Decline of Influencer Marketing in India for D2C brands?


You must have seen your favourite Instagram influencer in an ad for a perfume brand. It is because D2C firms, short form for Direct-to-Consumer, have lately featured influencers in their marketing campaigns. It extends their reach to the target audience effectively.

However, there seems to be a shock wave coming around. Statistics disclose a surprising and intriguing twist! According to a report, the influencer marketing industry reached $21.1 billion, but D2C brands decreased their collaboration with influencers by 7%, indicating a further decline.

What is the reason for this decline? Let’s investigate the causes of this intriguing trend and its potential consequences on D2C brands.

The Boom of Influencer Marketing in India

Graph showing growth of influencer industry in India

With India moving forward in the population and internet usage race, she has become a hotbed for influencer marketing in recent years, showcasing a boom. D2C brands have actively engaged with influencers to take advantage of the transparency in the digital age. The industry’s value is estimated to reach 28 billion Indian rupees by 2026! Let’s examine the series of events behind this high expected growth.

The Social Media Revolution

With the creation of affordable smartphones and easily accessible internet, social media consumers in India increased exponentially. Platforms such as Instagram, YouTube, and TikTok have become breeding grounds for influencers who have amassed substantial followings, providing brands with a thrilling opportunity to reach this vast and engaged audience.

Reliability and authenticity

Before making a purchase decision, consumers in India are increasingly interested in authentic recommendations and evaluations. Influencers bridged the distance between brands and consumers with their relatable and genuine content, enhancing the credibility of products and services.

Market Share of D2C Brands

The rise of Direct-to-Consumer (D2C) brands also contributed significantly to influencer marketing’s popularity. D2C brands searching for cost-effective methods to reach their target audience identified influencers as a crucial channel for showcasing their products directly to prospective buyers. The market share for D2C brands in India was $55 billion in 2022.

Cultural Relevance

Regional audiences were more responsive to influencers with a firm grasp of the local culture and language. This cultural relevance enhanced the efficacy of influencer campaigns, allowing brands to interact with diverse communities across the country.

Benefits of Influencer Marketing for D2C Brands

Influencer marketing has become an effective tool for D2C (Direct-to-Consumer) brands. Let’s explore the key advantages that D2C brands can reap from influencer marketing:

Expanded Reach and Audience Targeting

Influencers possess a dedicated and engaged following on various social media platforms. By collaborating with influencers whose niche aligns with their brand, D2C companies can tap into a more extensive and relevant audience base. It enables brands to target specific demographics and reach potential customers who may have been challenging to get through traditional marketing channels.

Authenticity and Trust Building

Influencers are trusted voices in their respective fields. They establish a genuine connection with their followers through their authentic and relatable content. Influencers endorse a D2C brand or product, which creates a sense of trust and credibility among their audience, making them more likely to consider and purchase the promoted offerings.

Cost-Effective Marketing Strategy

Influencer marketing often offers a more cost-effective solution for D2C brands than traditional advertising methods. Partnering with influencers allows brands to access an established audience without the hefty expenses of extensive advertising campaigns. Additionally, influencer marketing provides measurable results, enabling brands to gauge the impact of their investments accurately.

Creative and Engaging Content

Influencers are skilled content creators capable of producing engaging and captivating material that resonates with their audience. By collaborating with influencers, D2C brands can leverage this creativity to craft compelling brand stories and product narratives that drive consumer interest and action.

Factors Contributing to the Decline

In recent times, the domain of influencer marketing in India has suffered a change, with D2C brands witnessing a decline in effectiveness. Several factors have contributed to this downturn, impacting the industry’s efficiency and casting uncertainties over its future. 

Second Wave of COVID-19

The second wave of COVID-19 infections severely affected influencer marketing in India. The resurgence of the pandemic led to lockdowns and restrictions, disrupting supply chains and consumer behaviour. As a result, D2C brands faced product promotion and distribution challenges, impacting their ability to leverage influencer marketing effectively.

Shift in Consumer Preferences

The year 2023 witnessed a shift in consumer preferences, as highlighted by the Times of India. With changing dynamics, consumers sought more genuine and personalized interactions with brands, demanding deeper connections beyond influencer endorsements. Consequently, conventional influencer marketing strategies might have fallen short of resonating with audiences, affecting D2C brands’ engagement levels.

Rising Influencer Costs

As the demand for influencers surged, the cost of collaborations also escalated. D2C brands found it challenging to justify the increasing expenses and often struggled to achieve a favourable return on investment. Consequently, brands started exploring alternative marketing channels to reach their audience cost-effectively.

Evolving Regulatory Environment

Influencer marketing in India faced evolving regulatory scrutiny. The Advertising Standards Council of India (ASCI) introduced guidelines to ensure transparency in influencer endorsements. Compliance with these guidelines became a concern for D2C brands and influencers alike, further impacting the ease and trustworthiness of influencer marketing campaigns.

The Emergence of New Marketing Avenues

The disruption caused by D2C brands has led to the emergence of new and innovative marketing avenues. Brands have started investing in technologies such as augmented reality, virtual reality, and AI-driven personalization to engage customers directly, reducing reliance on traditional influencer partnerships.

While influencer marketing remains a valuable strategy, D2C brands must adapt to the evolving landscape and explore novel approaches to stay relevant and connect effectively with their target audience.

