Lost deals, broken trust — and what creators can do about it
The influencer economy in India is booming—but not without setbacks. According to a recent industry report, Indian content creators lost over ₹350 crore in brand collaborations in the last year. The reason? Fake managers and broken lines of communication.
According to a recent industry estimate, Indian influencers lost over crores in brand deals in the past year alone because of shady middlemen posing as “official” managers. And honestly, that number might be even higher.
These fake reps reach out to brands, pitch collaborations, and sometimes even close deals—without the influencer ever knowing. The worst part? By the time the brand or the creator figures it out, the opportunity is long gone.
As someone who follows this space closely, it’s hard not to feel frustrated. So many creators spend years building trust with their audience. They pour in time, effort, and creativity—only to miss out on massive deals because someone pretended to be them or represent them.
Imagine a brand you’ve dreamed of working with pulling back because of a conversation you never had. It’s heartbreaking—and way too common now.
This problem seems to be hitting mid-level and rising influencers the most. They’re just getting noticed by brands but may not have formal teams or agencies yet. That makes them easy targets for scammers who swoop in and impersonate them.
For brands, it’s no less of a nightmare. Marketing budgets get wasted. Campaigns get delayed. And most of all, trust gets broken.
So, what’s the fix?
For creators: Put your official contact details front and center on all platforms. Use verified email addresses. And if you do work with a manager, make sure they’re listed on your bio or website. Don’t be afraid to talk about it publicly—transparency helps.
For brands: Always double-check who you’re speaking with. One email verification or a quick DM to the creator can save lakhs.
Read next : Kusha Kapila Brings Her Signature Wit to Maamla Legal Hai Season 2
We often talk about how creators need to be authentic online. But that authenticity should extend to what happens behind the scenes too—because that’s where the real business happens.
The creator economy is growing fast. Let’s make sure it grows smart, too.
