Influencers 2.0: From brand ambassadors to owners
Influencers are now monetising their presence, and building new means of income via subscriptions, branded merchandise, and coaching services, note industry observers
Brands and influencers seem to be no longer relying on one-time paid promotions. Today, a more realistic approach is emerging, where influencers are emerging as co-creators, actively participating in product development to create offerings that resonate with their audiences.
Freakins, an Indian denim brand known for collaborations with influencers like Tarini Shah, The Rebel Kid, and Apporva, is a prime example of this trend. These influencers don't just promote products — they also create limited-edition collections that reflect their distinct styles.
Content creators like Masoom Minawala and Komal Pandey are acing it too. Masoom's co-created jewellery business reflects her distinct fashion sense, while Komal has designed exclusive collections for fashion brands, reinforcing her connection to her audience.
YouTuber Gaurav Taneja, also known as "Flying Beast," pitched his health and nutrition brand, Beast Life, on season 4 of Shark Tank India.
