As influencer marketing in India enters a more mature phase, Narratif has officially launched with the ambition of redefining how brands build, manage and scale influence. 

Co-founded by Rushabh Deena Shah and Sarvesh Singh, Narratif is built on the idea that influence should be engineered, not accidental. 

Singh, who will lead business strategy and revenue, brings over two decades of experience across companies such as Wondrlab India, The Times Group, BIG CBS, Mahindra, and Magicpin. Shah, who will lead strategy and research, has worked across influencer marketing, creator tech and digital operations, including stints at Schbang, Opportune and through ventures such as Regional Influencers and RI Webventures.

The founders argue that while influencer marketing has grown rapidly, it remains fragmented, with brands frequently rotating creators, working with multiple agencies, and struggling to link influencer activity to tangible business outcomes.

The company describes itself as an influencer strategy consultancy and enterprise creator intelligence platform, aiming to move the industry beyond short-term, campaign-led execution toward long-term, narrative-driven creator ecosystems.

Narratif aims to position itself not as another influencer agency, but as a strategic and technological backbone for creator marketing. Its model combines three elements: strategy, creative intelligence and enterprise governance into what it calls a 'triple-engine' system designed to bring structure, predictability and accountability to influencer programmes at scale.

The company intends to target large, influencer-heavy organisations across FMCG, beauty, D2C, retail, e-commerce, fintech, electronics, OTT and travel sectors where brands operate across multiple markets, agencies and platforms and increasingly demand transparency and long-term value from influencer investments.

While global platforms such as CreatorIQ and Upfluence have popularised enterprise creator governance, Narratif believes there has been no equivalent solution built for India’s scale and diversity. It aims to fill that gap with an India-first approach that can also travel globally.

Looking ahead, Narratif plans to work with leading Indian consumer brands and partner with execution agencies, while also exploring expansion into the Middle East and Southeast Asia.

The company’s long-term ambition, the founders say, is to become the strategic and technological backbone of the creator economy.

The founding team said, “Influencer marketing has grown faster than the systems managing it. Brands today spend heavily on creators but lack governance, consistency, and long-term strategic control. Narratif exists to change that by helping brands own their narrative. We are not building another influencer agency. We are building the systems, intelligence, and strategic thinking that will define the next decade of influence in India and beyond.”