Mumbai: Shah Rukh Khan has emerged as India’s most valuable celebrity brand, driven by a significant expansion in endorsements, sustained brand visibility, and renewed commercial relevance beyond cinema, according to the latest celebrity brand valuation analysis. The Kroll report highlights that while the actor’s blockbuster films helped re-establish his audience pull, it was the growth in his endorsement portfolio that propelled him to the top of the rankings.
The report notes that Shah Rukh Khan climbed to the No. 1 position in 2025 with a brand value of USD 177.9 million, up 22% from USD 145.7 million in 2024. His normalized brand associations increased from 28 to 36 during the year, while his endorsement fee remained steady at around ₹10 crore, underscoring the strength of his commercial appeal.
The analysis states, “Shah Rukh Khan’s comeback has moved beyond cinema. He has translated renewed cultural relevance into durable commercial demand across categories, demographics and platforms.”
According to the report, Shah Rukh Khan’s resurgence has been fueled by a diversified endorsement portfolio rather than a stronger film slate. His visibility across advertising remained among the highest in India during 2025, with associations spanning nearly 35 brands, including new campaigns for Harpic and Zomato, strengthening his presence across both FMCG and digital-first consumer categories.
Ranveer Singh Retains Second Position
Ranveer Singh retained the second spot with a brand value of USD 162.9 million, despite headlining one of the year’s biggest box-office successes with Dhurandhar. The report explains that while the film reinforced his audience connect and increased his endorsement fee from around ₹7.5 crore to ₹8 crore, a decline in the number of active brand partnerships from 45 to 38 impacted his overall valuation.
The report notes that celebrity valuation extends beyond box-office performance and takes into account factors such as endorsement portfolio strength, brand diversification, commercial engagement and fee structures. Shah Rukh Khan’s broader commercial ecosystem ultimately gave him an edge over Ranveer Singh during the valuation period.
Samantha, Janhvi and Shraddha Among Top Gainers
The rankings also saw several notable movers. Samantha Prabhu entered the Top 25 at Rank 21, with her brand value rising 30% year-on-year to USD 43.1 million, supported by a robust endorsement portfolio, growing pan-India appeal and sustained social media influence.
Janhvi Kapoor entered the Top 25 for the first time in five years with a brand value of USD 34.2 million, aided by successful film releases and rising popularity among younger audiences. Shraddha Kapoor also re-entered the list with a brand value of USD 31 million, driven by a 30.4% increase in endorsements and partnerships with brands including Asics, Neutrogena, Amazon, Disney, Havells, Lux, Nykaa and JioMart.
Gen Z Stars Continue Strong Growth
The report identifies Gen Z Bollywood actors as the fastest-growing celebrity cohort. Ananya Panday advanced to Rank 19 from Rank 25, supported by higher endorsement volumes, increased fee levels and collaborations with brands such as Airbnb, American Eagle, Chanel, Pinterest and Procter & Gamble. Janhvi Kapoor also posted more than 25% value growth, reflecting her expanding fan base and growing resonance with young consumers.
Umakanta Panigrahi, Managing Director, Valuation Advisory Services, Kroll, said, “The 2025 rankings reflect how celebrity brand value is being shaped by a combination of traditional endorsement strength, digital relevance, social media engagement and emerging AI-led opportunities. While established names continue to command significant brand equity, digital-first engagement and new monetization models, including entrepreneurial ventures, are increasingly influencing the next wave of celebrity brands. As these drivers of influence become more diverse, measuring celebrity brand value requires increasingly sophisticated approaches that capture both commercial impact and digital relevance.”
Vinit Karnik, Business Head, GroupM ESP, said, “India’s celebrity endorsement landscape continues to evolve, with legacy icons like Shah Rukh Khan, MS Dhoni and Virat Kohli retaining strong brand equity, while emerging talent and digital-first personalities are rapidly gaining ground as brands prioritize relatability, cultural relevance and audience engagement. We expect an acceleration in the trend of celebrities launching and scaling their own brands. Cricket stars will continue to dominate the endorsement space, supported by their unparalleled reach, engagement and recall among Indian audiences. As the drivers of celebrity value become increasingly diverse and interconnected, Kroll’s unique ability to handle complex valuations plays a key role, and its Celebrity Brand Valuation study offers an important perspective on this evolving landscape.”
