India’s rapidly expanding creator economy is projected to influence over one trillion dollars in annual consumer spending by 2030, reflecting a fundamental shift in how purchase decisions are made across the country, according to a report by Boston Consulting Group (BCG).
The report estimates that India currently has around 2 to 2.5 million monetised digital creators who influence more than 30 per cent of consumer purchase decisions. At present, creator-led influence already shapes an estimated 350 to 400 billion dollars in annual consumer spending, a figure expected to grow sharply over the next five years.
BCG noted that creator-led commerce has moved well beyond limited influencer campaigns and has become central to how Indian consumers discover, assess and buy products. This shift spans categories ranging from fashion and beauty to electronics and daily-use essentials.
Survey findings show that over 60 per cent of consumers are regularly exposed to creator-generated content, while more than 30 per cent directly attribute their buying decisions to creators they follow. The trend highlights a move away from traditional top-down advertising towards trust-based, community-driven product discovery.
Commenting on the findings, Parul Bajaj, India Leader for Marketing, Sales and Pricing Practice at BCG, said the creator economy in India has crossed a decisive tipping point. She noted that creators now play a central role in shaping brand perception and driving consumption, making them a core component of future growth strategies for marketers.
The report underlined that brands which treat creators as long-term partners, adopt outcome-based measurement models, and prioritise discovery-driven engagement will be better positioned to succeed in the coming decade.
According to BCG, companies that embed creators and digital commerce platforms into their core marketing, sales and pricing strategies — rather than relying on one-off campaigns — will be best placed to tap into India’s next phase of digital-led growth. This approach includes long-term collaborations, agile content creation and continuous experimentation to align with evolving consumer behaviour.
-IANS
