Influencers are rapidly becoming entrepreneurs, competing with film actors; Industry will be worth Rs 3375 crore

Influencers, who are leaving their mark with millions of followers and shaping stories and trust in people's minds, are now quickly becoming entrepreneurs. Experts say that the story of influencers turning into founders in India is a natural progression. Besides influencer marketing, this shift can also create new value. According to consultancy firm Ernst & Young (EY), the marketing industry in this sector is forecasted to reach Rs 3,375 crore by 2026.

From trending audios and viral filters, India’s top social media influencers are now expanding into the fashion world, owning brands in beauty, fashion, and beyond. Content creators like Kusha Kapila, Nitibha Kaul, Neetu Bisht, and Sunny Chopra are trying their hand at entrepreneurship and are now competing with popular Bollywood celebrities like Katrina Kaif and Kriti Sanon. Their strategy is to build micro-communities of followers, ranging from 1 million to 1 crore. Kapila has launched a shapewear brand called Underneat. Nitibha Kaul introduced skincare products named AltKay Beauty. Neetu Bisht started Netose Clothing, and Sunny Chopra launched a fashion brand called Kasunch. Kaif owns Kay Beauty, while Sanon has a skincare brand called Hyphen.

According to global research firm Influencer Marketing Hub, influencer marketing has propelled social media to become the world's largest advertising channel, surpassing paid search with an annual spend of $247.3 billion in 2024. India ranks third among major markets. Influencers evolving into entrepreneurs is a natural development in the creator economy. What makes them unique is their genuine, deep connection with their audience. This trust is especially valuable when launching a brand today.