More than 2 million digital creators now influence 30% of buying decisions in India

New Delhi: India’s marketing landscape is undergoing a structural shift, with 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 creator economy is estimated to influence consumer spending worth $350–400 billion annually and is projected to shape more than $1 trillion in creator-influenced consumption by 2030, the report noted.

BCG’s analysis indicates that creator-led commerce has moved beyond isolated influencer campaigns to become central to how consumers in India discover, assess and purchase products across categories including fashion, beauty, electronics and daily essentials.

More than 60% of surveyed consumers reported regular exposure to creator-generated content, while over 30% said their buying decisions were directly influenced by creators they follow.

The findings point to a shift away from traditional, top-down advertising towards trust-led and community-driven product discovery models.

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. 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.”

BCG noted that companies integrating 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. This includes moving beyond one-off campaigns towards longer-term partnerships, faster content cycles and experimentation-driven approaches.