Value of influencer marketing industry in India 2021-2026

As of 2022, the influencer marketing industry in India was valued at over 12 billion Indian rupees. It was projected to grow at a compound annual growth rate of 25 percent over the next five years. The industry's market value was further estimated to amount to 28 billion Indian rupees by 2026. Nearly 55 million urban Indians were direct consumers of influencers of various kinds as of 2022.

Influencer impact

In India, influencers have become a vital channel for businesses, forging authentic connections with audiences through relatable content. They play a crucial role in influencing consumer purchase decisions and product research. The influencer marketing industry has witnessed widespread adoption across sectors, with the personal care vertical leading with a 25 percent market share in 2022. Other key sectors like food, fashion, jewelry, and mobile/electronics have also embraced influencers to strengthen brand messages and connect with their target audiences.

Modes of influence

Short-form video platforms were the most preferred choice for content creation, given their raging popularity among users and creators alike. These platforms offer influencers a medium to share concise and impactful messages with their followers. Additionally, the practice of live-streaming was a widely followed trend, facilitating real-time interactions with audiences. This led major e-commerce players such as Amazon and Flipkart to release a live commerce feature on their platforms.