India established a $1 billion fund to bolster its creator economy as part of broader efforts to expand its influence in global media, per the Financial Times.
Information Minister Ashwini Vaishnaw announced that the initiative aims to help content creators enhance skills, improve production quality, and access international markets.
The government also allocated Rs4 billion (~$46 million) to establish the Indian Institute of Creative Technologies in Mumbai, coinciding with preparations for the WAVES global media and entertainment summit scheduled for May in that city.
Creator Economy Shows Explosive Growth
Research from influencer marketing platform Qoruz documents the significant expansion of India’s creator ecosystem, which grew from 962,000 influencers in 2020 to 4.06 million in 2024—a 322% increase.
“Influencers have moved beyond product endorsements to becoming strategic partners for brands. They create authentic, context-driven content that resonates deeply with audiences,” stated Aditya Gurwara, co-founder at Qoruz.
Fashion maintains its market leadership with 470,000 influencers, while Gaming emerges as one of the fastest-growing categories, experiencing a 213% growth rate between 2020 and 2022, reaching 467,000 influencers.
Digital Platforms Reshape Consumer Engagement
The fund announcement comes as digital platforms are increasingly influencing consumer behavior across various sectors. Research by Meta and India’s Federation of Automobile Dealers Associations (FADA) shows that 72% of new automotive buyers in the country discover vehicles through Meta’s platforms.
Digital channels now show an 84% adoption rate for product evaluation compared to 29% for print media. Mobile experiences prove twice as effective as physical visits for consumer inspiration.
Market Potential and Government Strategy
India’s user-generated content sector is projected to reach $1.1 billion by 2027, according to analysts cited in Financial Times reporting. The country’s traditional strengths in media and entertainment include Bollywood and cable television, which have fostered a domestic audience exceeding 600 million viewers as of last year.
The government initiative reflects efforts to capitalize on this growth while addressing challenges in achieving a global appeal comparable to that of cultural products from countries like South Korea (“Squid Game”) and Spain (“Money Heist”).
India established a $1 billion fund to bolster its creator economy as part of broader efforts to expand its influence in global media, per the Financial Times.
Information Minister Ashwini Vaishnaw announced that the initiative aims to help content creators enhance skills, improve production quality, and access international markets.
The government also allocated Rs4 billion (~$46 million) to establish the Indian Institute of Creative Technologies in Mumbai, coinciding with preparations for the WAVES global media and entertainment summit scheduled for May in that city.
Creator Economy Shows Explosive Growth
Research from influencer marketing platform Qoruz documents the significant expansion of India’s creator ecosystem, which grew from 962,000 influencers in 2020 to 4.06 million in 2024—a 322% increase.
“Influencers have moved beyond product endorsements to becoming strategic partners for brands. They create authentic, context-driven content that resonates deeply with audiences,” stated Aditya Gurwara, co-founder at Qoruz.
Fashion maintains its market leadership with 470,000 influencers, while Gaming emerges as one of the fastest-growing categories, experiencing a 213% growth rate between 2020 and 2022, reaching 467,000 influencers.
Digital Platforms Reshape Consumer Engagement
The fund announcement comes as digital platforms are increasingly influencing consumer behavior across various sectors. Research by Meta and India’s Federation of Automobile Dealers Associations (FADA) shows that 72% of new automotive buyers in the country discover vehicles through Meta’s platforms.
Digital channels now show an 84% adoption rate for product evaluation compared to 29% for print media. Mobile experiences prove twice as effective as physical visits for consumer inspiration.
Market Potential and Government Strategy
India’s user-generated content sector is projected to reach $1.1 billion by 2027, according to analysts cited in Financial Times reporting. The country’s traditional strengths in media and entertainment include Bollywood and cable television, which have fostered a domestic audience exceeding 600 million viewers as of last year.
The government initiative reflects efforts to capitalize on this growth while addressing challenges in achieving a global appeal comparable to that of cultural products from countries like South Korea (“Squid Game”) and Spain (“Money Heist”).