Merch Mania: How India’s digital creators are cashing in on fan fervour

n today’s era of digital dominance, social media fame and digital influence have paved the way for a parallel industry in India - merchandise marketing. From YouTube sensations and Instagram stars to Bollywood celebrities and pop culture figures, a growing number of public personalities are leveraging their personal brands to sell everything from hoodies to mugs — and fans are buying in, quite literally. 

The early wave of celebrity merchandising in India was led by Salman Khan’s Being Human and Hrithik Roshan’s HRX — both launched as extensions of their personal brands and now thriving as retail powerhouses, generating crores in revenue. But today’s content creators and pop culture icons are rewriting the merch playbook completely - on the forefront of which is digital creators who have built devoted fan following over the years. 

Krisneil Peres, Co-Founder of Fame Keeda, said, “While the merchandise-specific market isn’t always separated out in studies, its pulse is clearly reflected in the overall creator economy’s explosive growth. For example, in India, the influencer base expanded dramatically from 962,000 in 2020 to over 4 million in 2024, representing roughly a 322% increase.”

This surge, he explained, indicates that as more creators establish sizable followings, the appetite for branded merchandise also follows suit. He added that global industry analyses show that creators are increasingly diversifying income channels and merchandise, while not new, remains one of the most dependable secondary revenue streams. “As India doubles down on its ‘Create in India’ vision, branded merchandise is shaping up to be a core pillar in the business model of tomorrow’s digital entrepreneurs.”

This was further reinforced by Shubham Singhal, Co-Founder & CEO, Dot Media, who said that as the creator space continues to grow, merch is becoming a strong way for creators to make money and connect with fans on a deeper level. According to him, the creator merchandise market has exploded in the last 3-5 years, both globally and in India and with more people consuming online content, creators are diversifying their income streams, and merch sales have become a hot trend. 

“In India, this trend is still new compared to countries like the US, but it’s growing fast. With more young people using the internet and following creators closely, there’s a big demand for fan-based products. Indian YouTubers and influencers are launching their own clothing lines and accessories, catering to the demand for fan-based products. Gen Z and millennials are leading this growth, seeking meaningful ways to support their favorite creators beyond likes and shares,” Singhal added. 

Industry experts believe that today comedians, creators and celebrities with a strong and loyal fanbase tend to see the most traction. “Historically, musicians have set the stage for branded merch. Us 90s kids remember the era when almost half the population on earth was wearing Nirvana tees . A more recent example would be Diljit’s Dilluminati tour along with Coldplay who are known to create memorable experiences at their concerts through innovative merchandise,” said Peres, adding that today, not only musicians but also comedians, actors, and digital influencers are experiencing robust traction with merchandise. Global OG Youtubers like Pewdiepie, Jacksepticeye, Markiplier all of them at one point had their merch on sale which has helped them in supplementing their content creation income. 

Peres further added that while it is fair to say it really does come down to the quality of connection but on the other hand we have seen gaming creators and channels performing much better in merch sales as compared to others.

Singhal further explained the same and added that musicians, comedians, lifestyle influencers, and gamers are often the most successful in this space. Comedians and influencers also do well, especially if they have a special style or a strong personal brand. In India, digital creators like YouTubers and influencers in gaming, fashion, and pop culture are seeing great success with merch. It’s not just about the type of content they make. What really matters is how connected they are with their followers. Actors and TV celebrities are also getting in on the merch game, launching fashion or lifestyle products. But in the end, the key to successful merch is staying true to the creator’s personality and having a real connection with the audience.

However, Kruthika Ravindran, Director, Key Accounts at TheSmallBigIdea, believes that merch success isn’t defined by whether someone is a comedian, musician, or influencer — it’s driven by the authentic connection they’ve built with their audience. 

She said, “It's like when your favorite band releases a tour shirt, it's not just fabric; it's a badge that screams, 'I was there,' and a way to keep that memory alive. Similarly, when a comedian you love puts out a shirt with that one line that always cracks you up, wearing it feels like you get the humor. And for influencers, if their merch genuinely reflects their style or the values they champion, their followers are more likely to grab it because it feels like owning a bit of that realness they connect with.”

Ravindran further added that ultimately, it boils down to that strong, loyal fanbase. “When a celeb/creator has put in the effort to connect with their audience, their merch isn't just stuff you buy, it's like a little piece of their world, their art, and that special connection they have with their fans. And that's the magic that makes it actually sell.”

Popular creator-owned merch in India

Several Indian creators have successfully turned their digital presence into thriving merchandise ventures. Youtube personality Bhuvan Bam launched his clothing line Youthiapa in 2017. Built around his catchphrases and humor, the brand quickly resonated with his fanbase. According to media reports, as of 2023, the brand reportedly clocks around ₹5 crore annually in revenue. 

Another notable example is Prajakta Koli, popularly known as MostlySane, who transformed her creative brand into a business venture through Merch Garage, offering trendy and relatable merchandise tailored for her fanbase. The collection includes slogan tees, hoodies, and tote bags featuring her signature phrases and themes around self-love, mental health, and Gen-Z humor — aligning closely with her digital persona. Gaurav Taneja also launched Mera Merch which features casual wear including motivational slogan tees, gym wear, and hoodies.

Then there’s Orry aka Orhan Awatramani who is Known for being “everywhere”. Orry turned his meme-worthy fame into a fashion statement with the viral 'I Am A Liver' T-shirt, priced at ₹2,500. According to media reports, some buyers even received exclusive invites to Orry’s parties, making the T-shirt more of a lifestyle ticket than a wardrobe choice. 

Direct-to-consumer merch, often drop-based, helps creators avoid inventory risks and drives FOMO (Fear of Missing Out). E-commerce partnerships with platforms like The Souled Store, Redwolf, and Fully Filmy further streamline logistics and amplify reach. 

Merch’s role

Merchandise serves dual purposes - generating income and reinforcing a creator’s personal brand.

“In today’s digital world, merch lets creators go beyond just content. It gives fans a way to show their support in real life, by wearing or using something that connects them to the creator. This creates an emotional bond as well! Good merch reflects the creator’s style, like a popular catchphrase, a design that matches their personality, or something fans recognize from their content,” said Singhal adding that  while revenue generation is certainly a benefit, the true value of merch lies in its ability to create a deeper connection between creators and their audience. 

The role that merch plays in establishing the connection between a creator and fan was further explained by Ravindran. “When a fan buys a piece of merch, it's more than just buying something. It's like they're saying, 'I get what you do, and I want to show my support in a real way.' It creates this physical link between them and the creator. When they wear that t-shirt or use that product, they're essentially becoming visible advocates, which naturally spreads the word. More importantly, it cultivates a sense of community among fans who share this tangible connection.”

She further added that the emotional connection is incredibly valuable. Fans who feel that strong bond are much more likely to stick around, support whatever the creator does next, and even become enthusiastic cheerleaders for them. She said that while the revenue from merch is important, the real focus should be on using it to strengthen that emotional tie with the audience by creating high-quality, genuine products that resonate with them. Ultimately, that's what builds a lasting brand and ensures continued success.

This was further reiterated by Peres who said on the revenue side, merch provides a recurring income stream that can be especially appealing in the fluctuating world of digital monetization. However, its deeper value lies in the emotional and community-building connection it offers.

“Quality merch becomes a physical extension of a creator’s brand, something tangible for fans to wear or use, which in turn strengthens brand loyalty and turns casual followers into true brand advocates. In a market where digital interactions can feel ephemeral, high-quality, thoughtfully branded merchandise helps in building long-term relationships and a lifestyle identity around the creator’s persona,” he concluded.