From Influencers to Entrepreneurs: The Rise of India's Social Media Brands
New Delhi, maandag, 30 juni 2025.
In a striking shift, social media influencers in India are transforming their digital reach into successful retail enterprises. Nearly 9 out of 10 startups now collaborate with creators to rapidly build trust in a crowded digital landscape. This trend is driven by a sophisticated ecosystem where influencers convert their authentic connections with audiences into brand value. Particularly in beauty, fashion, and lifestyle sectors, content creators are competing with established Bollywood brands. The shift goes beyond monetising fame: it’s about translating digital trust into tangible business value, supported by a growing digital population of over 800 million internet users in India.
The Rise of Creator Economy in India
Social media influencers in India are transforming their digital reach into advanced retail enterprises, with 88 percent of brands collaborating with creators to build trust and reach [1][2]. This trend is driven by an ecosystem where influencers convert their authentic connections with their audience into brand value [3]. Particularly in beauty, fashion, and lifestyle sectors, we see content creators competing with established Bollywood brands [4].
Digital Transformation and Market Expansion
Over 70 percent of Indian startups have integrated AI into their operations, with 87 percent of AI users seeing a significant improvement of approximately 30 percent in marketing efficiency [5]. The omnichannel approach is becoming increasingly critical, with 67 percent of startups combining online and offline retail strategies [6].
Geographical Expansion and Market Penetration
Startups are broadening their horizons, with 52 percent expanding internationally, particularly to the US, UAE, and UK [7]. Moreover, many enterprises are focusing on Tier II and III cities, leveraging local language content and regional influencers [8]. All of this is supported by India’s massive digital population of over 800 million internet users [9].