Currently valued at INR 3,600 crores, the Indian influencer marketing space is expected to witness a growth of 25%, as per The Goat Agency's 'India Influencer Marketing Report 2025'.

The report was released in collaboration with Kantar. 

As per the report, one of the most significant shifts is the move beyond follower count to content quality and creator relevance, especially among manufacturing brands, where 85% now prioritise content quality when selecting influencers.

Despite rising optimism, the report also highlights persistent challenges, particularly around influencer discovery, with 83% of marketers (and 95% in BFSI) struggling to find the right talent.

According to the report, marketers are now prioritising engagement rates (39%) and content quality (36%) over vanity metrics to gauge ROI. 

Key highlights from the report:

• 63% of total product discovery across all categories are driven by influencers
• 51% of marketers are looking to invest in niche micro-influencers in 2025
• While fashion (23%), sports (22%) and food influencers (20%) continue to dominate, other niche categories such as gaming, sustainability, and financial education have seen massive growth in India
• 92% of Indian brands are pushing the boundaries of influencer marketing investments
• 3 in 4 marketers prefer long-term partnerships with preferred influencers
• Over 2 in 3 brands seek to build consumer trust and salience through influencer marketing
• 98% of all brands across category prefer Instagram and 94% YouTube

Ashwin Padmanabhan, chief operating officer, WPP Media South Asia, said, “We are witnessing the evolution of influence from a marketing channel to a cultural force. Today’s consumers aren’t just buying products, but they are buying into stories, communities, and creators they trust. This report is our attempt to decode that shift. With sharper content, stronger metrics, and a renewed focus on credibility, influencer marketing in India is moving towards maturity. We are not just tracking the curve; we are helping brands stay ahead of it."

Puneet Avasthi, director – specialist businesses, Insights Division, Kantar, "Influencer marketing in India is no longer just about reach it's about relevance, resonance, and results. What this report makes clear is that brands are evolving their approach moving from vanity metrics to meaningful engagement and long-term partnerships rooted in trust. As consumers become more discerning, the role of influencers in shaping perceptions, guiding discovery, and driving action has never been more critical. The future belongs to brands that treat influencers as strategic collaborators, not just content amplifiers.”