Challenges Faced by D2C Brands in Influencer Marketing

Influencer marketing has proven to be a powerful tool for D2C (Direct-to-Consumer) brands to reach their target audience effectively. However, this dynamic marketing strategy comes with its fair share of challenges that D2C brands need to navigate strategically. Let’s delve into the key obstacles faced by D2C brands in influencer marketing.

  • Identifying the Right Influencers: The influencer landscape is vast, and choosing the wrong influencer can lead to a mismatched brand image and ineffective marketing campaigns. 
  • Ensuring Authenticity in Endorsements: With the increasing commercialization of influencer marketing, ensuring authenticity in influencer endorsements has become a challenge. Audiences are becoming more discerning and can quickly spot inauthentic or forced promotions. 
  • Measuring ROI and Effectiveness: Measuring the return on investment (ROI) and the overall effectiveness of influencer marketing campaigns can be challenging for D2C brands. Unlike traditional marketing channels, influencer marketing metrics can be more difficult to quantify. 
  • Maintaining Brand Consistency: Maintaining brand consistency can become a hurdle for D2C brands when working with multiple influencers. Each influencer has their style and approach, which can lead to a lack of cohesive messaging.
  • Mitigating Fake Followers and Engagement: The prevalence of fake followers and engagement metrics can deceive brands into partnering with influencers who may not have an authentic and engaged audience. 

By carefully selecting influencers, prioritizing authenticity, measuring ROI effectively, streamlining influencer management, maintaining brand consistency, and mitigating fraud, D2C brands can navigate these obstacles successfully and utilize influencer marketing as a potent strategy for growth and brand recognition.

Strategies for D2C Brands in a Changing Landscape

The D2C model presents unique advantages and challenges, requiring brands to adopt innovative approaches to grow their presence and achieve sustained success. 

  • Embrace Digital-first Marketing: Invest in creating engaging and visually appealing content for social media platforms, build a robust online presence, and optimize your website for seamless user experiences. Embrace the power of SEO and digital advertising to reach and engage your target audience effectively.
  • Focus on Personalization: Utilize data-driven insights to understand customer preferences and behaviour. Implement personalized product recommendations, targeted email marketing, and tailor-made promotions to enhance customer loyalty and drive repeat purchases.
  • Build Authentic Relationships with Influencers: Collaborate with influencers who genuinely resonate with your brand values and can create relatable content for their followers. Influencers with smaller but highly engaged audiences often yield better results for niche D2C brands.
  • Leverage User-generated Content (UGC): Encourage customers to generate content related to your brand and products. UGC can establish social proof, foster community engagement, and build trust among potential customers. Share and amplify user-created content on your social media channels and website to showcase real-life experiences with your brand.
  • Optimize Supply Chain and Logistics: As the D2C model involves direct selling to customers, it is crucial to have a well-optimized supply chain and logistics network. Focus on inventory management, efficient order fulfilment, and quick delivery times to meet customer expectations and build brand loyalty.

Utilize Data Analytics for Informed Decisions: Data analytics is crucial in driving informed decision-making for D2C brands. Use data to understand customer behaviour, identify market trends, and measure the effectiveness of your marketing efforts.

Case Studies of Successful D2C Brands

Many successful D2C brands in India have gained popularity in recent times. Some case studies are:

Mamaearth: Nurturing Organic Skincare

Mamaearth, founded in 2016 by Varun and Ghazal Alagh, is an Indian D2C brand that has rapidly gained popularity in the skincare and personal care industry. The brand offers natural and organic products, catering to the growing demand for chemical-free alternatives. Mamaearth’s success can be attributed to its robust digital marketing strategy, engaging social media presence, and influencer collaborations. 

boAt Lifestyle: Sailing to Audio Dominance

boAt Lifestyle, founded by Aman Gupta and Sameer Mehta in 2016, has become India’s leading D2C audio brand. The company offers a wide range of audio products, including earphones, headphones, and speakers, targeting the youth and tech-savvy audience. boAt’s success stems from its strategic collaborations with popular influencers, musicians, and sports personalities, which has significantly amplified brand visibility. 

SleepyCat: Revolutionizing the Mattress Industry

SleepyCat, founded by Kabir Siddiq in 2017, disrupted the traditional mattress industry in India with its innovative D2C approach. The brand offers memory foam mattresses directly to consumers, eliminating the need for intermediaries and retail markups. SleepyCat’s success lies in its focus on product quality, affordability, and convenience. By providing a 30-night trial and a hassle-free return policy, the brand instils confidence in customers to try their products risk-free. 

The Moms Co.: Nurturing Motherhood

The Moms Co., co-founded by Malika Sadani and Mohit Sadaani in 2016, is a D2C brand specializing in natural and toxin-free products for expecting and new mothers. Focusing on providing safe and chemical-free skincare solutions, The Moms Co. quickly gained traction in a niche market segment. The brand’s storytelling approach resonated well with its target audience, highlighting the importance of safe skincare during pregnancy and beyond. 

These brands’ success stories offer valuable insights and inspiration for other small businesses and entrepreneurs looking to venture into the D2C space and establish a strong presence in the competitive Indian market.


The decline of influencer marketing in India for D2C brands signals a shift in the marketing landscape. Factors such as the second wave of COVID-19, changing consumer preferences, content saturation, rising costs, evolving regulations, and the emergence of alternative marketing avenues have contributed to this downturn. D2C brands must adapt their strategies to the changing environment and explore innovative approaches to connect with their target audience effectively.

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