Businesses have access to a wealth of information on their clients in the digital age, includinginformation about their demographics, social media activity, and browsing and purchasing habits.Big data analytics, which helps businesses to gain insightful data and make data-driven decisions,is a result of this abundance of information. Market segmentation and targeting are one applicationof big data analytics that has shown to be extremely useful. Businesses can discover uniquesegments of consumers with similar features and demands by analyzing customer data, and theycan then adjust their marketing strategy to each category. This enables businesses to communicatewith their target market in a personalized and pertinent manner, enhancing the efficiency of theirmarketing initiatives and elevating client engagement. Big data analytics are becoming even morecrucial for market segmentation and targeting in India, as the consumer market is growing quicklyand becoming more varied. With a billion people and a burgeoning middle class, India offers adistinct set of opportunities and difficulties for companies wanting to thrive. Companies operatingin India can get a competitive advantage by using big data analytics to better understand theirconsumers' needs and preferences and provide marketing offers that appeal to them