Shah Rukh Khan has emerged as India's most valuable celebrity brand in Kroll India's 2025 Celebrity Brand Valuation report, with an estimated brand value of USD 177.9 million.

Ranveer Singh retained the second spot with a brand value of USD 162.9 million, followed by cricketer Virat Kohli at USD 158.4 million. Sachin Tendulkar ranked fourth with USD 125.9 million, while Mahendra Singh Dhoni rounded out the top five at USD 115.3 million.

According to the report, the combined brand value of India's top 25 celebrity brands stood at USD 2 billion in 2025, a 3.7% decline from the previous year.

Among the biggest movers, Shah Rukh Khan climbed from third to first place, while Sachin Tendulkar and MS Dhoni each moved up one rank. Ananya Panday rose to 19th, Samantha Ruth Prabhu to 21st, Janhvi Kapoor to 23rd and Shraddha Kapoor to 24th.

The report also found that digital endorsements now account for a larger share of celebrity partnerships. For several leading celebrities, digital campaigns made up 60% to 75% of their brand associations in 2025, compared with 40% to 60% in earlier years.

Kroll's rankings are based on celebrities' endorsement portfolios and their relative social media presence.

The list of Kroll’s top 25 celebrity brands for 2025 is as follows: 

Umakanta Panigrahi, managing director, Valuation Advisory Services, Kroll, said, “The 2025 rankings reflect how celebrity brand value is being shaped by a combination of traditional endorsement strength, digital relevance, social media engagement and emerging AI-led opportunities. While established names continue to command significant brand equity, digital-first engagement and new monetisation models, including entrepreneurial ventures, are increasingly influencing the next wave of celebrity brands. As these drivers of influence become more diverse, measuring celebrity brand value requires increasingly sophisticated approaches that capture both commercial impact and digital relevance.”

Vinit Karnik, business head, GroupM ESP, added, “India’s celebrity endorsement landscape continues to evolve, with legacy icons like Shah Rukh Khan, MS Dhoni and Virat Kohli retaining strong brand equity, while emerging talent and digital-first personalities are rapidly gaining ground as brands prioritise relatability, cultural relevance and audience engagement. We expect an acceleration in the trend of celebrities launching and scaling their own brands. Cricket stars will continue to dominate the endorsement space, supported by their unparalleled reach, engagement and recall among Indian audiences. As the drivers of celebrity value become increasingly diverse and interconnected, Kroll's unique ability to handle complex valuations plays a key role, and its Celebrity Brand Valuation study offers an important perspective on this evolving landscape.”