India’s shopping spree now runs on the people you follow, influencing choices & business

Suddenly, your friend, your cousin, your favourite YouTuber, that girl on Instagram with perfect eyeliner, and that guy on Shorts who reviews T-shirts for a living. They are all unofficial personal shoppers for millions. And India’s biggest digital giants are leaning all the way in.Welcome to the era of creator-led commerce, where the “Add to Cart” button is increasingly powered by someone’s charm, camera, and ring light.According to BCG’s From Content to Commerce: Mapping India’s Creator Economy report, I ...