Leading AI analytics platform, HypeAuditor, reveals the significant impact of influencer marketing in India, with fast fashion brands and e-commerce platforms emerging as the most talked-about brands on Instagram.
Skincare brands like Dot & Key and MyGlamm also make their mark in influencer collaborations.
The analysis showcases the growing influence and power of influencers in driving brand mentions and engagement.
According to HypeAuditor’s latest study, Zara, H&M, Myntra, Urbanic, and Amazon have garnered the highest number of organic and paid tags or mentions on Instagram by influencers since the beginning of 2023.
Zara takes the lead, attracting mentions from unique influencers on Instagram, including prominent Indian influencers with a global reach such as Gursharanjot Singh Randhawa, Hina Khan and Tulsi Kumar . The fact that 30% of Zara-related posts feature mentions of more than five brands reflects its popularity among fashion bloggers, who enthusiastically showcase their Zara outfits to their followers. With over 2,280 posts featuring the popular hashtag #ootd (outfit of the day), Zara continues to dominate the fashion conversation on Instagram.
Myntra, the leading Indian e-commerce platform, boasts the highest number of posts (11,530) and an impressive Earned Media Value of $16.3M. Notably, 1,989 out of these 11,530 posts indicate paid collaborations through the hashtag ad, demonstrating successful partnerships between Myntra and influential personalities such as Virat Kohli, Anusha Sharma. These collaborations have significantly contributed to Myntra’s brand visibility and market presence.
Urbanic, an Indian fashion brand catering to contemporary women’s clothing, has successfully nurtured a community of brand ambassadors, including notable influencers like Riya Kanthaliya, Sunayana Fozdar and Anichka Shyrinn. With 1,586 posts out of 7,701 featuring the #urbanicsquad hashtag, Urbanic’s influencer marketing strategy has proven highly effective. Most of these posts also feature influencers’ promo codes, allowing creators to earn commissions from sales.
Alexander Frolov, CEO and Co-Founder, HypeAuditor commented,
“It is exciting to observe that India has emerged as one of the leading countries, alongside the likes of the United States and Brazil, in terms of influencer marketing adoption.
The power of influencer marketing cannot be underestimated, as it provides an authentic and relatable channel for brands to connect with their consumers.”
This analysis showcases the tremendous potential and impact of influencer marketing in India’s dynamic market. As brands increasingly collaborate with influential personalities, they establish meaningful connections, drive brand awareness, and create engaging content that resonates with their target audience.
For the full details of the top ten, including reach, mentions, the number of influencers promoting them and EMV, see below:
| Mentions | Unique Influencers | Reach(M) | EMV($) | ||
| 1 | zara | 10,740 | 4,810 | 309 | 15,861,851 |
| 2 | hm | 9,879 | 4,798 | 202 | 7,946,164 |
| 3 | myntra | 11,530 | 3,879 | 326 | 16,390,907 |
| 4 | urbanic_in | 7,701 | 3,512 | 156 | 6,917,008 |
| 5 | amazondotin | 6,854 | 3,165 | 201 | 7,898,734 |
| 6 | dotandkey.skincare | 5,865 | 2,929 | 47 | 1,561,216 |
| 7 | flipkart | 4,957 | 2,695 | 166 | 3,944,210 |
| 8 | firstcryindia | 10,657 | 2,665 | 57 | 1,414,693 |
| 9 | samsungindia | 5,887 | 2,655 | 56 | 1,742,169 |
| 10 | myglamm | 5,735 | 2,402 | 25 | 2,029,689 |
Time period: January to May 2023
- Zara: Zara is a Spanish clothing and accessories brand known for its fast-fashion approach. It offers trendy and affordable clothing for men, women, and children. Zara is recognized for its ability to quickly adapt to the latest fashion trends and deliver new collections to its stores regularly.
- H&M: H&M, short for Hennes & Mauritz, is a Swedish multinational clothing retailer. It is one of the world’s largest fashion brands, offering a wide range of clothing, accessories, and home goods. H&M is known for its affordable and trendy fashion choices, with a focus on sustainability in recent years.
- Myntra: Myntra is an Indian e-commerce platform specializing in fashion and lifestyle products. It offers a wide range of clothing, footwear, accessories, and beauty products for men, women, and children. Myntra collaborates with various national and international brands, providing customers with a diverse selection of fashion choices.
- Urbanic: Urbanic is an Indian fashion brand that focuses on contemporary clothing for women. It offers a mix of ethnic and western wear, catering to different fashion preferences. Urbanic strives to provide trendy designs and high-quality products to its customers.
- Amazon.in: Amazon India, operating as amazon.in, is the Indian counterpart of the global e-commerce giant Amazon. It is one of the largest online marketplaces in India, offering a vast range of products, including electronics, fashion, home goods, and more. Amazon.in provides a convenient shopping experience and reliable delivery services.
- Dot & Key Skincare: Dot & Key is an Indian skincare brand that offers a range of innovative and cruelty-free skincare products. They focus on creating effective solutions for various skin concerns, using natural ingredients and advanced formulations. Dot & Key aims to provide customers with gentle and nourishing skincare options.
- Flipkart: Flipkart is another major e-commerce platform in India. It offers a wide array of products across various categories, including electronics, fashion, home appliances, books, and more. Flipkart provides a platform for sellers to reach a large customer base and offers convenient payment and delivery options.
- FirstCry India: FirstCry is an Indian e-commerce platform specializing in baby and kids’ products. It offers a comprehensive range of items, including clothing, toys, diapers, feeding accessories, and maternity care products. FirstCry is dedicated to meeting the needs of parents and ensuring a seamless shopping experience for their children.
- Samsung India: Samsung India is the Indian subsidiary of the South Korean multinational conglomerate, Samsung. It offers a diverse range of consumer electronics and appliances, including smartphones, televisions, home appliances, and more. Samsung is renowned for its technological innovation and high-quality products.
- MyGlamm: MyGlamm is an Indian beauty and cosmetics brand. It offers a wide range of makeup and skincare products, including lipsticks, foundations, eyeshadows, and skincare essentials. MyGlamm focuses on creating cruelty-free and vegan-friendly products, providing customers with accessible and high-quality beauty solutions.
