India Fashion Influencer Marketing Market Outlook to 2028

India Fashion Influencer Marketing Market Overview

The India Fashion Influencer Marketing Market was valued at USD 225.23 million in 2023. The growth is fueled by changing consumer behavior, the increasing adoption of e-commerce, and brands realizing the power of digital endorsements, particularly in fashion.

Major players in the market are the Influencer Marketing Factory, Winkl, and Chtrbox. Influencers such as Komal Pandey and Masoom Minawala collaborate with brands like Myntra and Amazon, with a growing focus on micro-influencers to boost engagement.

In 2024, Meta launched the Creator Lab in India, an educational platform aimed at empowering aspiring content creators. Featuring insights from 14 prominent creators, the initiative focuses on creative expression and community building. Content will be available in English and Hindi, with plans for additional Indian languages.

In 2023, Mumbai emerged as the dominant city in the marketing space, due to its status as the fashion capital of India, housing major brands and a large pool of influencers, particularly in high-end fashion. The presence of agencies and events like Lakm Fashion Week further solidifies Mumbais influence in the fashion industry.

India Fashion Influencer Marketing Market Segmentation

The India Fashion Influencer marketing market is segmented into various factors like influencer, platform, and region.

By Influencer: The market is segmented by influencers into mega, macro, micro, and nano influencers. In 2023, Mega Influencers, with over a million followers, dominate the influencer marketing space and have strong brand loyalty and higher visibility, which allows them to collaborate with luxury and international fashion brands. Their ability to reach a global audience ensures higher ROI for brands, despite the higher cost per post.

By Platform: The market is segmented by platform into Instagram, You Tube, and Other Platforms. In 2023, Instagram holds a dominant position in influencer marketing with visual focus aligns with fashion brands looking to showcase products through stories, reels, and posts. Features like in-app shopping and sponsored ads have made Instagram the go-to platform for both influencers and brands in India.

By Region: The market is segmented by region into North, East, West, and South. In 2023, North India, dominates the influencer marketing landscape by the presence of high-end fashion brands and a large consumer base interested in premium and luxury fashion, along with major internet penetration and purchasing power.

India Fashion Influencer Marketing Market Competitive Landscape

Company

Established

Headquarters

The Influencer Marketing Factory

2017

Mumbai

Winkl

2018

Bengaluru

Chtrbox

2016

Mumbai

Plixxo

2017

New Delhi

Grynow

2019

Gurugram

Good Glamm Group: In January 2022, Good Glamm Group acquired Winkl and Vidooly, consolidating them into Good Creator Co., creating India's largest influencer ecosystem. With 250,000 influencers reaching 70 million users monthly, the new entity is targeting a revenue run rate of 250 crore by December 2022.

Chtrbox: Chtrbox, QYOU Media's India-based influencer marketing agency, has been named Best Influencer Marketing Agency of the Yearand awarded for Best Brand Engagement Campaignat the Entrepreneur India 2023 Influencer Awards. The agency has executed over 1,500 campaigns in the last two years, achieving 94.4% positive responses for the #nofilter Indi Go x Nat Geo campaign, which overachieved expected views by 70% and reach by 150%.

India Fashion Influencer Marketing Market Analysis

Market Growth Drivers

Increasing Social Media Penetration: India's digital landscape is rapidly evolving, with751.5 millioninternet users and a penetration rate of52.4%as of January 2024. Social media usage is significant, with462 millionusers, representing32.2%of the population. Additionally, mobile internet speeds surged to94.62 Mbps, reflecting a418%increase in the past year, driving further digital engagement and growth opportunities.

E-commerce Integration: Fashion e Commerce is projected to reach $1 trillion in sales by end of 2024, up from $668 billion in 2021, with online sales comprising 20.8% of total retail. Mobile transactions account for 64% of fashion purchases, highlighting the shift towards mobile commerce. Personalization drives 50% of purchases, emphasizing the need for tailored shopping experiences.

Rising Digital Advertising Spend: India's digital advertising spending in 2024 is rised, with influencer marketing receiving a substantial allocation. Fashion brands have increasingly shifted budgets from traditional advertising to influencer marketing, with estimates showing that fashion endorsements are becoming the fastest-growing sector within digital advertising.

Market Challenges

Influencer Authenticity Issues: Fake followers and bots have become a growing concern, identified as fake by major social media platforms in 2023. Brands have started to demand transparency, and companies are investing in AI-driven tools to validate influencer authenticity, which presents a challenge for influencers with questionable metrics.

Saturation of Content: With over 2 million fashion influencers across India, the saturation of content poses a challenge in standing out. Brands face increasing difficulties in identifying influencers whose audiences remain engaged in highly competitive spaces, leading to diminishing returns on traditional influencer campaigns.

Government Initiatives

Digital India 2.0: In August 2023, the Indian government expanded the Digital India program with an investment of INR 14,903 crore. The initiative aims to boost India's digital economy by supporting 1,200 startups, adding 540 services to the UMANG app, and launching AI-driven language tools.

ASCI Guidelines for Influencers: In 2023, the Advertising Standards Council of India (ASCI) revised guidelines mandating stricter regulations for influencer advertising, ensuring transparency and reducing misleading promotions. These guidelines directly impact fashion influencers, encouraging responsible content creation and accountability to consumers.

India Fashion Influencers Marketing Market Future Outlook

Key drivers of the India Fashion Influencer Marketing Industry include changing consumer behavior, the increasing adoption of e-commerce, and brands realizing the power of digital endorsements, particularly in fashion.

Future Market Trends

Rise of AI-Driven Influencer Selection: By 2028, AI tools will play a dominant role in identifying the right influencers for brands. AI-driven platforms are expected to manage more than 70% of influencer selection, streamlining processes and reducing the time required to launch campaigns.

Increased Focus on Micro-Influencers: The market will see a shift toward micro-influencers, with brands leveraging their highly engaged audiences. By 2028, over 50 million Indian micro-influencers will be involved in brand campaigns, particularly within the fashion industry, driving higher engagement for smaller, targeted campaigns.
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