Indian creator pricing shifts from follower counts to authority, expertise and original IP
OWLED founder Ayush Wadhwa says creators with comparable audiences can see a 10x earnings gap as brands pay premiums for finance, business, luxury and podcast authority. At 300,000 followers, beauty creators may command ₹1.5–2 lakh per reel versus ₹2.5–3.5 lakh for finance and business creators.
OWLED founder Ayush Wadhwa says Indian influencer rates increasingly reward expertise, authority and original IP. Finance, business, luxury and podcasts command premiums, while fashion, memes, lip-sync and derivative dance/music content face weaker monetisation.
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- ET BrandEquity — Same time