My Haul Store is a personalised influencer marketing agency in India with 24*7 service. It helps to connect brands and influencers and promises brand affinity and brand awareness for products and services.
Abhishek Vyas serves as Founder & CEO of My Haul Store. He has not only built a platform that connects brands with influencers but has also scaled the business to achieve a projected turnover of 200 crore for the fiscal year 2024-2025. This growth is a testament to his understanding of the influencer marketing landscape and his ability to execute on a bold vision.
Medianews4u.com caught up with Abhishek Vyas, founder, CEO My Haul Store.
Q. Is there a need to bring trust, compliance and measurable impact back to the heart of influencer marketing?
Yes, there is. Over the years, influencer marketing has grown really fast, but somewhere along the way, the focus has shifted from genuine influence to just fake numbers. Today, brands want more than just views or likes; they want real engagement and accountability.
Trust, compliance, and measurable results are what will keep our space strong in the long run. Here, we have ensured that every campaign is transparent, the creators are verified, and the brands clearly see the value they’re getting.
Q. Are delayed payments and fraud issues in the industry?
Yeah, it happens a lot. Many of the creators don’t get paid on time, and sometimes even brands are fooled by fake profiles or wrong numbers. It’s not a great part of the industry that I love.
We’ve tried to fix that in our own system; we make sure payments go out when promised and that every creator we work with is verified. When things are clear and fair from both sides, the work automatically becomes smoother.
Q. My Haul Store focuses on transforming hyper-local marketing with its network of 50,000 regional influencers across 10,000 pin codes. What does this entail?
Honestly, it’s quite simple. India changes every few kilometers — language, habits, even what people watch or buy. So if a brand wants to really connect, they need local voices. That’s what we do.
We have creators in small towns and cities who understand their audience better than anyone else. They talk in the local language, and they know what clicks. Through them, brands can reach real people in a way that feels natural, not like an ad.
Q. Amazon was My Haul Store’s first big client years ago. How did this help boost awareness about the agency and what tactics have worked in scaling up?
Working with Amazon really changed things for us. It was our first big break, and it gave us a chance to show what we were capable of.
We managed to prove that regional creators could actually drive real results, even for such a big brand. That one campaign opened a lot of doors, more people started taking us seriously. From there, we just kept improving our tech and processes, but the idea has always been the same: keep things creative, keep things real, and deliver results.
Q. My Haul Store earned revenue of Rs. 200 crore for the fiscal year 2024-2025. What goals have been set in the coming three years?
Over the next few years, we want to go much deeper into India, reach more tier-2, tier-3, and even rural areas, because that’s where the real growth is happening. The idea is to keep expanding our creator network, work with more brands every year, and build stronger regional campaigns in local languages.
Alongside that, we’re also looking at adding new services like content creation, on-ground experiences, and better data tools to help brands plan smarter campaigns. Financially, we want to keep growing steadily; maybe two to three times from where we are now, but in a way that’s healthy and sustainable.
Q. Does My Haul Store look at client’s business conversions as an ROI of work that it does? Are vanity metrics declining in importance?
Yes. In the next few years, we want to go deeper into smaller towns and cities, even rural areas, because that’s where the next wave of digital growth is.
The plan is to grow our creator base, work with more brands every year, and do more campaigns in local languages. We also want to add new things like content creation, on-ground activities, and better tools to track results. The idea is to grow two to three times from where we are today, but to do it steadily and in a way that lasts.
Q. Could you talk about the challenges faced by a brand in rising to a position of influence in the mind of the consumer?
Becoming a brand people genuinely trust isn’t easy. There’s too much noise, and audiences can instantly tell what’s real and what’s not. We’ve seen that many brands struggle to keep their story consistent and their collaborations honest.
It’s also tough to balance modern trends with regional tastes and languages. It’s always tricky to mix new trends with what people actually like in different regions.
What clicks online might not work the same way in smaller towns. Over time, we’ve seen that the real impact comes from simple, honest communication—not from big or flashy campaigns. When a brand keeps showing up with genuine intent, people just connect to it naturally.
Q. Brands are expected to spend over Rs. 700 crores on influencer marketing in the festive season and a lot will go towards the tier two and three towns and cities. Collaborations will rise by 40 percent. Will the festive season for My Haul Store compared with last year be a lot better?
About this festive season, yeah, we’re feeling positive. Our network has grown a lot; we’re in more towns now, and we understand regional audiences better than before.
Brands are also more open to doing local-language content, which helps a lot. So, we’re expecting a good jump this year—both in reach and the kind of engagement we get.
Q. 15 per cent of brands using influencer marketing this year are doing so for the first time mainly in D2C and regional. What advice would you give them on standing out in the festive season when everybody will be shouting?
For first-time brands, it’s crucial to focus on authenticity and niche resonance rather than chasing mass appeal from day one. Pick influencers whose audiences really align with your product and values, use regional or local creators to connect emotionally with underserved markets, lean into storytelling rather than just promotions, and ensure fast feedback loops – test, measure, adjust.
Also, mix formats (short videos, reels, stories) and consider UGC (user-generated content) to add credibility. Don’t just shout louder; shout smarter.
Q. In an era of declining attention spans especially among Gen Z and millenials what tactics should influencers use to gain trust early among them?
Influencers must lead with value, not just visuals, meaning content that solves a problem, entertains meaningfully, or resonates emotionally in the very first 3-5 seconds.
Consistency matters: being reliable in posting, honest in reviews, and transparent about endorsements. Micro-stories, behind-the-scenes, and raw moments often win trust more than slick production. Also, engaging with comments, acknowledging feedback, and showing vulnerability helps. Native language, local culture references, and being part of relevant conversations are key anchors for Gen Z and millennials.
Q. What role is AI playing in helping the agency bridge the gap between the client and its audience in no time?
At My Haul Store, AI helps in influencer discovery (matching creators to target audiences more precisely), content performance prediction, automating scheduling and moderating content, and assisting with creative ideation, based on data signals.
It fastens up the process like vetting influencers, identifying fake followers or inflated metrics, and optimizing budgets toward what works best.
Q. How is predictive analytics helping the agency reimagine consumer engagement?
Predictive analytics helps us to evaluate ahead of time. It gives us clarity on what might work before actually spending money or time on a campaign.
It allows us to deeply analyse which creators or which regions have given us better results. This helps us to make faster, more informed decisions during festive seasons or major sales, ensuring we’re well-prepared and strategically aligned.
Q. Could you offer a few recent examples where reaching audiences in their native languages has helped brands foster deeper connections?
For a client in the beauty sector, regional creators who spoke in Tamil or Gujarati drew more traction than the national campaign. People always connect to their language and cultural references.
We did a regional outreach campaign for Mamaearth and Godrej in tier-2 and tier-3 towns, and the local-language content created stronger recall and purchase intent. Whether it’s Hindi, Bengali, or Marathi, speaking the audience’s language makes the communication personal, and that’s where trust begins.
