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India’s digital creators are no longer just chasing trends — they’re building brands.
From viral filters to venture funding, social media influencers like Kusha Kapila, Nitibha Kaul, Neetu Bisht, and Sunny Chopra are making a bold transition into entrepreneurship. These creators, once known for trending audio clips and loyal digital fandoms, are now competing with Bollywood celebrities like Katrina Kaif and Kriti Sanon — not on red carpets, but on retail shelves.
From Content to Commerce
What began as engaging videos and loyal followings has evolved into brand ownership in industries like fashion, beauty, and lifestyle. Their approach is rooted in authenticity and relatability, which resonates strongly with India’s Gen Z and millennial consumers.
- Kusha Kapila has launched a shapewear brand called Underneat.
- Nitibha Kaul introduced a line of skincare products under AltK Beauty.
- Neetu Bisht rolled out Netose Clothing, a fashion-focused label.
- Sunny Chopra has launched his ownfashion brand Ksunch.
These influencer-led ventures are now rubbing shoulders with celebrity brands like Katrina Kaif’sKay Beauty and Kriti Sanon’sHyphen.
The Shift from Influence to Ownership
Industry experts see this influencer-to-founder movement as a natural evolution — one that extends beyond paid collaborations into long-term brand-building. According to EYIndia’sinfluencer marketing industry alone is projected to reach Rs 3,375 crore by 2026, opening doors for creators to explore business models that go beyond sponsored posts.
The shift also mirrors global trends. According to Influencer Marketing Hub, influencer-driven campaigns have pushed social media to become the world’s largest advertising channel, overtaking paid search, with a projected $247.3 billion annual spend in 2024. Notably, India ranks third among key global markets in influencer marketing adoption.
A Built-In Advantage
These creators come with a major business edge: an already engaged audience. Their fans not only consume their content but are also primed to purchase products they launch. With lower entry barriers via D2C platforms, white-label manufacturing, and growing VC interest, influencers are now turning their personal brands into commercial ventures.
What’s Next?
As the creator economy matures, brand success will depend on product quality, pricing, scalability, and customer loyalty — not just follower counts. Still, the trend signals a massive shift in the Indian startup landscape, with influencers poised to become serious players in consumer commerce.
In short, India’s influencers are no longer just shaping pop culture — they’re shaping the market.
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