Fan communities are growing in India and becoming a powerful force shaping cultural influence, consumer behaviour and economic growth. A new report from MYFANDOM, an online platform for licensed merchandise of celebrities, captures the extent of the upsurge. Drawing on its internal study, industry research, and cultural observation, MYFANDOM estimates that, by 2028, India’s fandom economy will be worth $10 billion.

The study finds that community-led engagement has become a crucial touchpoint for the Indian fandom economy. Forty per cent of fans want meet-and-greets with their idols as part of the fan experience, and 45 per cent said they’d be the happiest with official merch.

The report is intended to serve as a reference point for artists, management, brands, and industry stakeholders, seeking to underscore how fandom is shaping the future of entertainment, commerce, and culture in India.

Creator catalyst

dentsu X has launched The Creator Catalyst, a new playbook and applied approach designed to help brands turn fragmented creator activity into a connected engine for relevance, participation and incremental growth. According to dentsu’s Consumer Navigator research, nearly two-thirds of people engage with creator content, rising to 82 per cent among millennials and 85 per cent among Gen Z. At the same time, WARC reports that 60 per cent of marketers struggle to identify creators who genuinely fit their brand. The Creator Catalyst playbook addresses that gap. It outlines a three-part approach looking at casting (choice of creators), culture (embedding creators during ideation stage itself) and commerce (connecting influence to measurable business outcomes).

More Like This

Published on March 23, 2026