India’s creator economy has emerged from novelty to maturity, evolving into a structured ecosystem of monetised influence, regional storytelling, and tech-enabled branding. With over four million individuals now identifying as content creators ~ and a Rs 3,500 crore influencer marketing industry backing them ~ the country’s digital narrative is being shaped less by celebrity endorsements and more by hyperlocal authenticity. The numbers are compelling, but the shift in structure, power, and strategy is even more significant. At the heart of this evolution lies a distinct decentralisation of influence.

No longer are creators confined to urban metros or English-speaking audiences. Instead, Tier 2 and Tier 3 towns are producing a new generation of influencers, fluent in regional languages and attuned to community-specific aspirations. These creators are not only relatable but also trusted voices, offering an intimacy that mass marketing cannot replicate. The dominance of........

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