India’s Top 25 Celebrities Generate $2 Billion in Brand Value, Virat Kohli Leads Endorsements
Star power continues to pay off in India, with the country’s top 25 celebrities—a mix of film stars and sportspersons—amassing a combined brand value of $2 billion in 2024, marking an increase of over 8.6% compared to last year, according to Kroll, a global financial and risk advisory firm.
Top Performers
Cricket superstar Virat Kohli retains the number one spot with a brand value of $231.1 million, followed by actors Ranveer Singh ($170.7 million) and Shah Rukh Khan ($145.7 million). The rankings are based on endorsement portfolios and social media presence. While the top three positions remain unchanged, Singh’s endorsements declined by 10%, resulting in a 16% drop in his overall brand value, though he still ranks among the top five.
Actor Akshay Kumar fell to sixth place from fourth, as his endorsements and social media following remained largely unchanged, causing a 3% decline in overall brand value. Singh, despite launching ventures such as Bold Care, SuperYou, and acquiring a stake in Elite Mindset, has not had a major film release since July 2023, following a string of box office failures. Kumar similarly faced underperforming films post-pandemic.
Diversity and Rising Stars
The list features nine women, an improvement from eight last year. In the top 10, Alia Bhatt ranks fourth and Deepika Padukone is seventh. Rising stars include Rashmika Mandanna ($58.9 million), moving from 20th to 15th, Kriti Sanon ($44.8 million) from 27th to 19th, and Tamannaah Bhatia ($40.4 million) from 28th to 21st. Among sportspersons, Jasprit Bumrah ($38.1 million) jumped from 41st to 22nd, and Ananya Panday ($35.2 million) climbed from 46th to 25th.
According to Umakanta Panigrahi, Managing Director at Kroll, the key to consistent brand value is a strong digital presence. “Celebrities focus on maintaining visibility across social media with a steady flow of content, including pictures and reels,” he said.
Sporting Legends Shine
Kohli’s enduring relevance to brands is reinforced by milestones such as becoming the fastest batter to reach 14,000 ODI runs during the Champions Trophy clash against Pakistan. Legendary cricketer Sachin Tendulkar also remains influential, ranking fifth with a brand value of $112.2 million, up from eighth last year, thanks to partnerships with brands including Reddit, Rajhans Realty, and fintech company Kissht.