India’s $2B Celebrity Economy: Virat Kohli Leads, SRK Surges

In India, celebrity power doesn’t fade when the lights dim or the match ends — it multiplies. This year, that power crystallized in the form of Virat Kohli, who once again emerged as India’s most valued celebrity, commanding a staggering $231.1 million in brand value, according to Kroll’s Celebrity Brand Valuation Report 2024.

The feat isn’t just about endorsements. It’s about how a cricketer became a cultural economy in motion — a walking, talking brand whose influence runs from cricket grounds to living rooms, from television ads to Instagram reels. Kohli’s portfolio is as expansive as his cover drive: PUMA’s sportswear, Audi’s luxury rides, MRF Tyres’ grip, Myntra’s fashion, and Nestlé’s trusted pantry staples. In every sector where consumer trust matters, Kohli is the bridge.

“Kohli isn’t just a cricketer; he’s a business empire wearing pads.”

The Bollywood Comeback and Reinvention

Bollywood, once thought to be losing its grip, reminded the world that reinvention is part of its DNA.

• Ranveer Singh, the ever-energetic showman, held on to second place with a brand value of $170.7 million. Even with a dip, Singh remains a marketer’s delight — edgy, flamboyant, and perfect for brands that thrive on disruption.
• Then came the Shah Rukh Khan phenomenon. After a blockbuster year that saw cinema halls roar back to life, SRK’s brand value surged by 21% to $145.7 million. He didn’t just reclaim the box office — he reasserted his status as a global ambassador of Bollywood.
• Alia Bhatt followed, clocking $116.4 million to become the most valued woman celebrity in India. Her trajectory — from Indian cinema to Hollywood to luxury fashion with Gucci — signals the globalization of Indian stardom.
• And in a nostalgic twist, Sachin Tendulkar re-entered the top five with $112.2 million. The “God of Cricket” once again proved that trust, legacy, and timeless appeal still make brands reach for icons of yesterday.

The Rise of Gen Z: Local Roots, Global Shoots

If the veterans held their ground, the newcomers made the headlines. Ananya Panday stormed into the top 25 with a brand value of $35.2 million. With over 30 endorsements spanning Asian Paints to Chanel, she represents the new peg of India’s celebrity landscape — one where Instagram grids and Gen Z relatability carry as much weight as filmographies.

Kroll aptly described her portfolio as “local roots with global shoots”, signaling how younger stars are reshaping celebrity influence for a world that scrolls before it buys.

Gen Z celebrities don’t just act; they curate lifestyles their followers want to live.

Why Social Media Matters — But Not for Everyone

Kroll’s study made one thing clear: social media presence is a decisive factor in building brand valuation. Celebrities who engage fans daily, spark conversations, and create viral moments translate digital influence into tangible commercial power.

But there’s a caveat — and one businesses can learn from. The pursuit of social media dominance isn’t universally effective. Not every organization thrives on constant engagement. Certain sectors, like credit unions or niche B2B industries, may find limited returns in chasing followers. For them, social media works best as a functional channel — a space for updates, customer service, or credibility — rather than a growth engine.

The lesson? Influence must align with identity. Kohli, SRK, Alia, and Ananya can command millions online because their personas thrive on visibility. But for many brands, the smarter play is to double down on where they naturally resonate, whether that’s community events, thought leadership, or customer experience.

Sustainable growth doesn’t come from chasing every platform, but from mastering the right ones.

India’s $2 Billion Celebrity Economy

The collective story is staggering. The top 25 Indian celebrities are now valued at $2 billion, marking an 8.6% rise from last year. The growth reflects more than just numbers — it underlines how India’s cultural economy is becoming a cornerstone of global marketing strategies.

But this growth comes amid tectonic shifts:

• South Indian cinema has overtaken Bollywood, now commanding 47.7% of domestic box office share, while Hindi cinema fell to 39.5%.
• OTT platforms now generate more than half of revenues for major releases, cementing their role as the parallel powerhouse to theatres.
• Yet, as Kroll’s Umakanta Panigrahi noted, re-releases and theatrical comebacks are reminding audiences that the silver screen is irreplaceable.

The Bigger Picture: Influence as Currency

What emerges from this year’s report is not just a ranking, but a revelation: influence is India’s new currency. From Kohli’s batting to SRK’s acting, from Alia’s global stride to Ananya’s Insta-savvy rise, India’s celebrities are no longer just entertainers — they are economic forces, cultural ambassadors, and digital disruptors rolled into one.

For businesses, the message is clear. Whether you’re a multinational or a local startup, the question isn’t should you be on social media? — it’s how does your presence authentically serve your audience and strengthen your brand story?

As India’s celebrity economy crosses the $2 billion threshold, one thing is certain: the faces of this growth aren’t only on billboards or cinema screens. They’re shaping purchase decisions, cultural identity, and even business strategy.

And at the heart of it, still standing tall, is Virat Kohli — a cricketer who turned charisma into commerce, and in the process, defined the very business of being a celebrity in modern India.