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New Delhi: In India’s fast-growing creator economy, product launches are getting a personal twist. Influencers are ditching conventional advertising in favour of doorstep deliveries, turning fans into customers, and moments into content.
From health food to fashion to books, a growing number of creators are taking the direct-to-consumer approach literally: hand-delivering their first products and documenting it online.
For instance, Revant Himatsingka, better known as Foodpharmer, recently delivered the first order of his whey protein brand Only What’s Needed to a customer and posted the video on Instagram.
The gesture sparked praise for its inclusive packaging (featuring braille labels) and created buzz without the backing of conventional media spends.
This strategy is fast becoming a playbook in India’s D2C creator ecosystem. By personally delivering their products and capturing it on video, influencers are tapping into their existing social capital, offering followers an emotional connection and reason to trust the brand.
Earlier, Gaurav Taneja (Flying Beast) did the same for his Rosier Foods ghee, hand-delivering it to a customer. “It’s about creating the finest products with top-quality ingredients,” he said. His delivery reel racked up views and reinforced his brand narrative.
Fashion influencer Komal Pandey also filmed personal deliveries of her clothing line. Lifestyle creator Diksha Khurana followed suit with her own fashion label, documenting handovers to excited customers.
YouTuber-turned-actor Prajakta Koli (MostlySane) partnered with Blinkit to personally deliver signed copies of her book Too Good To Be True, capturing fan reactions in viral reels.
This trend marks a shift in how product launches are done in India’s $2.8 billion creator economy. With the festive season approaching and influencer-led brands on the rise, don’t be surprised if your next online order arrives with a selfie video, and the creator at your door.