iWorld
India’s influencer market explodes in 2025, three times bigger than expected
NEW DELHI: India’s influencer marketing engine is far bigger and faster than anyone imagined, according to a fresh industry analysis by KlugKlug. The company claims the real market has already crossed Rs 10,000 crores in annual deployment, a number that dwarfs the familiar Rs 3,000–4,000 crore estimates that brands and agencies have repeated for years. The revelation has already set off a lively debate across marketing circles, exposing how outdated measurement systems have been left miles behind by a rapidly expanding creator economy.
The report struck a nerve because it highlights a truth that many insiders privately knew. Only one quarter of India’s influencer spend flows through visible and organised channels. The remaining 75 per cent moves quietly through direct deals between brands and creators, internal teams, founder-driven pushes, and the enormous world of unpaid seeding that still delivers high earned media value. None of this activity shows up in traditional models, but all of it moves the needle.
D2C brands, meanwhile, have rewritten the rulebook. KlugKlug’s analysis notes that more than 100 emerging and established players now invest upwards of Rs 20 crores each year through in-house creator teams instead of agency-led structures. This silent shift has created an underground economy of micro and nano influencers who fuel product discovery, drive commerce, and keep the spend wheels turning without ever appearing in conventional market reports.
Explaining the significance of the findings, KlugKlug co-founder and chief executive officer Kalyan Kumar, said influencer marketing has transformed in the age of automation and precision tools. He said agile new-age brands are rapidly capturing market share across categories, powered by data-scienced creator strategies. With platforms such as KlugKlug stepping in, he noted that brands finally have visibility into what actually works across the creator landscape and that the industry has already grown far larger than previously recognised.
Klug Tech Private Limited co-founder and chief product officer Vaibhav Gupta, added that the long-standing gap in India’s influencer numbers exists because the industry relied on narrow, agency-facing data that never captured the real activity. He said the new analysis aims to correct the narrative while pushing the ecosystem toward more transparency and better measurement.
The report’s most striking takeaway is how thousands of smaller creators have quietly become the backbone of digital commerce. Their collective impact, combined with the rise of internal creator engines and founder-led content pushes, has accelerated the industry beyond the reach of older tracking methods.
The noise around the report suggests something bigger than a simple spending update. It hints at a sector that has outgrown its measuring tape and now demands a framework built for its true scale, speed, and economic influence. The creator economy is no longer a side story in India’s digital advertising landscape. It is the story, and the industry may finally be ready to measure it with the seriousness it deserves.
iWorld
JioHotstar enters micro-drama space with 100 shows under Tadka banner
Short-form push targets 300M users as content meets commerce in new format
MUMBAI: JioStar has made a bold play in India’s fast-growing micro-drama space, rolling out over 100 short-form shows under its new Tadka banner on JioHotstar, timed with the massive viewership surge of the Indian Premier League 2026.
The scale of the launch signals clear intent. Rather than testing the waters, the company has dived in headfirst, releasing a wide slate of content on day one. Each show is designed for quick consumption, with episodes running 60 to 90 seconds in a vertical format tailored for mobile-first audiences.
The move comes as India’s micro-drama market, currently valued at around $300 million, is projected to grow tenfold to over $3 billion by 2030. Globally, the format has already proven its mettle, with China’s micro-drama sector recording explosive growth in recent years.
What sets this rollout apart is its built-in monetisation strategy. The shows are free to watch and ad-supported, with brand integrations woven directly into storylines from the outset. It reflects a broader shift where content and commerce are increasingly intertwined, rather than operating in silos.
The timing is equally strategic. With more than 300 million users already tuning in for IPL action, JioHotstar is effectively turning cricket’s biggest stage into a discovery engine for its new format.
The company is not entering an empty arena. Early movers like Kuku TV, MX Player and platforms backed by Zee Entertainment Enterprises have already laid the groundwork, building audiences and validating demand for snackable storytelling.
Now, with scale, distribution and advertiser interest aligning, the big players are stepping in. For JioStar, Tadka may well serve as a proving ground for the next evolution of digital entertainment, where every minute counts and every second sells.
If the bet pays off, India’s next big content wave might just arrive in under 90 seconds.
