A decade ago, influencer marketing in India was an emerging concept, struggling to find legitimacy in brand boardrooms. By 2025, it has evolved into a structured industry, projected to reach ₹3,375 crore by next year, significantly impacting how brands engage with consumers. The creator economy has expanded rapidly, growing from 962,000 influencers in 2020 to 4.06 million in 2024, a 322 percent increase. This shift has led brands to move beyond traditional advertising metrics, focusing instead on influence, credibility, and community-driven engagement.
As influencer marketing gained traction, the need for structured data, measurement, and accountability became evident. This led to the emergence of platforms offering data-driven solutions to help brands navigate the evolving landscape. Among them is Qoruz, focused on building technology for influencer marketing in India. Over the past decade, it has worked with partners such as Amazon, Dabur, L'Oréal, Titan, Flipkart, Domino라이브 바카라, and Kotak Mahindra Bank to drive impactful campaigns.
“When we started building tech for influencer marketing in India, there was not even a proper playbook,” says Praanesh Bhuvaneswar, Co-Founder and CEO of Qoruz. “We had to create benchmarks, tracking methods, and analytics from scratch. Today, influencer marketing is not just about choosing a creator with the most followers and engagements; it is about precise data, predictive insights, and real brand impact.”
Bhuvaneswar and his team built proprietary tools like Competition Analysis, Content Research Analysis, Creator Authority Score, and Brand Buzz Index, allowing brands to evaluate influencers with precision. These innovations have redefined the industry, enabling marketers to move beyond vanity metrics and focus on authentic engagement and ROI.
Aditya Gurwara, Co-Founder and Head of Brand Alliances at Qoruz, adds, “Ten years of Qoruz. A decade of turning influencer marketing from ‘Is this even a thing?’ to ‘How did we ever do without it?’ Started with a wild idea in 2016: ‘Let's make sense of this crazy thing called influencer marketing.’ Fast forward to 2025, we are powering mega brands, pulling off some of your favorite campaigns, and still geeking out over data every single day.”
The industry has seen an increasing emphasis on AI-powered insights, enabling brands to identify the right influencers, track competition, and measure campaign effectiveness. These advancements are contributing to a more data-centric approach, reducing reliance on vanity metrics.
Where the Industry Goes Next
The next phase of influencer marketing is expected to focus on deeper integrations with brand strategies. In markets like the US and Europe, creators have evolved from endorsers to strategic partners, contributing as consultants, product collaborators, and independent media entities. A similar trend is emerging in India, where brands are moving toward long-term collaborations with influencers to enhance engagement and credibility.
“The next wave is about AI-driven insights and automation,” says Bhuvaneswar. “Brands will increasingly rely on predictive analytics to forecast campaign outcomes before execution. Influencer marketing is no longer just digital PR; it is evolving into a structured function within brand building.”
Qoruz is expanding into international markets such as the USA, UAE, Saudi Arabia, and Southeast Asia reflects the broader evolution of influencer marketing, which is expected to bring further changes to the industry. The next decade is likely to see increased investments in automation, deeper integrations between brands and creators, and a focus on ROI-driven influencer marketing strategies.
By focusing on data, technology, and long-term partnerships, the creator economy in India is set to evolve, influencing how brands approach consumer engagement in the digital age.
