Preti Sarkar is a content creator and owner of the clothing brand, peetizen.
From the door of courtesy Britti Sarkar
PREETI Sarkar started posting on YouTube at the age of 18. The 24 -year -old collected about 1.6 million on Instagram and YouTube, and launched her clothes brand.
It is part of the increasing wave of influencers in India who have started their own business since the foundation of social media.
Many senior creators in India benefit from their fans ’bases to build direct works for the consumer-from Nitibha Kaul’s Cosmetic Help from the conditions. Shapewear brand To Gaurav Taneja’s Sports feeding brand.
“It is a very modern trend for influencers (in India) … historically, we have seen successful entrepreneurs in India who have become influential, not on the other direction (about).” CNBC made it.
The creative economy in India has seen a significant increase in recent years. According to May a report Written by Boston Consulting Group (BCG), there are now more than 2 million investor content creators who affect more than $ 350 billion in consumer spending in the country.
The direct revenues of the creator’s ecosystem will grow from about 20 billion dollars to $ 25 billion in the fiscal year 2024 to more than $ 100 billion by the end of the contract, according to the report.
Today’s creators are not just artists – they also form consumer preferences and purchase decisions. The ecological system is expected to lead more than $ 1 trillion of the “affected designer” consumption by 2030, according to the BCG report.
Asala is the currency
Sarkar says she started creating YouTube videos in 2018 about skin care, fashion and more. It is its headquarters in Kolkata and most of its content in Bengalia.
“At that time in our city … (YouTube) was not very famous, and people did not know what the content is already creating and what capabilities they carry,” Sarkar told CNBC.
Its original photography preparation was very simple. She was consisting of a bucket, as she turned upside down and used as a Teribud novel for her phone. “Every day for eight to 10 hours, I just sat down and edited the videos. So it was a very long and tired operation for five years, and there was no success,” Sarkar said.
But one day, I just decided: “What if I just recorded my conviction and only showed people I really? “So I just started making videos without makeup, without any candidate, just kept my phone in my hands and started talking, and I became my brand.
“People communicate with me because they see themselves inside,” she said.
It is the same strategy of appearing original online that Sarkar and many other influencers have strengthened to attract their loyal followers.
Today, Sarkar uses a similar strategy to market her clothes brand, preetizen. Instead of employing professional models for her marketing campaign, Sarkar decided to launch a social media campaign in February asking her followers to apply to become models for her clothing line.
Prefeeti Sarkar with her models for her clothes brand, preetizen.
“We have made (it’s a brand driven by society … I told them:” If you want to become a model, I do not care about your length or your skin color, or you look … I just want you to write (you) interested in this post, and I will choose 10 people to become the face of my brand. “
Sarkar said: “You will not believe ()
Likewise, influencers have become an integral part of many marketing campaigns in India. This is largely due to the content of the contents who have an audience that trusts them and their recommendations – which is very important for sales, Swarob said.
The influencers in India create custom content that can be liked for specific areas and excessive local preferences. SWARUP added that this may be very difficult for the traditional media to do, so the content creates leak this gap.
“I think … the brands have also realized that the participation of the original and transparent effects (Canal) greatly benefits the brands,” he added.
It has been common for a long time to see creators in the United States to benefit from their fans to create income flows, but the trend is relatively emerging in India.
Swarob said it comes through natural progress. In recent years, smartphones and data have become more Accessible and At a reasonable price In India. “In 2008, there were 346 million SIM mobile cards registered in India. Between 2008 and 2024, this number is more than three times,” he said. India data.
The use of data in India from about 12 GB per month in the fiscal year 2020 to about 27 GB per month in the fiscal year 2024, according to BCG.
“It is all about demand and supply … data consumption has really increased thanks to the (cost data) packages that consumers (using).”
He added: “The influencers have grown after that, and with their salaries increasing, the size of their wallet increases, right? It is clear that they are looking () other ways of income, along with the content on YouTube or Instagram.”
In particular, Covid-19 was also gave a big boost to this industry.
He said: “We are at a turning point where the influential marketing (industry) has already grown during the post -time period, because (many people) went digitically, and this was the only form of participation, interaction or … the communication that was happening.”
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