India’s influencer marketing industry is undergoing a transformation—from a tactical media channel to a strategic brand lever, according to the newly launched India Influencer Marketing Report 2025 by WPP Media’s The Goat Agency in collaboration with Kantar.
Valued at ₹3,600 crore in 2024, the sector is forecasted to grow by 25% in 2025, reflecting the rising maturity and strategic relevance of influencer marketing (IM) in India. The study, powered by Kantar’s TGI syndicated data, is positioned as a first-of-its-kind deep dive into the evolving dynamics of the Indian influencer ecosystem, offering brand marketers a comprehensive lens on trends, challenges, and opportunities.
Key Shifts: From Vanity Metrics to Strategic Value
A standout insight is the industry-wide pivot from prioritizing follower counts to valuing content quality and creator relevance. Among manufacturing brands, 85% now place greater importance on the quality of influencer content than on their reach.
Another major trend is the move toward long-term partnerships and macro influencers, with 72% of brands opting for sustained collaborations and 95% preferring macro creators for improved content control and brand safety. However, micro-influencers are also making their mark—especially in high-involvement sectors like automotive and consumer durables, where 85% of marketers plan to increase investments.
Engagement Over Exposure
As brands refine their ROI frameworks, metrics are shifting. Engagement rate (39%) and content quality (36%) are now seen as stronger performance indicators than raw reach. However, one challenge continues to dominate: discovering the right influencers. Over 83% of marketers—and a staggering 95% in BFSI—struggle with influencer discovery, indicating a need for better discovery tools and platforms.
Influencers Reshaping the Purchase Funnel
From a consumer perspective, the impact of creators on buying decisions remains strong. Nearly 70% of Indian consumers turn to influencers for product information, discovery, and even final purchase actions. Trust and credibility top the list of reasons brands invest in influencer marketing—cited by 70% of all brands, and even more so in sectors like BFSI (77%) and FMCG (76%).
Ashwin Padmanabhan Chief Operating Officer, WPP Media South Asia, said, “We are witnessing the evolution of influence from a marketing channel to a cultural force. Today’s consumers aren’t just buying products, but they are buying into stories, communities, and creators they trust. This report is our attempt to decode that shift. With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity. We are not just tracking the curve; we are helping brands stay ahead of it.”
“Influencer marketing in India is no longer just about reach it’s about relevance, resonance, and results. What this report makes clear is that brands are evolving their approach moving from vanity metrics to meaningful engagement and long-term partnerships rooted in trust. As consumers become more discerning, the role of influencers in shaping perceptions, guiding discovery, and driving action has never been more critical. The future belongs to brands that treat influencers as strategic collaborators, not just content amplifiers,” said Puneet Avasthi, Director – Specialist Businesses, Insights Division, Kantar.
As the industry matures, the report calls for a renewed emphasis on sustainable, insight-led partnerships between brands and creators. With regulatory scrutiny rising and consumers becoming more discerning, authenticity, brand fit, and storytelling will define the next phase of influencer marketing in India.
Access the full report here: India Influencer Marketing Report 2025
