Kabirdas Jayanti 2025: Who was Sant Kabirdas? Know date, timings and significance
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Mint
2 days ago
- Mint
Talent management agencies bet on small influencers as brands chase better returns
Influencer talent management agencies, which once worked exclusively with creators boasting over 100,000 followers, are now lowering the bar and signing smaller creators as well. These agencies act as representatives for influencers, pitching them to brands, negotiating deals, and ensuring the best possible rates for their clients. In return, they typically take a commission — often around 20% of the fee paid by the brand. While large-scale influencers with heavy brand interest tend to rely on such agencies for coordination and negotiation, mid-tier creators — with followings between 100,000 and 500,000 — are also increasingly signing with them to secure more collaborations and monetisation opportunities. For nano (up to 10,000 followers) and micro influencers (10,000 to 100,000 followers), the benefits can be even greater. Agencies not only connect them with brands but also help them capitalise on viral moments, refine their content strategies, and steadily grow into higher tiers of influence. According to experts, small (micro and nano) creators with good engagement on their content can earn anywhere between ₹20,000 and ₹50,000 through brand deals. Ayush Chaurasiya, a 16-year-old who first captured attention in March after a brief viral moment—thanks to his humorous mispronunciation of 'croissant' as 'Prahsant'—was quickly noticed by the talent management agency Opraahfx. Today, with 97,700 followers, Chaurasiya is regularly partnering with brands and has already collaborated with names such as Britannia, Myntra, and Phillips. 'Creators in my follower range usually don't get approached by agencies. But thanks to my viral reel, I got discovered. Being managed by an agency has lifted a huge burden off my shoulders — from handling brand negotiations to exploring new opportunities. It has also opened doors for scaling my content and collaborating with both brands and fellow creators — something I don't think I could have managed on my own," Chaurasiya said. For Chaurasiya and the agency, it is a win–win arrangement. The agency works on a commission basis, so the more work they bring him, the more they earn. And with each brand deal they secure, he gets to grow his earnings, too. 'We launched our Creator Accelerator Program last year to identify emerging creators with strong growth potential," said Pranav Panpalia, founder of Opraahfx. 'Under this initiative, we onboard smaller creators, provide them with training, manage their brand, and handle their PR to accelerate growth. Currently, we have over 500 such creators in the program. Since working closely with such talent demands more time, energy, and personalised guidance—depending on the services opted for—we typically charge a 25% commission, which is higher than the industry average," he added. In January, Viraj Sheth, CEO and cofounder of new media company Monk Entertainment, posted a reel announcing an onboarding opportunity for three emerging influencers. The video went viral, reaching six million views and attracting over 60,000 expressions of interest. 'While working with creators like Aastha Shah and Nancy Tyagi — both of whom we scouted early, around the 100,000-follower mark—we unlocked a playbook for spotting the right talent and growing them to a million+ followers," Sheth said. 'All our creators currently pay the same subscription rate as our established talent, but given the intense mentoring involved in an emerging creator, we may introduce a slab-based pricing model as we onboard more nano and micro creators." Big isn't always better For many agencies, grooming creators through their growth journey is more rewarding than managing those with mass followings but stagnant engagement. 'Brands are slowly moving away from influencers with over 5 million followers," Sheth explained. 'High rates, lower engagement, fake followers, and relevance issues reduce RoI. Smaller creators charge less, deliver more, and are where brands are putting their money—and companies like ours are following the lead." Prachi Popat, a design and art creator, who started creating content in March and has accumulated close to 50,000 followers got onboarded with an agency early on in her influencer journey. 'For me as a creative, I despise the back and forth of negotiating with brands. To figure out who's serious, who's willing to offer creative freedom, who has the budget etc. is very tedious work that on a daily basis takes away from the joy of creating," she said. The agency helps her brainstorm ideas for pitches and scope out different avenues to experiment with. 'It also offers me the ability to work with other people and get diverse perspectives," she added. She also points out that, as a creator, working alone all the time can get repetitive. Thus, having an agency on her side helps her expand her reach while having fun creating. 'Brands are shifting to micro-influencers for their hyper-local reach, precise targeting, and lower costs," Puja Jurmania, director of content strategy and influencer marketing at DViO Digital, echoed the trend. "Social media's age-agnostic nature allows access to niche audiences, while smaller creators feel more authentic. In Tier II and III markets, that authenticity quickly builds trust and loyalty." Shankar Prasad, cofounder of beauty brand Plum Goodness, said follower count is no longer the sole metric for selection. 'Our decision-making on nano versus mega influencers is driven by brand fit and messaging authenticity. Our campaigns with smaller creators consistently deliver 30–70% higher engagement rates. They bring tighter communities and personalised storytelling, which convert better." L. Muralikrishnan, cofounder and chief marketing officer of food chain Wow! Momo Foods, noted a structural shift in brand collaborations. 'We're moving from one-off shoutouts to long-term, integrated partnerships—especially with nano influencers. The smaller the creator, the closer they are to their audience, which means higher engagement and RoI (return on investments)." 'We're shifting to barter, commission, and shared-upside models where both parties benefit. For us, it's about driving genuine actions—community building, CRM growth, or sales. Some of our best campaigns have come from influencers with under 20,000 followers." Importantly, platform algorithms now favour quality over clout. 'Piyush Agrawal, cofounder of talent management firm CREATE, said, 'If your content is strong, it gets pushed widely, even with a small follower base. That can make anyone go viral overnight, giving agencies the chance to step in, sustain that momentum, and turn it into long-term income. Scouting talent early pays off—around 30% of our influencers have between 10,000 and 100,000 followers." The influencer marketing industry is projected to reach ₹3375 crore in 2026.
