India’s influencer marketing industry is set to grow by 25% this year, rising from ₹3,600 crore in 2024, according to the ‘India Influencer Marketing Report 2025’ released by The Goat Agency (WPP Media) and Kantar.
The report highlights that the past 12 months have seen over 20 mergers and acquisitions in the media and marketing sector, with agencies ramping up their influencer marketing capabilities.
It notes that 70% of brands cited trust and credibility as key reasons for working with influencers. The Indian government has also launched a $1 billion fund aimed at supporting content creators and improving production quality and reach.
One notable trend is the growing focus on content quality and creator relevance rather than just follower count. Among manufacturing brands, 85% now prioritize content quality when selecting influencers. Additionally, 72% of brands are leaning toward long-term partnerships, while 95% prefer macro-influencers due to concerns around content control and brand safety.
Micro-influencers are also gaining popularity in high-consideration categories such as automotive and consumer durables, with 85% of marketers in these sectors planning to increase investments.
Ashwin Padmanabhan, chief operating officer of WPP Media, South Asia, commented: “Today’s consumers aren’t just buying products, but also stories, communities, and creators they trust. With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity.”
Puneet Avasthi, director at Kantar, added that the industry is shifting from merely focusing on reach to emphasizing relevance, resonance, and measurable results.
From the consumer perspective, creators remain highly influential, with over two-thirds of Indian users turning to influencers for product discovery, information, and purchase decisions, the report stated.