“People don’t buy goods and services. They buy relations, stories and magic.” – Seth Godin.
In the age of scrolls and swipes, India’s digital creators are doing much more than entertaining. They’re setting up shops, literally. When Kusha Kapila, one of the most recognisable faces in Indian digital entertainment, began dropping cryptic hints online about something ‘underneath’, fans were intrigued. For weeks, she teased her audience with behind-the-scenes glimpses and mysterious captions, expertly building suspense before finally unveiling her brand, Underneat. It wasn’t just a product launch; it was a masterclass in modern storytelling and audience mobilisation.
And Kusha is not alone. From Juhi Godambe’s Arabellaa and Parul Gulati’s Nish Hair to Zakir Khan’s Mehfil Biryani to Debashree Banerjee’s eponymous beauty label and Fasbeam, Faisal Khan’s FK-R motorcycle gear, a growing tribe of Indian influencers are taking their personal equity and converting it into entrepreneurial capital. This isn’t a vanity play, it’s a recalibration of the creator economy, one where content meets commerce and personality drives purchasing power.
The Rise of Creator Commerce
The shift is more strategic than spontaneous. “What people have realised is that in a brand today, more important than even the product, which obviously needs to be good, is distribution,” explains Sarthak Ahuja, Digital Content Creator and Director, Niamh Ventures. “Influencers already have access to their target audience and understand their problems. If they can offer a solution, it’s just a natural progression in the value chain,” he adds.
It’s about moving up the value chain, says Ahuja, who himself transitioned from a creator to running a consulting firm. He also states that, “Earlier we could do one-on-one consulting. Now, at scale, that becomes difficult. So, we productised our knowledge to cater to a broader audience.”
This evolution is systemic. “We’re not just watching influencers become entrepreneurs; we’re watching entertainers realise that they’re already business owners,” says Hitarth Dadia, CEO & Partner, NOFILTR.Group. “They’re building assets that earn while they sleep,” states Dadia.
Building Brands Beyond Content
Fashion Creator Mili Lakhmani’s Shop Lakhmanis is more than a clothing label, it’s an embodiment of her personal style and values. She states, “It’s not just about selling clothes; it’s about building a community that celebrates fashion in a more inclusive and expressive way,” she says. She also mentions that her audience was part of the journey from day one, through polls, behind-the-scenes moments, and styling tips.
Influencer Neha Sharma, the artist behind Neha Doodles, echoed a similar sentiment when she launched her calendar line. “The aim isn’t about selling X number of pieces. It’s about giving our followers a piece of our art to cherish the whole year round,” she shares. Detailing further, Sharma adds, “The stationery category felt like the perfect fit because it directly utilises my core skills as an illustrator and allows me to create something functional yet aesthetically pleasing, aligning perfectly with my artistic identity and what my audience appreciates.”
For Dumroo founder Niharika Jain, who blends spirituality and fashion, the motivation was emotional resonance. “People support what feels real, not what feels pushed. Dumroo is rooted in my personal journey, from Lord Shiva to Indian traditions,” she explains.
What unites these creator-entrepreneurs is an unwavering focus on authenticity. Content Creator Rena Goswami, who launched Maroon Beauty, shares how her content laid the groundwork for her business. “I converted my community by sharing my personal experience with the product and showing real results. That connection made it easier to turn followers into customers,” she highlights.
Another Content Creator, Harsh Gandhi, who entered the fitness apparel space with Nox, had a similar origin. He states, “It wasn’t just about selling. There was genuinely a gap in quality, and we spent over a year perfecting every product to serve our audience right.”
Even Fashion & Beauty Influencer, Nitibha Kaul, who launched Alt+K Beauty, insists that for her, it wasn’t just about brand creation but about alignment. “If it’s not in my routine, it’s not in my brand. I can’t promote something I don’t personally use or believe in,” she says.
Beyond the Feed – The New Playbook
While social media provides the launchpad, scale comes from diversification. Alt+K now boasts a robust website, a growing content marketing arm, and a co-creative community, ALT+Krew, comprising 40+ beauty-savvy creators who helped shape the brand’s offerings. Kaul shares, “Our content strategy emphasises education and problem-solving, showing how our products simplify routines and enhance natural beauty and skin health. We also foster a strong sense of community through our social channels and engage in direct conversations with our audience.”
Maroon Beauty leverages word-of-mouth and creator collaborations. Shop Lakhmanis invests in UGC, PR, and pop-up experiences. “We’re building a community both online and offline,” Lakhmani says. Harsh Gandhi is even launching a weekly fitness club to take Nox offline.
Neha Sharma’s distribution goes to the grassroots, including college stalls, creator shoutouts, and organic storytelling. “Our language isn’t sale-sy. It integrates seamlessly into existing content,” she adds.
For influencer marketing professionals, this evolution is both exciting and inevitable. “Some digital creators aren’t just working with brands anymore. They’re becoming brands in their own right,” says Himanshu Arora, Founder, Creators Network. “That shift is changing how we think about influencer marketing,” he underscores.
Dadia lays down a framework for creators who want to scale, saying, “First, track value flow; understand how attention, trust, and commerce move. Second, focus on cross-pollination, and partner with complementary creators. Third, measure content life, look beyond 24-hour metrics.”
And the payoff? Trust. “Traditional D2C brands start from zero. Creators begin with built-in credibility. But that’s just attention. The real value lies in building systems that maintain trust over time,” Dadia says.
Challenges and Growing Pains
But this path isn’t without pitfalls. From logistics and manufacturing to customer service and supply chains, creators must learn quickly. “Becoming a business owner isn’t easy. It’s one thing to create content. It’s another to handle packaging, inventory, and everything else,” notes Arora.
For creators, the balance between content and commerce is a constant juggle. Jain makes it a point to still post unrelated content. “That’s who I am first, a creator. I don’t want to constantly sell,” she adds.
“What we often see is a big launch spike driven by the creator’s loyal audience,” says Ahuja. But beyond the superfans, retention is the real test. The brand must stand on its own, he adds, “It needs strong product-market fit and repeat value, not just hype.”
Lessons for Legacy Brands
So, what can traditional marketers learn from this seismic shift? “Legacy brands can learn storytelling and the power of raw authenticity from influencer-led brands,” says Neha Sharma. Lakhmani agrees: “It’s no longer enough to just have a good product. You need a relatable voice, transparency, and a strong narrative.” While Kaul believes legacy brands must embrace community-first thinking. “We built communities before we built companies. And that community converts into your earliest believers and advocates.”
Sarthak Ahuja points to a growing trend of large companies investing in or acquiring niche creator brands. “They’re setting aside funds to incubate small players, and once they scale, they buy in. This is happening across industries.”
From beauty and fitness to fashion and art, Indian creators are building brands and businesses that aren’t just products, but an extension of their personas. With trust, creativity, and storytelling at the core, they’re not just tapping into trends, they’re building them.
