As India’s tech market grows increasingly saturated, marketers are relying more heavily on social media influencers to help differentiate their products and reach audiences beyond metro cities. This shift is part of a broader transformation in the country’s marketing landscape, where traditional media continues to cede ground to digital-first, creator-led content.
According to a 2024 report by GroupM INCA, India’s influencer marketing industry was valued at Rs 2,344 crore in 2023 and is expected to grow at a compound annual growth rate of over 25%, crossing Rs 3,000 crore by 2025. Much of this growth is driven by technology brands looking to tap into the trust and reach built by influencers, particularly among younger consumers in Tier-2 and Tier-3 markets.
One example of this trend is JJ Communication, a content platform run by Manish Jain. Known for short-form tech reviews and high-engagement content filmed in public spaces, the platform has built a large following on Instagram, YouTube, and short video apps. While exact follower counts vary across sources, data from social media analytics firm HypeAuditor suggests that some tech influencers in Jain’s league maintain engagement rates as high as 4%, significantly above the 1.4% average in the tech category.
Sources familiar with developments indicate that JJ Communication is in talks with a prominent consumer tech brand for a new product campaign. Though previous collaborations with brands have been routine for such creators, this would mark a higher-stakes partnership that underscores the growing role of influencers in high-value tech launches.
The timing coincides with a surge in smartphone shipments and increased competition in India’s gadget market. According to IDC, India shipped over 150 million smartphones in 2023, a 4% year-on-year growth, with budget and mid-range categories accounting for the majority of sales. To reach the large base of mobile-first users consuming content in vernacular languages, brands are increasingly shifting their advertising dollars from television and print to social media platforms.
A 2023 survey by Deloitte found that 60% of Indian consumers discover new tech products via influencers, compared to 31% via television and 24% via print. For Gen Z users, that figure rises further. A separate 2023 Statista report noted that nearly 70% of Gen Z users in India trust influencer recommendations more than traditional brand advertisements.
This reallocation of trust is pushing marketers to integrate influencers into their product rollouts much earlier, sometimes even at the ideation stage. These influencers are not only content distributors but also act as focus groups and early testers. Creators who cater to non-urban audiences or use a blend of Hindi and English tend to attract more diverse engagement, making them useful for brands with pan-India ambitions.
As the influencer marketing economy matures, observers say brands are increasingly measuring impact not just in views or likes but in product inquiries and purchase conversions. According to the 2024 FICCI-EY M\&E report, digital ad spending by tech brands grew 22% in FY24, with close to half of that directed toward creator-led marketing.
With India expected to add over 100 million new internet users by the end of 2025, according to IAMAI-Kantar estimates, the influence of regional and grassroots creators is likely to deepen. For tech companies aiming to remain visible in a crowded market, partnerships with influencers may no longer be optional—but essential.
