Gå ubegrenset med Magzter GOLD
Få ubegrenset tilgang til over 9000 magasiner, aviser og premiumhistorier for bare
Prøve GULL - Gratis
Fake Managers Derail India Influencer Deals
Mint Mumbai
|May 26, 2025
Creators lost about ₹350 crore worth of brand deals in 2024
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.
Denne historien er fra May 26, 2025-utgaven av Mint Mumbai.
Abonner på Magzter GOLD for å få tilgang til tusenvis av kuraterte premiumhistorier og over 9000 magasiner og aviser.
Allerede abonnent? Logg på
FLERE HISTORIER FRA Mint Mumbai
Mint Mumbai
Paint firms strengthen moats as competition heats up
A bruising market-share battle is escalating in India's ₹70,000-crore paints sector, forcing companies to look beyond aggressive discounting and instead strengthen their foothold in key geographical areas while sharpening their product portfolios.
2 mins
November 28, 2025
Mint Mumbai
Telcos slam Trai penalty plan for financial report flaws
Trai has proposed turnover-linked penalties for filing incorrect, incomplete financial reports
2 mins
November 28, 2025
Mint Mumbai
Consumers warm up to Bolt as it aces 10-min hunger games
A year after launch, Bolt is emerging as Swiggy's fastest-scaling bet.
2 mins
November 28, 2025
Mint Mumbai
Doing India’s needy a good turn: Everyone is welcome to pitch in
What may seem weakly linked with positive outcomes on the ground could work wonders over time
3 mins
November 28, 2025
Mint Mumbai
GOING SOLO: FACING THE GROWING REALITY OF SOLITARY RETIREMENT IN INDIA
What we plan for ourselves isn't always what life plans for us.
2 mins
November 28, 2025
Mint Mumbai
Catamaran to boost manufacturing bets
Catamaran is focused on a few areas in manufacturing, such as aerospace
2 mins
November 28, 2025
Mint Mumbai
How the latest labour codes will benefit most employees
Workers may see an increase in some statutory benefits such as gratuity and leave encashment
4 mins
November 28, 2025
Mint Mumbai
Tune into weak signals in a world of data dominance
World War II saw the full fury of air power in battle, first exercised by Axis forces and then by the Allies, culminating in American B-29 bombers dropping atomic bombs on Hiroshima and Nagasaki.
4 mins
November 28, 2025
Mint Mumbai
Investors expect AI use to soar. That's not happening
An uncertain outlook for interest rates. Businesses may be holding off on investment until the fog clears. In addition, history suggests that technology tends to spread in fits and starts. Consider use of the computer within American households, where the speed of adoption slowed in the late 1980s. This was a mere blip before the 1990s, when they invaded American homes.
2 mins
November 28, 2025
Mint Mumbai
Tech startups on M&A route to boost scale, market share
M&As were earlier used to enter new markets or geographies, but that strategy has evolved
2 mins
November 28, 2025
Listen
Translate
Change font size