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India’s creator economy, valued at Rs 125 billion in 2024, is projected to grow to nearly Rs 500 billion by 2030, marking a compound annual growth rate of 25%, according to a recent EY report. The shift is being driven by a broader move from celebrity endorsements to creator-led storytelling, backed by discovery tools, analytics, and campaign management platforms.
“India’s creator economy, valued at INR125 billion in 2024, is set to reach nearly INR500 billion by 2030—a 25% CAGR—as brands pivot from celebrity endorsements to creator-led storytelling powered by discovery, analytics, and campaign tools.”
The report noted that India is now home to more than four million influencers—up from approximately 962,000 in 2020—representing a 322% increase over four years. Nano influencers, defined as those with fewer than 1,000 followers, constitute nearly two million of this total number, suggesting a growing demand for hyper-niche engagement.
Government support is a key driver of this expansion. In March 2025, the Indian government announced an Rs 83 billion fund to aid content creators in skill development and international growth. This initiative is aimed at nurturing digital talent and reinforcing India’s position in the global creator economy.
EY also highlighted how Indian influencers are increasingly gaining international visibility. Influencers such as Niharika NM and Prajakta Koli have built large followings and secured partnerships with organisations like UNICEF and the Bill & Melinda Gates Foundation, illustrating the global reach of locally resonant storytelling.
Supporting this momentum is a robust content creation infrastructure across Indian states and a strong skilling ecosystem. The Media and Entertainment Skills Council (MESC), under the National Skill Development Corporation, has conducted over 560,000 training sessions and certified more than 900 trainers to meet industry needs.
With India’s media and entertainment sector projected to reach Rs 3.1 trillion by 2027, the EY report concludes that the creator economy will remain central to driving innovation, employment, and digital engagement in the years ahead.
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