How creators are building the new ‘Brand Bharat’

India’s global brand story is no longer being told only through diplomacy, exports, or legacy corporations. It is increasingly being shaped by creators, YouTubers, gamers, podcasters, filmmakers, streamers and digital-first storytellers, who are exporting Indian culture, humour, language and talent to global audiences at scale. As the creator economy matures, creators are fast becoming the most visible ambassadors of Brand Bharat.

Prime Minister Narendra Modi called on global creators to “Create in India, Create for the World.” Modi positioned India’s creative industries, film, gaming, animation, music and digital content, as the backbone of the country’s “orange economy.” The emphasis was clear: India is no longer just a production base, but a creative powerhouse capable of building globally relevant intellectual property.

At the WAVES Summit, the PM announced that Rs 391 crore (approximately $46 million) has been sanctioned for the establishment of the first Indian Institute of Creative Technology (IICT), positioned as a dedicated “creator school”. Alongside this, Minister for Electronics and Information Technology Ashwini Vaishnaw also announced a separate Rs 830 crore ($1 billion) fund to boost the overall creator economy, aimed at improving capital access, skill development and global market integration for digital content creators. The initiative is expected to generate new employment opportunities while contributing nearly Rs 5,000 crore to the broader ecosystem.

India is home to an estimated 35 to 45 lakh (3.5–4.5 million) active content creators, with Qoruz reports suggesting over 100 million in the broader digital, influencer, and creator ecosystem. With a 22% compound annual growth rate, this sector is rapidly expanding, driven by 83% of Gen Z identifying as creators and high engagement in Tier-2 and Tier-3 cities.

Around 17–20% of India’s $2 trillion consumption expenditure is influenced by creators on social media, translating into an estimated economic value of $20–25 billion. In Indian terms, this amounts to roughly ₹1.65–2.1 lakh crore being generated for brands, platforms, agencies and creators across the ecosystem.

Indian creators are already testing that vision on the world stage. CarryMinati’s appearance in MrBeast’s globally viral game YouTube video, signalled how Indian creators are now part of mainstream global internet culture. Similarly, creators like Bhuvan Bam, Prajakta Koli, Techno Gamerz, Mortal and Dolly Singh have built international followings, collaborating with global platforms, gaming leagues and brands.

In music, Indian-origin creators and independent artists are charting globally through streaming platforms, while Indian gamers and streamers are participating in international esports tournaments watched by millions. Podcasts hosted in India are finding listeners across the US, Middle East and Southeast Asia, aided by global audio platforms and diaspora audiences.

Increasingly, creators are stepping into roles traditionally occupied by activists, educators and opinion leaders. From financial literacy to public health and environmental awareness, digital voices are influencing how young India understands complex national challenges.

Abhishek Malhan recently took a decisive stand by addressing Delhi’s pollution beyond the usual seasonal blame game.  

Creators like Neha Nagar are equipping India’s youth with practical financial knowledge, breaking down topics such as savings, credit and long-term investing in an accessible format. Food-focused creators and nutrition educators are helping children and families rethink what they consume, questioning ultra-processed diets and encouraging informed food choices. These may appear like small interventions, but at scale, they contribute to behavioural change.

At its core, the creator economy is powered by platforms, brands and audiences converging around attention. Creators monetise through multiple revenue streams—brand partnerships, ad revenue, platform bonuses, subscriptions, merchandise, live events and now licensing of IP. What has changed is scale. Short-form video, gaming streams and AI-led dubbing tools allow Indian creators to cross language and geography barriers faster than ever before.

Brands, meanwhile, are treating creators not as marketing add-ons but as long-term partners who bring credibility and cultural relevance. Government-backed initiatives, startup funding, and platform investments are further professionalising the ecosystem, turning individual creators into production houses and media businesses.

Industry estimates suggest that India’s influencer and creator ecosystem is on track to employ over one million creators over the next four years, spanning content creation, production, editing, management and monetisation roles. The broader creator economy in India is valued in billions of dollars, with influencer marketing alone projected to grow at a strong double-digit CAGR, driven by digital-first brands, D2C companies and regional advertisers.

India is also one of the largest creator markets globally by volume, with hundreds of millions of social media users and one of the world’s fastest-growing internet populations. Platforms like YouTube, Instagram and gaming networks consistently rank India among their top markets for creator growth, viewership and content consumption.