India’s influencer marketing space is gearing up for another big leap. As per the India Influencer Marketing Report 2025, the industry is expected to grow by 25% this year, pushing the market value from ₹3,600 crore in 2024 to around ₹4,500 crore.
This upward trend isn’t just about more posts or flashier reels. What’s changing is how brands are approaching influencers. The report — jointly released by The Goat Agency (WPP Media’s influencer division) and Kantar — points to a clear shift in priorities. It’s no longer just a numbers game.
Over the last year alone, more than 20 mergers and acquisitions have taken place in India’s media and marketing sector — a clear signal that influencer marketing is no longer a side hustle for agencies.
Traditional firms and digital-first agencies alike are shoring up their content and creator capabilities to keep up with demand.
About 70% of brands said trust and credibility are the main reasons they work with influencers. In a world of fake likes and AI-generated personas, that human connection still matters. The Indian government is also stepping in, having rolled out a $1 billion fund to support creators — focusing on better content, innovation, and production quality.
One of the biggest changes in brand strategy is the move away from chasing big follower numbers. Around 85% of manufacturing brands now care more about content quality and creator relevance than just reach. That’s not to say macro-influencers are out — 95% of brands still prefer them, especially because of tighter control over messaging and brand safety.
But niche voices are getting louder. Micro-influencers, especially in sectors like automotive and consumer durables, are finding more takers. Nearly 85% of marketers in these spaces plan to invest more in smaller, high-engagement creators.
Another trend gaining ground is the idea of working with influencers over longer campaigns, not just quick-hit posts. Around 72% of brands now prefer ongoing partnerships — a sign that influencer marketing is being seen more as a relationship than a one-night stand.
From the consumer’s end, influencers are playing a deeper role in the buying journey. Over two-thirds of Indian users reportedly rely on creators for product discovery, research, and even making purchases. It’s less about hard-selling and more about guiding through storytelling.
As Ashwin Padmanabhan, chief operating officer at WPP Media South Asia, puts it, people aren’t just buying products — they’re buying into creators and communities.
Meanwhile, Kantar’s Puneet Avasthi sees the game evolving fast. “It’s not just about reach anymore. Relevance, resonance, and results are the new pillars,” he noted, hinting at a future where influencers are treated more like co-creators than content pushers.