India's influencer marketing industry to grow by 25% in 2025: Report

India’s influencer marketing industry is projected to grow by 25% in 2025 from Rs. 3,600 crore (US$ 421.30 million) in 2024, driven by traditional and digital-first agencies enhancing their influencer marketing capabilities, according to the ‘India Influencer Marketing Report 2025’ by The Goat Agency (WPP Media) and Kantar. The report notes a sharp increase in consolidation, with over 20 mergers and acquisitions in the past year as media firms scale up influencer operations. About 70% of brands consider trust and credibility the primary reasons for engaging influencers. Supporting this ecosystem, the Indian government has announced a Rs. 8,545 crore (US$ 1 billion) fund to foster content creators, innovation, and reach.
The report highlights a shift in focus from follower count to content quality and creator relevance—especially for manufacturing brands, 85% of whom prioritise content quality when selecting influencers. Additionally, 72% of brands favour long-term collaborations, while 95% prefer macro-influencers due to concerns about content control and brand safety. Niche micro-influencers are also gaining popularity, especially in high-consideration sectors like automotive and consumer durables, with 85% of marketers in these segments planning to increase investments. From a consumer perspective, over two-thirds of Indian users rely on influencers for product discovery and purchase decisions, emphasising the growing strategic importance of influencers in shaping brand narratives and driving outcomes.

Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.