Brands
Qoruz report highlights explosive growth of India’s influencer economy
MUMBAI: India’s influencer world never had it so good. Not only is their number growing, but their sphere of influence is also expanding by the day. The latest report from Qoruz, an influencer marketing intelligence platform, reveals a remarkable 322 per cent surge in India’s influencer ecosystem over the past four years. The number of influencers has grown from 962,000 in 2020 to 4.06 million by the end of 2024, underscoring the increasing reliance on creator-driven content for brand engagement.
The report charts the evolution of India’s dynamic influencer landscape, with categories like gaming experiencing exceptional growth of 213 per cent between 2020 and 2022, reaching 467,000 influencers by 2024. Travel influencers rebounded strongly post-pandemic, witnessing a 212 per cent surge in 2023, while parenting influencers steadily rose from 87,000 in 2020 to 362,000 in 2024, highlighting demand for relatable, family-focused content.
Fashion maintained its leadership position with 470,000 influencers, while niche categories such as infotainment and finance also saw significant growth, reaching 203,000 and 232,000 influencers, respectively. Health and fitness influencers doubled their base to 295,000, while food influencers bounced back to 242,000 by the end of 2024.
Looking ahead, the report projects fashion, arts and entertainment, and gaming to lead in influencer numbers in 2025, driven by evolving audience preferences.
Qoruz co-founder & head of brand alliances Aditya Gurwara said, “Influencers have evolved from product endorsers to strategic partners for brands, creating authentic, context-driven content that resonates with audiences. Categories like gaming, travel, and lifestyle present incredible opportunities for brands to collaborate with creators who truly understand their audiences.”
Qoruz co-founder & CEO Praanesh Bhuvaneswar noted, “The creator economy has grown from fewer than a million influencers in 2020 to over 4 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.”
Qoruz’s report underscores the transformative power of influencer-led marketing and highlights the immense potential for brands to engage meaningfully with audiences through long-term partnerships and data-driven insights.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
