Influencing with Integrity: India Influencer Marketing Report 2025

The India Influencer Marketing Report 2025, from The Goat Agency and Kantar, maps how brands embed creators into core strategy, not peripheral experiments.

The industry is estimated at ₹3,600 crore in 2024, with 25% growth forecast for 2025. Nearly all surveyed brands treat influencer marketing as strategic or top priority.

Key shifts: 72% prefer long-term partnerships; 85% of manufacturing brands prioritise content quality over follower count; 83% struggle with creator discovery.

Consumers use creators across the funnel: 63% for discovery, 69% for information, 60% for action. Trust and credibility remain the top reasons brands invest, especially in BFSI and FMCG.