India’s Celebrity Endorsements: A Mirror to Spending Habits

Ever wondered what your favourite stars endorsing cement and digital apps means for your shopping cart? A new study tracking over 200 brands and four major male celebrities shows a fascinating shift in what Indians are buying and how our economy has grown over three decades.

This deep dive into the endorsement portfolios of Amitabh Bachchan, Shah Rukh Khan, Sachin Tendulkar, and Akshay Kumar reveals a clear trend. As these celebrities, and their audience, have matured, so too have the products and services they promote, reflecting a wealthier and more discerning consumer base.

From Phones to Plywood: The Big Shift

In the 2000s, these stars were primarily seen pushing everyday, tangible goods. Think mobile phones, apparel, and cars – items that were becoming accessible to a wider Indian population.

Fast forward to the 2020s, and the endorsements tell a different story. The focus has moved towards less tangible, more foundational aspects of life.

• **2000s:** Mass-market tangible goods like mobile phones, apparel, and cars.
• **2020s:** “Life infrastructure” and intangible services such as digital platforms, home improvement products (like cement and steel), and experiences like travel.

This shift perfectly mirrors the consumer journey, where initial purchases focused on basic necessities and aspirational products, evolving into investments in homes and digital living.

Home Improvement Gets Glam

A notable change is the decline in endorsements for traditional apparel and footwear by these major stars, largely due to the rise of social media marketing. Now, smaller influencers often fill that space.

On the flip side, the home improvement sector has seen a massive surge in celebrity endorsements. Brands for cement, steel, paints, and plywood are now actively advertising with big names, targeting everyday consumers.

• **Traditional apparel/footwear:** Decline in major celebrity endorsements.
• **Home improvement:** Surge in endorsements for cement, steel, paints, and plywood.

This signals a formalisation of these sectors, indicating that consumers are now more aware and affluent, making branded choices even for their homes.

Indian Brands Take Center Stage

Another striking trend is the increasing dominance of Indian companies in these celebrities’ endorsement portfolios. This highlights a significant shift from a market once dominated by global brands.

Indian-founded companies now hold a much larger share of endorsement deals.

• Indian companies’ share in 2000s: **58%**
• Indian companies’ share in 2020s: **77%**

This growth reflects the strengthening of homegrown businesses and their ability to capture consumer attention and trust.

Health and Tech: A Modern Makeover

The categories of healthcare and technology have also undergone a transformation in what gets endorsed. Health awareness has expanded beyond traditional remedies.

Similarly, the tech landscape has evolved from physical gadgets to digital experiences.

• **Healthcare 2000s:** Traditional products like chyawanprash.
• **Healthcare 2020s:** Expansion into modern healthcare services and products.
• **Technology 2000s:** Focus on hardware.
• **Technology 2020s:** Shift to digital businesses and applications.

These evolving endorsement patterns offer valuable insights into India’s dynamic economy, consumer behaviour, and the ever-changing strategies brands use to connect with us.