Fashion Value Chain
3 days ago
- Fashion Value Chain
Myntra Launches Zero Commission Plan for Ethnic Brands
Ahead of India's 79th Independence Day, Myntra has unveiled a festive zero commission construct to empower emerging women's ethnic wear brands under its Myntra Rising Stars program. This initiative, effective from 15th August 2025 for three months, aims to support the growth of 500 made-in-India brands, showcasing the country's cultural richness and craftsmanship. As part of this opportunity, new women's ethnic wear brands can benefit from: Strategic Support: Inclusion in Myntra Rising Stars with access to account management services and brand-building expertise. Ease of Doing Business: Seamless onboarding, faster payment cycles, and access to Myntra's M-Express delivery network for improved customer reach. Visibility & Brand Building: Premium placement across homepage and category pages, social commerce-led discovery via Glamstream and Myntra Minis , and influencer collaborations to amplify engagement. Data-Driven Insights: Detailed dashboards and reports with business performance metrics and industry trends. Sharon Pais, Chief Business Officer, Myntra, stated: 'The Indian ethnic wear landscape reflects the richness of our cultural heritage. With a zero commission construct, we are enabling the next generation of brands to grow by leveraging Myntra's 70+ million user base and advanced tech capabilities.' Through this festive construct, Myntra is committed to building a vibrant ecosystem for women's ethnic wear labels, strengthening their digital presence, and driving India's ethnic fashion story forward.
Economic Times
4 days ago
- Economic Times
Qcomm platforms boost promotions with curated offerings for Independence Day, Janmashtami
PTI Quick commerce platforms Zepto, Flipkart Minutes, BigBasket and Swiggy have launched discounts and special promotions for products tailored to Independence Day and Janmashtami celebrations, including sweets, decoration and pooja items. For Independence Day, rapid-delivery platforms are offering a range of tricolour-themed products, including decorative items, the Indian flag and apparel in the colours of the national flag. Similarly, for Janmashtami, companies have introduced offerings such as clothes for Krishna idols, peacock feathers, and other pooja-related products. Traditional sweets commonly associated with the festival are also available through these services, often in discounted combo packs. There are also fasting-related food items, story books on Krishna, and instant guides for poojas. Industry experts have highlighted the growing trend of consumers relying on quick commerce for last-minute festive shopping due to speed and convenience. Quick commerce companies also see festive occasions and major sports and entertainment events as an opportunity to attract customers with curated assortments specific to these events. For instance, customers send chocolates and gift items for Valentine's Day, Father's Day, Mother's Day, or Friendship Day, and festive goods for festivals such as Eid, Christmas, Holi, or Dhanteras. ET reported on August 9 that quick commerce platforms saw a rise in orders for rakhis and gifts on Raksha Bandhan. With the festive season around the corner, the platforms are going beyond fast delivery and attractive offers, and increasing their stock-keeping units (SKUs) to provide a wider selection of items. Insiders told us that platforms such as Instamart and Flipkart Minutes are seeing a significant trend of consumers planning their festive purchases in advance, not just relying on last-minute shopping. Also Read: I-Day, Rakhi sales signal 15-20% festive ecommerce growth this year: Analysts Elevate your knowledge and leadership skills at a cost cheaper than your daily tea. Tariffs, tantrums, and tech: How Trump's trade drama is keeping Indian IT on tenterhooks Good, bad, ugly: How will higher ethanol in petrol play out for you? As big fat Indian wedding slims to budget, Manyavar loses lustre As 50% US tariff looms, 6 key steps that can safeguard Indian economy Stock Radar: JSPL forms Ascending Triangle pattern on weekly charts, could hit fresh 52-week high soon Nifty and business are different species: 5 small-cap stocks from different sectors with upside potential of up to 30% F&O Radar | Deploy Bear Put Spread in Nifty to play index's negative stance amid volatility Wealth creation: Look beyond the obvious in some things; 10 fertilizer sector companies worth watching
