We did a deep dive into digitally-native influencer-driven brands here in India recently. Conclusion: it is a bit early, as truly endemic influencers are not yet at scale (10s of millions of followers) on Insta etc. 1/n
Yes there are sports/movie celebrity-driven brands but not clear these are venture-backable opportunities- much of the value is being extracted by the celebrities themselves or by distribution platforms such as Amazon and Myntra. 2/n
If a #dnvb company could go direct-to-consumer, bypassing the toll gate at Amazon/Myntra/etc., without celebrity endorsements (but with endemic influencers support on Insta) and deliver high-quality product and content, there could be something there.
