Like, Subscribe and Share: How India’s influencer count has risen 3 times in 4 years

We all spend countless hours watching reel after reel after reel of our favourite influencers such as Nancy Tyagi, Sakshi Keswani, Prajakta Koli, Bhuvan Bam and many more on social media. For many, being like our favourite influencer is a dream job.

But many hesitate owing to factors such as job stability, and the most annoying one — ‘log kya sochenge’ (what will society think). However, a new report shows that influencers in the country are now widely being accepted and there’s no better time than now to make your influencing dreams real.

A report by influencer marketing intelligence platform Qoruz reveals that the nation’s influencer count has grown to over four million, up from less than a million in 2020, which means that there’s been a whopping 322 per cent growth.

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As the influencer count keeps rising in India, we take a closer look at this upward trajectory and the factors that are contributing to it.

Rise and rise of Influencers

The Qoruz report reveals that India’s influencer count has grown from 9.6 lakh in 2020 to 40.6 lakh last year — reflecting a staggering 322 per cent growth rate. The report further revealed that among the various categories, the gaming category has been the fastest growing. From having 1,01,000 in 2020-2021, today there are 4,67,000 influencers in this section — which shows a 213 per cent rise.

The report showed that the top three categories are fashion, gaming, and arts and entertainment, showing a threefold growth up until December.

In the fashion category, influencers have risen from 2,74,000 in 2020-2021 to over 4,70,000 at the end of 2024. Think Nancy Tyagi, Komal Pandey, Kritika Khurana and Sakshi Sindwani to name a few.

Travel influencers also bounced back after the Covid-19 pandemic. From 1,00,000 in 2020 to 3,24,000 in December 2024. Parenting influencers also steadily rose from 87,000 in 2020 to 362,000 in 2024, highlighting the demand for relatable, family-focused content.

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Health and fitness influencers doubled their base to 2,95,000, while food influencers bounced back to 2,42,000 by the end of 2024.

Looking ahead to 2025, fashion, arts & entertainment, and gaming are projected to lead in influencer numbers, with evolving audience preferences driving their growth.

Speaking on this phenomenal growth story, Qoruz co-founder & CEO Praanesh Bhuvaneswar said, “The creator economy has grown from fewer than a million influencers in 2020 to over four million today. Influencers are no longer just content creators but cultural architects shaping trends and conversations. This is only the beginning of what the ecosystem can achieve.”

The ‘influencing’ factors

But what explains this growth in the influencer business? Aditya Gurwara, co-founder and head of Brand Alliances at Qoruz has an explanation. In a statement, he said, “Over the years, we’ve seen a significant shift in how brands approach their marketing strategies. Influencers have moved beyond product endorsements to becoming strategic partners for brands. They create authentic, context-driven content that resonates deeply with audiences, making campaigns more impactful than ever before.”

The explosive growth of social media platforms and increased internet penetration in both urban and rural areas have contributed to the rise of influencers. Today, everyone has a phone with internet access. In April, India’s Comscore report revealed that the country’s digital population stands at 524 million, with 93 per cent of internet users actively engaging on at least one social media platform. This has largely influenced the rise in the influencer sphere.

Zerxes Wadia, a noted influencer from Mumbai with a following of 2,05,000 followers on Instagram, agrees with this notion. “Ease of shooting content and the widespread use of the internet across the urban and rural areas has made it possible for many to take up becoming an influencer. One doesn’t have to worry about having expensive equipment. All you need is an opinion and the ability to point and click.”

The growth in the influencer sphere is also owing to the fact that brands have realised that traditional marketing strategies across print, radio and television aren’t enough. People trust these influencers — for many influencers aren’t celebrities who aren’t relatable. Hence, if an influencer pitches for a brand or product, one tends to believe it. As one marketing expert said, influencer marketing is very similar to word-of-mouth marketing. It is a seamless form of marketing that is non-intrusive and based on the trust consumers have in the influencer.

Brands also realise the importance of influencers in their world. At the recently-held India Brand Conclave, organised by exchange4media, Anjali Krishnan of confectionary major Mondelez India, said, “Micro-influencers bring authenticity and relatability that traditional advertising often lacks.”

Significance of influencers in India

But why is the rise of influencers in India noteworthy? The answer: money. A report by EY India has predicted India’s influencer marketing sector is projected to reach Rs 3,375 crore by 2026 from Rs 2,344 crore in 2023.

This is important at a time when Prime Minister Narendra Modi has emphasised the importance of the creator economy in achieving a $5-trillion economy. In one of his recent Mann ki Baat episodes, the PM spoke extensively about the promotion of India’s entertainment and content creator industry. “When we are moving towards a $5 trillion economy, our creator economy is bringing in a new energy,” he said.

So what’s stopping you from being an influencer and, in turn, contributing to the country’s economy.

With inputs from agencies