From algorithm chasers to policy shapers: The industrialisation of the Indian creator economy

India’s creator economy is no longer a peripheral marketing experiment; it has become a structural pillar of the national consumer story. Currently valued at approximately $150 million, it is projected to grow at a CAGR of 25% through 2028. However, the true economic impact lies in its scale: with over 100 million creators and massive smartphone penetration, this segment now dictates nearly $350–400 billion in annual consumer spending, influencing over 30% of all purchase decisions in the country. A seismic shift is occurring as the ‘Engagement Era’—defined by vanity metrics like likes and shares—is replaced by the ‘Influence Era’. Creators are acting as quasi-regulators, consumer advocates, and reputation partners for global brands. The transition from content to consequence happens when creators stop entertaining and start mobilizing. Vaibhav Gupta, Co-Founder and Chief Product Officer of KlugKlug, notes that this shift occurs when peer trust overrides traditional media. He highlights the moment when creators’ real stories light up global conversations, inspiring brands and even policy ideas. Gupta cites the rise of ‘advocacy creators’ like Revant Himatsingka, whose platform FoodPharmer has transformed everyday content into consumer awareness movements. Himatsingka’s work on movements like #ReadTheLabel and #SugarBoardMovement has forced brands to address issues like adulteration and deceptive practices in packaged foods, encouraging more informed consumer choices. The economics of this shift are stark. Sharath Dasari, Co-Founder & COO of Flutch, explains that while over 100 million creators exist, only 8–10% truly monetize. The real differentiator is credibility. Dasari underscores that creators must stop optimizing for algorithms and start earning trust capital. In high-stakes moments, credibility is tested—audience trust is built on transparency, consistency, and prioritizing audience needs over short-term virality. Brands now view creators as fiduciaries shaping perception at scale. In a saturated market, success belongs to those who build ‘identity’ rather than ‘views’. Gupta argues that influential creators focus on what content does to people rather than making it look good. He cites global creators like Nas Daily and MrBeast as examples of community-first storytelling, where trust is earned through relatability. Creator Esha Shetty emphasizes consistency as a prerequisite for cultural relevance. In an overcrowded space, creators who build trust and show up consistently shape conversations. Credibility is non-negotiable, especially in high-stakes sectors like finance and health. Sakchi Jain warns that speed without accuracy is dangerous in an era of ‘fake news’. Long-term influence depends on maintaining trust through transparency and accountability. The Indian creator economy has reached its ‘Institutional Phase’. Brands are shifting from traditional celebrity endorsements to niche, high-trust influencers. Success will no longer be measured by reach but by reliability. The survival of monetizing creators depends on acting as transparent intermediaries between complex information and a discerning public. Transparency is not just a moral choice—it is the only sustainable business model in an increasingly skeptical digital democracy. Creators are no longer just performers; they are the new architects of consumer trust.