India's influencer marketing industry hits INR 3,600 cr in 2024, set to grow 25% in 2025: Report
HighlightsIndia's influencer marketing industry is projected to reach an estimated valuation of INR 3,600 crore in 2024, with a 25 per cent growth anticipated in 2025, according to the India Influencer Marketing Report 2025. A significant shift in influencer marketing strategies is noted, with 85 per cent of brands in the manufacturing sector prioritising content quality over follower numbers and 72 per cent opting for long-term influencer collaborations. The report highlights that 70 per cent of brands engage with influencers due to trust and credibility, a figure that rises to 77 per cent in the Banking, Financial Services and Insurance sector and 76 per cent in the Fast-Moving Consumer Goods sector.
India's
influencer marketing
industry has reached an estimated valuation of INR 3,600 crore in 2024, with projections indicating a 25 per cent growth in 2025. This data comes from the
India Influencer Marketing Report 2025
, a collaborative effort between The Goat Agency, WPP Media's influencer and content marketing solution, and Kantar, a marketing data and analytics company.
The report provides a detailed overview of the current state and future direction of influencer marketing in India. It highlights how brands are integrating influencers into their marketing strategies to impact
consumer behavior
and build brand credibility.
A notable shift identified in the report is the industry's move beyond a sole focus on follower numbers. Brands are increasingly prioritising content quality and creator relevance, particularly within the manufacturing sector, where 85 per cent now consider content quality as a primary factor in influencer selection.
The report also indicates a growing preference for long-term influencer collaborations, with 72 per cent of brands opting for such partnerships.
Macro influencers
are currently favored by 95 per cent of brands, driven by concerns around content control and brand safety. However, niche
micro-influencers
are gaining traction in high-consideration categories like automotive and consumer durables, with 85 per cent of marketers in these areas planning increased investments.
Despite the positive outlook, challenges remain. Influencer discovery is a significant hurdle, with 83 per cent of marketers, and 95 per cent in the BFSI sector, reporting difficulties in finding suitable talent. To measure return on investment (ROI), marketers are increasingly prioritising engagement rates (39 per cent) and content quality (36 per cent) over less impactful metrics.
From a consumer perspective, influencers continue to play a crucial role in the purchase journey. Over two-thirds of Indian consumers use influencers for product discovery (63 per cent), information gathering (69 per cent), and prompting action (60 per cent). The report also underscores the importance of trust and credibility, with 70 per cent of brands citing these as key reasons for engaging with influencers. This figure rises to 77 per cent in BFSI and 76 per cent in FMCG, emphasizing the growing relevance of authentic, insight-driven storytelling.
Ashwin Padmanabhan, chief operating officer, WPP Media South Asia, commented on the evolving landscape. "We are witnessing the evolution of influence from a marketing channel to a cultural force," he stated. "Today's consumers aren't just buying products, but they are buying into stories, communities, and creators they trust. This report is our attempt to decode that shift. With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity. We are not just tracking the curve; we are helping brands stay ahead of it."
Puneet Avasthi, director – specialist businesses, insights division, Kantar, added, "Influencer marketing in India is no longer just about reach it's about relevance, resonance, and results. What this report makes clear is that brands are evolving their approach moving from vanity metrics to meaningful engagement and long-term partnerships rooted in trust. As consumers become more discerning, the role of influencers in shaping perceptions, guiding discovery, and driving action has never been more critical. The future belongs to brands that treat influencers as strategic collaborators, not just content amplifiers."
The report ultimately emphasises the importance of fostering meaningful and sustainable partnerships between brands and creators within an increasingly regulated and content-focused environment.
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