Summary:

According to a Kofluence analysis, the influencer marketing sector in India is expected to grow to Rs. 5,000 crore by 2027 as the creative economy gets more institutionalised and structured. The sector is becoming more formalised due to stricter rules, increased creator professionalisation, broader adoption of AI tools, and stronger brand accountability. As influencer-led marketing ecosystems mature, the industry is moving from unofficial brand ties to quantifiable and carefully managed alliances. Millions of digital artists are currently supported by India's creator economy, and Tier-II and Tier-III cities are increasingly participating. Growth is also being supported by rising internet access and consumption of digital media. In the advertising, media, and technology sectors across the country, AI-powered analytics and campaign optimisation tools are also increasing productivity and assisting firms in more accurately assessing campaign results.

Source: IBEF

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