Major consumer goods companies, including Hindustan Unilever (HUL), Dabur, and Godrej Consumer Products (GCP), are significantly enhancing their influencer marketing strategies to strengthen customer engagement, brand loyalty, and awareness. With the growing popularity of short-form content on platforms like Instagram and YouTube, these companies are increasingly partnering with macro, micro, and nano influencers to elevate brand visibility.
In their FY24 annual reports, these companies emphasized the expanding role of influencers in their overall marketing strategies, reflecting the shifting consumer habits towards digital content consumption. This trend has led to a more strategic engagement with influencers across various tiers, aiming to capitalize on the increasing impact of social media on purchasing decisions.
According to a recent EY report, India’s influencer marketing industry is expected to grow to ₹3,375 crore by 2026, up from ₹2,344 crore in 2024. This surge is largely driven by the expanding use of social media influencers to boost sales and brand engagement.
A marketing expert highlighted that large companies typically allocate 8–10% of their digital marketing budgets to influencer campaigns, although these campaigns generally represent a small portion of total marketing spend due to their short-lived nature.
HUL, one of India’s largest advertisers, has strengthened its influencer marketing capabilities by establishing a dedicated influencer management team. The company’s advertising and promotion expenses rose by 31% to ₹6,380 crore in FY24, with influencers playing a crucial role in improving brand visibility and achieving cost savings.
Dabur, another key player in the consumer goods sector, collaborated with over 2,400 influencers in the last fiscal year, generating 4.45 billion impressions and 1.45 billion views from 135 digital videos. The company utilizes influencers to spread awareness about the health benefits of natural ingredients and promote products related to topical health concerns.
Godrej Consumer Products has also seen significant organic reach through influencer-led campaigns, particularly in international markets like Africa and Argentina. The company’s hair styling brand, Roby, successfully engaged a broader audience in Argentina by collaborating with influencers across different tiers. GCP plans to expand its strategy in Africa, leveraging influencers to enhance content credibility and drive the adoption of new products and styles.