India’s creator economy is no longer centred around Mumbai, Delhi or Bengaluru. A new report from the Indian School of Business (ISB) and creator network HashFame suggests the industry’s next growth phase is being driven by smaller cities and regional markets. The report, Understanding the Canvas of India’s Creator Economy, finds that 66% of India’s 4.12 million creators now come from non-metro markets. The findings mark a significant change from just five years ago, when metro cities dominated India’s digital creator landscape.
The Turning Point Came in 2021
The report identifies 2021 as the tipping point. That was the first year when creators from non-metro India crossed the 50% mark. By 2025, the gap had widened considerably. Non-metro creators accounted for 2.72 million creators, representing two-thirds of India’s total creator population. In comparison, metro cities now contribute only 34% of the creator base.
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More importantly, the report says this is not because metro growth slowed. Instead, smaller cities expanded much faster. Between 2020 and 2025, the non-metro creator base grew 6.4 times, while metro creators grew 2.6 times. The data suggests India’s creator economy is expanding geographically rather than simply becoming denser in major cities.
Regional Languages Are Powering Growth
Language is emerging as another major growth driver. Hindi creators account for around 42% of India’s creator ecosystem. However, creators producing content in Telugu, Tamil, Kannada, Marathi, Bengali, Malayalam, Gujarati, Bhojpuri and other regional languages collectively form the majority of India’s creator base. The findings reinforce a broader industry trend. Regional content continues attracting larger audiences while opening new opportunities for brands targeting India’s next wave of internet users.
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The Creator Map of India Is Changing
The report also highlights where creators are emerging. Uttar Pradesh leads the country with 13% of India’s creators. Maharashtra follows with 12%. Rajasthan and Karnataka each account for 8%, while Tamil Nadu contributes 7%. The distribution suggests creator opportunities are no longer concentrated in a handful of metropolitan hubs. Affordable smartphones, cheaper internet and regional language platforms have helped democratise content creation across the country.
Brands Are Following the Audience
The report also examines where marketing budgets are flowing.
FMCG, e-commerce and BFSI together account for more than half of all influencer campaigns in India. Each category benefits differently.
FMCG brands rely on creators for repeated consumer recall. E-commerce companies use creators to drive discovery and conversions. BFSI brands partner with creators increasingly to simplify financial products for first-time users in smaller towns. As audiences diversify geographically, brands appear to be following them.
The Next Challenge Isn’t Becoming a Creator
The report argues that India’s biggest challenge has changed. Earlier, the focus was on helping people become creators. Now, the priority is helping creators build sustainable businesses. According to Madhu Viswanathan, Associate Professor of Marketing and Executive Director at SRITNE, ISB, the next phase depends on improving creator productivity, strengthening brand relationships and creating durable earning opportunities. That signals a shift from creator growth to creator sustainability.
India’s Creator Economy Is Entering a New Phase
The report suggests India’s creator economy has matured beyond its metro origins. Content creation is increasingly becoming a nationwide profession rather than an urban trend. The next chapter may not be defined by celebrity influencers alone. Instead, it could belong to regional storytellers, vernacular creators and entrepreneurs building audiences far beyond India’s biggest cities. If that trend continues, the future of India’s creator economy may be written less in metros and more in Tier 2, Tier 3 and rural India.