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Amruth Raj's avatar

This is an interesting take, had a bunch of thoughts but too long for a write up.

So here's a TL;DR:

Influencer-led commerce in India faces structural challenges. Most influencers are entertainers, not domain experts, and Instagram is primarily an entertainment [Indian context] platform—not a sales engine.

India’s sharp economic divide (140M affluent vs. 1B budget-conscious) limits conversion potential. High return [RTO/RTV] rates for unfamiliar, couriered products add friction.

While entertainment thrives (e.g., IPL, Reels), it rarely translates to meaningful commerce, especially when trust and product expertise are missing.

Would love to have a chat or AMA on this with your team sometime :)

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Divya Gursahani's avatar

Such a great read!

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