India's creator economy is experiencing rapid growth as influencers begin to launch their own businesses. Preeti Sarkar, a content creator and owner of the clothing brand Peetizen, is one example. She started sharing YouTube videos at the age of 18 and has since built a following of approximately 1.6 million across social media platforms. Many influencers in India are taking advantage of their established fan bases to create direct-to-consumer brands, further reinforcing the trend of entrepreneurship among social media personalities. A recent report by Boston Consulting Group highlights that there are now over 2 million monetized content creators in India, with projected revenue growth for the creator ecosystem set to rise significantly in the coming years.
Sarkar emphasizes the importance of authenticity in her content and marketing strategies. She initially filmed her videos using a simple setup and decided to reveal her true self to connect with her audience genuinely. This approach has resonated with her followers, leading her to incorporate them into her brand promotions. For instance, for her clothing line, Sarkar invited her audience to apply as models, resulting in an overwhelming response. The trend of influencers stepping into entrepreneurship is still growing in India, fueled by increased digital accessibility and a shift in consumer behavior post-pandemic, making influencer-led marketing an influential force in the Indian market.