India’s marketing ecosystem is undergoing a structural transformation, with an estimated 2–2.5 million monetised digital creators now influencing more than 30% of consumer purchase decisions, according to a new analysis by Boston Consulting Group (BCG).
The consulting firm estimates that the creator economy currently influences consumer spending worth $350–400 billion annually. This figure is expected to rise sharply, with creator-driven consumption projected to cross $1 trillion by 2030.
From influencer campaigns to commerce engine
BCG’s analysis suggests that creator-led commerce in India has moved well beyond sporadic influencer marketing campaigns. Creators are now playing a central role in how consumers discover, evaluate and buy products across categories such as fashion, beauty, electronics and everyday essentials.
More than 60% of surveyed consumers said they are regularly exposed to content created by digital creators, while over 30% reported that their purchase decisions are directly shaped by creators they follow.
Shift towards trust-led discovery
The findings point to a broader shift away from traditional, top-down advertising models towards trust-based, community-driven discovery. Consumers increasingly rely on creators for authentic reviews, demonstrations and recommendations, reshaping how brands engage audiences in the digital marketplace.
Commenting on the trend, Parul Bajaj, India Leader, Marketing, Sales and Pricing Practice at BCG, said, “India’s creator economy has crossed the tipping point, 2–2.5 million creators now shape more than 30% of purchase decisions and influence 350–400 billion dollars of annual spending.”
“For Indian marketers, this is not a side bet anymore; it is a structural shift in how brands are built and how growth will be unlocked over the next decade,” she added.
Long-term creator partnerships seen as key
According to BCG, brands that embed creators and commerce platforms into their core marketing, sales and pricing strategies are likely to be better positioned to capture the next phase of digital-led growth.
The report highlights the need for companies to move beyond one-off campaigns and towards long-term creator partnerships, outcome-linked measurement and pricing models, faster content cycles, and experimentation-driven approaches.
“The winners will be those who treat creators as long-term partners, build measurement and pricing models that reward outcomes, and design for discovery rather than as an afterthought,” Bajaj said.
BCG noted that as creators become integral to the consumer decision-making journey, their role is set to expand further, making the creator economy a central pillar of India’s digital commerce and brand-building strategies in the years ahead.
