How India’s creator economy is making waves in marketing, ET BrandEquity

Representative image The evolution of influencer marketing in India has been remarkable. As the industry gained momentum globally, India’s ecosystem emerged as one of the most dynamic markets, driven by creators who shape trends and lead conversations. The Qoruz report has analysed the rise of influencers across categories, highlighting several key trends shaping the influencer marketing space.

The latest report from Qoruz, an Influencer Marketing Intelligence Platform, has revealed the rise of the influencer ecosystem in India over the last four years. From just 962,000 influencers in 2020, the creator economy has expanded to 4.06 million influencers in 2024, reflecting a staggering 322 per cent growth. This rapid growth highlights the increasing reliance on authentic, creator-driven content as brands tap into the power of influencer-led marketing to connect with their audiences.

Gaming has been one of the fastest-growing categories, achieving a remarkable 213 per cent growth between 2020 and 2022 and reaching 467,000 influencers by the end of 2024. Travel influencers have rebounded strongly after the pandemic, showing a 212 per cent surge in 2023 and firmly establishing themselves as a critical part of the ecosystem. Parenting influencers have also shown steady growth, rising from 87,000 in 2020 to 362,000 in 2024, demonstrating the increasing demand for family-focused and relatable content.

Categories such as Fashion, Beauty, and Tech have remained consistent performers, with Fashion leading the pack with 470,000 influencers by the end of 2024. The report also notes significant growth in niche categories such as Infotainment and Finance, which have rapidly gained traction. Infotainment recorded a 126 per cent growth rate, while Finance grew by 91 per cent between 2020 and 2022. By 2024, Infotainment influencers reached 203,000, and Finance grew to 232,000.

Looking ahead to 2025, Fashion, Arts and Entertainment, and Gaming are projected to lead in influencer numbers, with evolving audience preferences driving their growth. Fashion is expected to maintain its dominant position with 470,000 influencers, while Arts and Entertainment and Gaming are projected to reach 430,000 and 467,000 influencers, respectively.

Beyond these leading categories, other segments have also shown notable growth. Health and Fitness, a category fueled by the post-pandemic focus on wellness, grew steadily, doubling its influencer base to reach 295,000 in 2024. The Food category, despite a brief decline, bounced back to end 2024 with 242,000 influencers, driven by the rise of culinary enthusiasts and at-home chefs.

Sharing his insights, Aditya Gurwara, co-founder and head of brand alliances at Qoruz, remarked, “Over the years, we’ve seen a significant shift in how brands approach their marketing strategies. Influencers have moved beyond product endorsements to becoming strategic partners for brands. They create authentic, context-driven content that resonates deeply with audiences, making campaigns more impactful than ever before. Categories like Gaming, Travel, and Lifestyle are growing at an exceptional pace, and brands have an incredible opportunity to align with creators who truly understand their audiences.”

“The key to success lies in building long-term relationships with these creators, leveraging data to identify the right fit, and creating campaigns that go beyond just reach to drive real engagement and trust. This isn’t just the future of marketing—it’s already shaping the present,” Gurwara added.

Praanesh Bhuvaneswar, co-founder and chief executive officer of Qoruz said, “Today, the creator economy has grown from fewer than a million influencers in 2020 to over 4 million in just a few years. This isn’t just about numbers; it is about how creators are transforming the way we communicate, shape trends, and connect with audiences. Influencers have become cultural architects, setting the tone for brands to follow. With the right insights, brands can craft meaningful campaigns and build collaborations that resonate deeply with audiences. This is the ecosystem we envisioned when we started, and it’s only the beginning.”

• Published On Feb 1, 2025 at 03:40 PM IST

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