Archive · 13 Jun 2025
Influencer Marketing Set to Surge in India During 2024
Influencer marketing, where brands partner with people online to promote products, is booming in India.
It's a growing industry, with brands spending more and more money on it.
Many brands are now working with influencers for longer periods of time.
Influencers help people find new products.
The government is also supporting content creators with funds, making the industry even bigger.
However, finding the right influencers and concerns about the impact are ongoing challenges.
India's influencer marketing industry is estimated at ₹3,600 crore in 2024, projected to grow 25% by 2026.
72% of brands favor long-term influencer partnerships; 95% prefer macro-influencers (100K-1M followers).
Micro-influencers (10K-100K followers) are gaining traction, especially in automotive and consumer durables.
Over two-thirds of social media users turn to influencers for product discovery and information.
92% of brands are incorporating influencer marketing into their 2024 marketing mix.
- Who
- Brands, influencers, consumers, and marketing platforms.
- What
- Influencer marketing is experiencing rapid growth and adoption by brands in India.
- When
- Growth ongoing through 2024 and projected through 2026.
- Where
- India
- Why
- Due to increasing consumer reliance on influencers, and government support.
Mass Media Advertising
Influencer Marketing
Effectiveness
Mass Media Advertising
High visibility and creative control with broad reach.
Influencer Marketing
Targeted, interactive engagement but faces scalability limitations.
- Industry Value (2024)
- ₹3,600 crore
- Projected CAGR
- 25% till 2026
- Brands using Influencer Marketing
- 92%
- Brands favoring Long-Term Partnerships
- 72%
- Macro-Influencer Preference
- 95%
