Fake Managers Derail India Influencer Deals

Creators lost about ₹350 crore worth of brand deals in 2024

- Pratishtha Bagai

For India's content creators chasing deals with brands, imposters posing as their managers are becoming a big risk.

India's over four million influencers lost about ₹350 crore worth of brand deals in 2024 because unauthorized managers tried negotiating deals for them but failed, according to a report by Hashfame, a networking platform for creators and marketers, exclusively shared with Mint.

"More than 55% of Indian content creators are losing brand deals not because of poor performance or content misalignment, but due to misrepresentation and the lack of direct access caused by unverified or fake talent managers," read the report that surveyed over 32,000 content creators across India.

India's influencer industry, estimated to touch ₹3,375 crore by 2026, according to EY, is shadowed by talent management businesses. These agencies negotiate endorsement deals from brands for influencers in exchange for a commission.