Influencer Marketing Will Be INR 900 CR Market in India By The End of 2021

Expected to grow at a CAGR of 25% till 2025 making it a 2200cr industry

Mumbai, September 17, 2021: INCA, GroupM’s brand-safe influencer and content marketing solution unit and exchange4media Group today announced the release of The India Influencer Marketing Report. To be an annual highlight in the calendar, this industry report is the first ever to quantify the current and predict the future path of influencer marketing in India. The report looks at all aspects of the industry including trends and the impact of regulation.

The influencer marketing industry is undergoing a transformation triggered by the pandemic as well as the rise of brands wanting to connect with consumers directly.

The inherent nature of the industry makes it difficult to track and quantify, but GroupM with its INCA platform has done the same across campaigns executed by brand and influencer categories. INCA is the only data-driven; outcome (ROI) based influencer solution in India.

Please use this link to download your copy

In India, out of 1.3 billion people, a third (more than 400 million) already had access to social media before the pandemic. This number has surely skyrocketed in the last 18 months and there is a significant shift in consumer behavior that is the real fuel for the growth of the segment.

Commenting on the report, Prasanth Kumar, CEO – GroupM South Asia said, “Over the last few years, brands have shown significant interest in influencer marketing. The pandemic has accelerated the adoption of influencer marketing by brands making it an integral part of the brand marketing strategy and is now an important part of our media mix recommendation to brands. The key factor that has got brands interested is the bond of trust and authenticity that influencers share with their audiences, thus helping brands associate with an influencer to leverage the same. This report is our effort to help marketers understand various aspects of influencer marketing in the country. Consumer behavior is changing at a fast pace, and we want to empower marketers with the knowledge that can help them.”

According to the report, top 4 categories i.e., Personal care 25%, F&B 20%, Fashion & Jewelry 15% and Mobile and electronics 10%; contribute 70% volume of influencer marketing. On the influencer radar, celebrities contribute 27% while influencers contribute 73%. Nearly two-thirds of the Indian population follow an influencer. Brands can probably interpret that influencers and creative storytelling correlate with brand differentiation, a key advantage as attention spans get shorter.

Nawal Ahuja, Co-Founder – exchange4media added, “The sway of ‘everyday’ influencers has finally got the attention of the CMO. Spurred by the pandemic, today’s influencer arena has become a crowded marketplace. The result of which is a wave of content creators from the nichest genres and smallest towns of the country. Brands have plenty to choose from and while everyone is happy to ride on the bandwagon, the golden rules of marketing become even more relevant. Understanding of the category and fit with the influencer audience, quality over quantity will become key areas of focus. We are happy to partner with Group M – INCA to bring out this first edition of the report.”

Ashwin Padmanabhan, President – Partnerships and Trading of GroupM India said, “Influencer marketing industry is at a point of inflexion and can take off, subject to the industry initiating to measure, quantify and make investments in influencer marketing accountable. The ‘India Influencer Marketing Report’ is GroupM and INCA’s attempt to do the same. Not only have we tried to quantify the industry, but we have also attempted to define and standardize the various formats and industry terms. We hope this report will catalyze the industry and ensure the power of influencers is harnessed effectively!”

About INCA:

INCA is GroupM’s brand-safe influencer and content marketing solution. Using proprietary technology, in-house experts, and a network of industry-leading partners, INCA provides influencer selection and content production services, as well content distribution at scale across social and publisher platforms. Our creator partnerships, campaign workflows, and active reporting tools assure full control and brand safety for advertisers and their agencies, while helping them optimize their campaigns towards measurable business outcomes. INCA is part of GroupM, the world’s largest media investment company, and has operational teams active in 25 markets around the world. Learn more at

About GroupM:

GroupM is the world’s leading media investment company responsible for more than $50B in annual media investment through agencies Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. GroupM’s portfolio includes Data & Technology (Choreograph), Investment and Services, all united in vision to shape the next era of media where advertising works better for people. By leveraging all the benefits of scale, the company innovates, differentiates and generates sustained value for our clients wherever they do business.

About exchange4media

e4m was set up in the year 2000 with the aim of publishing niche, relevant and quality publications for the marketing, advertsing and media professionals.

Media Contact

Pranali Gandhi
Genesis BCW
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Media Contact

Yadu Krishna
Genesis BCW
[email protected]