India’s influencer marketing industry is projected to grow by 25% in 2025, reaching approximately ₹4,500 crore (US$540 million), according to the India Influencer Marketing Report 2025 by The Goat Agency (WPP Media) and Kantar. The growth is being driven by traditional and digital-first media firms investing in influencer partnerships, content studios, and creator tech stacks.
The report notes that over 20 mergers and acquisitions have taken place in the past year, signaling aggressive industry consolidation. The Indian government has also announced a ₹8,545 crore (US$1 billion) fund to support creators, boost innovation, and enhance global reach—adding institutional support to the ecosystem.
Brands favour long-term partnerships and credible content
According to the report, 70% of brands engage influencers primarily for trust and credibility, while 85% of manufacturing companies now prioritise content quality over follower count. Over 72% of brands prefer long-term collaborations, suggesting a more strategic shift from one-time promotions to sustained partnerships.
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Macro-influencers continue to dominate, with 95% of brands favouring them for their broad reach and perceived safety. However, niche micro-influencers are gaining traction in high-consideration segments like automotive and consumer durables. In these sectors, 85% of marketers plan to increase investment in creator-led campaigns that offer domain relevance and deeper audience engagement.
Consumers rely on influencers for buying decisions
From the consumer side, more than two-thirds of Indian users now depend on influencers for product discovery and purchase decisions. The report highlights a growing trend where the influencer is not just a marketing channel but a core part of brand-building and commerce.
As the market matures, the focus is moving from scale to substance—with agencies and brands aligning around quality, consistency, and content authenticity. With both commercial and institutional support increasing, India’s influencer economy is on track to evolve into a central pillar of the country’s digital marketing landscape.
