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By:

Nilanjana Das

13 December 2025 at 2:23:37 pm

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond. The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information...

Creator Economy: Influence, Opportunity and Risk

Social media has the power to make or break an issue—and increasingly, it shapes how we think, shop and respond. The frenzy surrounding content creators has swept across the Indian digital ecosystem. Alongside this surge has come an ever-growing audience of consumers who absorb a constant stream of information, often without questioning its credibility or filtering what they consume. Immersed in an endless flow of content, many lose track of both time and context, consuming information seamlessly and often unconsciously across platforms. We cannot escape the reality that social media has the power to make or break an issue. Much of our daily lives is increasingly shaped by the content we consume online, influencing everything from public opinion and purchasing decisions to cultural trends and political discourse. India's creator economy is experiencing unprecedented growth, evolving from a niche community of YouTubers and bloggers into a multi-billion-dollar ecosystem spanning sectors such as finance, gaming, beauty, food, fitness, travel, and entertainment. Driven by a young, digitally connected population and widespread access to affordable internet, creators have emerged as influential voices that shape consumer behaviour, often rivalling—or even surpassing—the impact of traditional advertising channels. Consequently, influencer partnerships have evolved from experimental marketing initiatives into a core pillar of brand strategy, delivering measurable business outcomes, stronger audience engagement, and impressive returns on investment. In today's highly competitive attention economy, content has emerged as one of the most valuable digital assets. Audiences are increasingly gravitating towards short-form, engaging videos that deliver information, entertainment, and opinions within seconds, prompting social media platforms to continuously evolve and adapt their offerings. Creators who can capture attention instantly and retain audience engagement hold immense value for brands seeking to connect with highly targeted audiences at scale. As consumers spend more time on digital platforms, authentic and relatable creator-led content often generates greater trust and engagement than conventional advertising. This transformation has positioned creator-led influence as one of the most impactful and effective forces shaping marketing strategies, consumer behaviour, and purchasing decisions in India today. The market for content creators is booming in India, with around 60 per cent of creators coming from Tier-2, Tier-3, and Tier-4 cities, highlighting the growing importance of regional and vernacular content. India's creator economy has evolved into a vast digital ecosystem with over 100 million creators, including approximately 2.5–4.4 million active digital creators who have more than 1,000 followers. Although it is a multi-billion-dollar industry, earnings remain concentrated among a small percentage of creators, making monetisation highly unequal. Creators can broadly be divided into three categories: active creators, nano creators, and micro creators. However, only 8–10 per cent of active creators earn a sustainable living from content creation. Most nano and micro creators earn about Rs 15,000–18,000 per month, often treating content creation as a side income. Macro creators can earn anywhere between Rs 50,000 and Rs 5 lakh or more per sponsored post, mainly through brand partnerships. Many creators are also moving beyond brand deals by registering businesses and launching their own products, reducing their dependence on sponsorships. The recent incident in which a content creator revealed her gold collection online eventually led to a theft at her residence. Madhya Pradesh YouTuber Rachna Gurjar was robbed of gold, silver, and cash worth Rs 8–10 lakh after frequently showcasing her jewellery on social media. Burglars reportedly used her videos to study the layout of the house before carrying out the crime. They disabled the CCTV cameras, locked the family in a room, and executed the heist. Social media is not always a safe space, and information shared online can easily be exploited by criminals. As the creator economy continues to grow, creators must exercise greater restraint in what they share, while consumers must apply critical thinking rather than scroll mindlessly. (The writer is a media professional and a Research Associate with IIM, Shilong. Views personal.)

Unrest within Mahayuti

Updated: Jan 21, 2025

Mahayuti

Mumbai: The state administration on Sunday stalled the appointments of guardian ministers in Raigad and Nashik districts. Chief Minister Devendra Fadnavis had cleared the appointments before he left for Davos in Switzerland to attend the World Economic Forum on Saturday. They are believed to have been stalled on behest of Deputy Chief Minister Eknath Shinde, who heads the state in absence of the Chief Minister.


NCP’s Aditi Tatkare and BJP’s Girish Mahajan were entrusted with responsibilities of guardian minister for the Raigad and Nashik districts respectively, where Shiv Sena’s Bharat Gogawale and Dada Bhuse had staked claims. Gogawale is a first-time minister while, Bhuse had been the guardian minister of the district during previous government under Eknath Shinde.


Shiv Sena, NCP and BJP all the three constituents of Mahayuti have strong roots in both the districts. However, the Shiv Sena and the NCP had been particularly on loggerheads there. The Shiv Sena, which had been demanding the guardian minister’s post in Nashik district has managed to win only two assembly seats in the district where the NCP has Six and the BJP has Five MLAs. On the contrary, in Raigad the NCP has won only one seat while the Shiv Sena and the BJP both have Three MLAs each in the district.


Sunil Tatkare, MP from Raigad Lok Sabha constituency and the stat unit president of the NCP and father of Aditi Tatkare, had been the guardian minister of Raigad between 2004 and 2014. Gogawale had always been his political opponent before Tatkare joined the Mahayuti government under Ajit Pawar’s leadership in 2023. Gogawale claimed that all the Six Shiv Sena-BJP MLAs in the district had opined in his favour to be the guardian minister of the district and after the decision to appoint Aditi Tatkare was announced, his supporters resorted to violent protests. They burnt tyres in bid to stall traffic on highway in the district. Reacting to the developments, Tatkare said that the issue should be pondered over after CM Fadnavis returns from Davos on Saturday and settled amicably.


In Nashik Girish Mahajan had been the guardian minister of the district between 2014 and 2019 when Fadnavis was the Chief Minister.


The post of guardian minister doesn’t have any constitutional mandate and is considered to be a political appointment. Guardian ministers head the district planning and development councils (DPDC) that control the funds for development works being carried out in the particular district. This control wields much of political power to the minister in that district whereby spreading the party in the district becomes much easier. This is the reason why the grass root politicians seem to be very sensitive to such appointments.


While Gogawale and Bhuse are unhappy about not being appointed as guardian ministers, some others like NCP’s Hasan Mushrif and BJP’s Pankaja Munde are unhappy about not being appointed as guardian district in their home districts of Kolhapur and Beed respectively. DCM Shinde is learnt to have gone to his ancestral village Dare in Satara district after the decision and BJP’s firefighters Chandrashekhar Bawankule and Girish Mahajan are expected to meet him there to try finding a way out of the issue.

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