Brutal economics of India's high-stakes influencer universe
Despite the surge in creators, very few can make a sustainable living. A recent Redseer report revealed that most creators earn less than a junior executive in a corporate job. Many end up working for 'exposure' or free gifts
'The growth was painfully slow. I don't know what else I could've done'
'The pressure to grow faster is killing creativity'
'Not everyone can deal with the stress'
'You need to build your brand – not follow someone else's'
'The hustle for numbers is real'
'There's no HR here. No safety net. No off days'
Over 80 million creators – but where's the money?
India has 80 million creators, per Kalaari Capital
Only 1.5–2% manage consistent monetisation
Typical earnings range from ₹ 16,000 to ₹2 lakh per month
83% of Gen Z in India now identify as content creators. Most new creators come from Tier-2 and Tier-3 cities
Instagram is not a real world and followers are not real love, please try to understand this' – 24-year-old content creator Misha Agarwal's family wrote this message last week along with their statement after Misha's tragic suicide. The family shared that Misha 'felt worthless' after her followers started decreasing.The incident has thrown a harsh spotlight on the unsparing world of digital fame. Her final Instagram story hinted at loneliness and burnout over declining follower count: a toxic cocktail increasingly common in the high-pressure influencer economy. So how does one navigate a career where metrics define self-worth and virality is mistaken for value?Kajal Kothari, now a successful lifestyle influencer, left a stable job as managingdirector to chase a less conventional dream.'Eight-and-half years ago, when I decided to take a break from corporate life and explore something more fun like blogging, it was exciting but scary. I didn't know if I'd ever make money. I gave myself a year and just took a chance. I didn't have any options so I had to make this work.' That gamble worked for her, but she acknowledges the uneven playing field.For many creators, success is still elusive. Popular YouTuber Nalini Unagar, known for her food and lifestyle content, recently quit after investing `8 lakh over three years.In a now-viral video, she admitted: 'I tried everything – shorts, reels, long videos – but the growth was painfully slow. I didn't even break even. I don't know what else I could've done.'Even seasoned influencers aren't immune to the constant pressure. 'There's a race to grow faster every month, to keep engagement high – it kills creativity,' says content creator Sourav Joshi. Whether you have 1,000 or a million followers, the pressure remains the same – to stay visible, relevant, liked. Kothari shares: 'Constant competition, constant creativity, bringing something unique, something the audience can relate to on a regular basis. .. it can get tough. But I thrive under pressure. It pushes me to do better.'Dr Marrita Monteirro, an orthodontist and lifestyle influencer, agrees. 'There can be a creator's block – it has happened to me.There's a lot of backend work that nobody sees. Editing, writing, shooting... it's overwhelming.'The mental toll of influencing is finally being recognised. Psychiatrists say the 'Lucky Girl Syndrome' – where positive thinking is promoted as the only ingredient for success – is especially harmful in the influencer ecosystem. 'If they believe success hinges on attitude alone, they may blame themselves when things fail,' warns psychiatrist Dr Rahul Chandhok.'They ignore factors like algorithms or a saturated market. ' Dr Vanaja Reddy Puli adds, 'Toxic positivity invalidates negative feelings. It can lead to guilt, shame, and emotional suppression.' Both advise frequent breaks, hobbies and offline support systems.Veteran creator Ashish Chanchlani says building identity is everything. 'People should come to watch you — not just a trend. If you're just catching lightning in a bottle, they won't return.' He adds, 'There's a phase where you feel the pressure to do what everyone else is doing. But if you want to last, you need to build your own brand – one that reflects your voice, your story, your journey.' 'You become just another reel if you don't stand for something. ' That's why only a few transcend platforms to build lasting brands or break into films. Others disappear in the churn.Influencer management agency heads confirm the hustle is nonstop. 'Engagement entails you're working 24/7,' says Prateek Jain of Gimmick Digital that is into celebrity management with a focus on creators. 'Brands want creators who can boost visibility and sales — everything else is secondary.' Aman Garg, an influencer manager, adds, 'We consider tone, visual style, audience trust, and the quality of engagement — not just numbers. Passion-based creators with a loyal community offer better returns.' Brand partnerships are a major income stream for creators — but the process is far from transparent. 'Honestly, it's like matchmaking,' says Arindam Biswas, Group Vice President at SVF & Hoichoi, that matches brands with creators. 'We don't just look at followers or trends — we try to understand the vibe of the brand and find creators who genuinely align with that. The hustle for numbers is real — I get it. But creators are starting to focus on loyalty — who's sticking around. Because brands are slowly realising it's better to be loved by 10k than scrolled past by 100k.'Influencers and creators work without basic job protections — no insurance, no sick leave, no structure. When burnout hits, there's no boss or colleague, only ever-changing algorithms. 'Protecting creator rights is critical,' says Dr Monteirro, 'Ideas get stolen. And funny reels go viral while meaningful content is often overlooked.' As Misha Agarwal's tragic end shows, the emotional cost of chasing validation in a hyper-competitive digital landscape could result in the kind of stress not every youngster is equipped to deal with.
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