The influencer marketing industry in India is at a crucial juncture, with its market value projected to exceed ₹3,375 crore ($404.82 million) by 2026. Amid this rapid expansion, concerns around transparency, fair compensation, and content authenticity have emerged. Addressing these pressing issues, the India Influencer Governing Council (IIGC) was officially launched on February 15, 2025, at The Leela Ambience, Gurgaon. This landmark initiative brings together industry stalwarts, leading influencers, and marketing experts to set ethical guidelines and establish a responsible influencer ecosystem.
IIGC: A Game-Changer for the Influencer Marketing Industry
IIGC was founded with a mission to empower creators, advocate for fair policies, and promote responsible content creation. With more than 65 board advisors, the council includes top influencers, brand marketers, and agency leaders. The organization will focus on bridging the gap between influencers, brands, consumers, agencies, and government regulators to ensure compliance and innovation in the sector.
Who’s Leading IIGC?
At the helm of IIGC is Sahil Chopra, Founder and CEO of iCubesWire, who serves as the Chairman. Other key members of the founding leadership team include:
- Rajeev Makhni – Tech Influencer
- Anurita Chopra – Chief Marketing Officer, Haleon
- Deepali Naair – Group CMO, CK Birla Group
- Nitin Sethi – Chief Digital Officer, Adani
- Hari Krishnan – Managing Director, Content & Groupe Marcomm, Publicis Groupe
Their collective expertise will drive content credibility, responsible brand promotions, and fair compensation for influencers.
Why IIGC is the Need of the Hour
As influencer marketing grows exponentially, it faces challenges such as misleading promotions, lack of disclosure in brand collaborations, and unfair compensation for creators. Consumers today demand authenticity, and IIGC aims to reinstate trust in the industry by ensuring that influencer content is transparent, ethical, and reliable.
Speaking at the launch, Sahil Chopra emphasized the necessity of a governing body, stating,
“The need for structured guidelines in this dynamic industry is evident. With IIGC, we aim to create a platform that empowers creators, brands, and consumers alike.”
Addressing Key Issues in Influencer Marketing
IIGC will work towards:
✔ Transparency in Brand Collaborations – Ensuring that paid promotions are clearly disclosed to consumers.
✔ Fair Compensation for Influencers – Advocating for standard rates and fair payment structures.
✔ Content Credibility & Fact-Checking – Taking a consumer-first approach to curb misinformation.
✔ Responsible Marketing Practices – Encouraging brands to prioritize authentic engagement over vanity metrics.
Influencer Rajeev Makhni highlighted the impact of excessive promotions, stating,
“When an influencer promotes everything, credibility is lost. IIGC will help bring back authenticity and trust.”
Industry Leaders & Brand Participation
To ensure diverse industry representation, IIGC is structured into seven industry pods, including agencies, banking & finance, consumer durables, fashion & lifestyle, CPG, mobile & technology, and content creators. Leading brands such as Swiggy, Maruti Suzuki, Nestlé, Bata, PepsiCo, Philips, Disney+ Hotstar, Spotify, Samsung, and Reckitt are actively involved in shaping the council’s guidelines.
Commenting on the initiative, Anurita Chopra, CMO of Haleon, said,
“Influencer marketing has grown beyond expectations. It’s time to ensure that trust and credibility remain at the core of this industry.”
IIGC’s Roadmap: What’s Next?
The council will work closely with government bodies, digital platforms, and content creators to create standardized regulations. The next IIGC meet-up is scheduled for April 12, 2025, in Mumbai, where industry leaders will discuss best practices and future policies.
As influencer marketing continues to evolve, IIGC’s efforts will shape a more ethical, transparent, and professional ecosystem. By setting new benchmarks for responsible content creation, India’s influencer economy is poised for a more credible and sustainable future.
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Final Thoughts
With the launch of IIGC, the Indian influencer marketing landscape is set to witness a transformational shift. As consumers become more discerning, influencers and brands must align with authentic storytelling, ethical marketing, and responsible content creation.
The rise of influencer marketing is undeniable, but with a structured governing body like IIGC, the industry can reach new heights of credibility and professionalism.
