India’s creator economy is booming as influencers start businesses

PREETI Sarkar started posting on YouTube at the age of 18. The 24 -year -old collected about 1.6 million on Instagram and YouTube, and launched her clothes brand.

It is part of the increasing wave of influencers in India who have started their own business since the foundation of social media.

Many senior creators in India benefit from their fans ’bases to build direct works for the consumer-from Nitibha Kaul’s Cosmetic And Kosha Kabila Shapewear brand To Gaurav Taneja’s Sports feeding brand.

“It is a very modern trend for influencers [in India.] Historically, we have seen successful entrepreneurs in India who became influential, not the other way around [around]”Amiya Swarrup, who heads Marketing Consultant and an Ey, I told CNBC made it.

The creative economy in India has seen a significant increase in recent years. According to May a report Written by Boston Consulting Group (BCG), there are now more than 2 million investor content creators who affect more than $ 350 billion in consumer spending in the country.

The direct revenues of the creator’s ecosystem will grow from about 20 billion dollars to $ 25 billion in the fiscal year 2024 to more than $ 100 billion by the end of the contract, according to the report.

Today’s creators are not just artists – they also form consumer preferences and purchase decisions. The ecological system is expected to lead more than $ 1 trillion of the “affected designer” consumption by 2030, according to the BCG report.

Today, Sarkar uses a similar strategy to market her clothes brand, preetizen. Instead of employing professional models for her marketing campaign, Sarkar decided to launch a social media campaign in February asking her followers to apply to become models for her clothing line.

“We have made [it] A brand driven by society … I told them: “If you want to become a model, I do not care about your length or your skin color or you look … I just want you to write [that you are] Interested in this post, and I will choose 10 people to become the face of my brand. “

“You will not believe [it.] There were 60,000 comments in addition to … I was receiving calls. “It was crazy, we went to most of them, and we chose 10 people,” Sarkar said, adding that the marketing campaign was a great turning point for its company.

Likewise, influencers have become an integral part of many marketing campaigns in India. This is largely due to the content of the contents who have an audience that trusts them and their recommendations – which is very important for sales, Swarob said.

The influencers in India create custom content that can be liked for specific areas and excessive local preferences. SWARUP added that this may be very difficult for the traditional media to do, so the content creates leak this gap.

“I think … the brands have also realized that the participation of the original influence and the transparency [can] The brands are largely useful. “

It has been common for a long time to see creators in the United States to benefit from their fans to create income flows, but the trend is relatively emerging in India.

Swarob said it comes through natural progress. In recent years, smartphones and data have become more Accessible and At a reasonable price In India. “In 2008, there were 346 million SIM mobile cards registered in India. Between 2008 and 2024, this number is more than three times,” he said. India data.

The use of data in India from about 12 GB per month in the fiscal year 2020 to about 27 GB per month in the fiscal year 2024, according to BCG.

“It is all about demand and supply … Data consumption has really increased thanks to Low [cost data] The packages are consumers [using]Swarob said.

Therefore, the influencers grew after that, and with the increase in their checks, the size of their wallet increases, right? They are looking for [into] He added.

In particular, Covid-19 was also gave a big boost to this industry.

“We are at a turning point where influential marketing [industry] I have already grown during the time and time after attendance, because [many people] He went digitically, and this was the only form of participation, interaction, or … the communication that was happening. “

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