicinal astrology as a means of offering solutions to mental health concerns through spiritual approaches.
The App reviews indicate that many young users rely on such apps when dealing with emotional challenges, relationship problems, and major life decisions.
“Astrologers today have to engage with every kind of problem in human life. Looking at horoscopes is no longer our only work. We also have to provide counseling for people dealing with heartbreak, mental stress, and career crises,” astrologer and Vastu consultant Ridhi Bahl said in an interview with Bloomberg. The question is whether a person who is not academically qualified is entitled to do counseling and therapy.
According to AstroTalk CEO Puneet Gupta, employment-related concerns are among the biggest issues affecting young people today.
Mental Health Concerns Created by Such Apps
Psychiatrist Dr Arun B. Nair says that many people who have developed an unhealthy dependence on prediction-based apps such as AstroTalk seek help at his clinic.
“Many people come to us after being distressed by predictions made through apps or astrology consultations. These apps often suggest that a person may develop an illness at a certain age, lose a job, or experience a relationship break up for specific reasons. Such predictions can themselves create significant stress,” says Dr Arun.
According to Dr Nair, people of all age groups are affected.
“What was once done by traditional palm readers is now being done by new-generation astrology apps. They reveal a few things about you and then ask for payment to tell you more. The same model is now operating in the digital age,” he told OBC.
He also warns that these apps can create powerful forms of digital dependency. The comfort of sharing personal matters with an online chatbot attracts many young people; however, AI-generated responses can often be inaccurate, and blindly following such advice may lead to serious consequences.
Relying on such apps for important decisions can also weaken an individual’s capacity for independent reasoning and judgement. Professional therapy, he says, remains the appropriate response to mental health difficulties.
Astrology as a Solution to Financial Problems
Many users also seek financial advice through such platforms. One AstroTalk advertisement featuring actress Amala Paul suggests that astrologers can accurately predict when wealth will come into a person’s life.
Financial adviser Dhanya V. R. says that people frequently seek astrological guidance when choosing dates for starting SIPs, purchasing shares, or launching businesses. Some even tie decisions such as taking loans or buying land to astrological advice.
She warns, however, that relying on astrologers without sound financial planning can adversely affect savings and long-term financial security.
She also points out that offering a few free minutes is an effective strategy for attracting users and encouraging continued engagement. According to Dhanya, Astrological advice on financtial planning and investment should carry clear disclaimers, and misleading promotions should face legal scrutiny. Investing solely on the basis of astrology apps — without understanding market risks and investment fundamentals — can lead to serious financial consequences.
A Booming Astrology Industry
Numerous online astrology companies now operate with the promise that a single chat can solve life’s problems. Many Malayalam-language astrology services claim they can predict when one’s wedding would happen, or even the first letter of the name of one’s future spouse, using nothing more than a date of birth.
Online astrology pages offering horoscope-based guidance have also grown increasingly popular. Instagram accounts such as Astrolokal Malayalam, Compass Astrology Services, and Astrosage.com are among those actively running advertisements.
There is a growing tendency among users to trust astrology apps and pages to such an extent that they share personal and private information freely. The success of these highly profitable astrology businesses challenges the notion that superstition is confined to older generations, or that younger people are more driven by scientific thinking
Digital literacy does not necessarily translate into critical thinking. Even as younger generations become more technologically adept, many are willing to share sensitive personal information with apps and seek guidance from astrology platforms instead of qualified mental health and medical professionals. This should be a cause for concern.
(With inputs from Sujith A)
