In recent times, we have witnessed a massive transformation of the digital and social media landscapes in India. If you belong to the marketing field or own a business or a brand, you would have probably realised that a solid digital presence is a key to success. The most effective way for businesses and brands to grow today is to establish an appealing online presence to reach their target audience, enhance brand awareness and boost the credibility of their brand. Influencer marketing has emerged to be a powerful marketing technique to achieve all the above-mentioned objectives. Influencer marketing is growing rapidly in India and this new-age reality is the advanced version of word-of-mouth marketing.
Influencers are shaping customers’ behaviours and their impact is not confined to a single industry. Rather, influencers are active across a wide range of industries and all brands, both big and small, are increasingly inclining toward them for promotions and marketing content. Today’s consumers buy products and services recommended by influencers and trust the brand narrative that they recite.
How Influencers Are Changing The Marketing Game?
During the past year, influencers promoted brands using several features available on social media platforms. Much importance was given to short video content, particularly reels, because it is actively circulated by the Instagram algorithm and is more cost-effective than long videos. Additionally, short videos have engaged more people, and have also offered more authenticity and interaction. Despite the severe impacts of the pandemic on India’s economy, the influencer marketing sector performed remarkably well.
Hence, Influencer Marketing has now become one of the most efficient ways of acquiring new customers in several global industries. Statistics note that by 2025, the global influencer marketing industry will be worth $ 24.1 billion with a 32% compound annual growth rate. The rise of this industry has also created several new trends and developments.
One such new trend is the use of nano influencers. Nano influencers have paved the way for better specificity, authenticity, and reliability in the influencer marketing industry. Hence, several small brands and businesses are relying heavily on these influencers for data-driven engagement and income.
Who are Nano Influencers?
Nano influencers are Instagram users with followers ranging from 1000 to 5000. These influencers aren’t glamorous, fancy, and shiny like celebrities or mega influencers. But, they have a significant amount of influence over their local neighbourhood or the community from where they belong. Nano influencers are everyday people who help in promoting the products and services of a brand by influencing their immediate circle of friends, family, and others.
Why are nano influencers gaining increased popularity? The primary reason is that they post about specific niche topics and also help in targeting the audience that is hyper-invested in such topics. Additionally, audiences trust nano influencers more because they are reliable, have a personal connection with their audience and also have unique expertise, which is absent elsewhere. A large number of nano influencers belong to the beauty and fashion niches. However, some of them are very famous in other niches like travel, food, health, and finance.
We at Confluencr realised the importance of nano-influencers in crafting effective influencer marketing campaigns and hence decided to curate a list of 10 nano influencers in India that are making a big impact on various social media platforms and have an incredible amount of influence over their respective followers.
Top 10 Nano Influencers Impacting Social Media Spaces:
1
Raisa Tolia @rasiatoliabeauty
Raisa Tolia is a skincare and beauty enthusiast who turned her passion into content that educates and entertains. As a Marketing Manager at Limese Connect, she brings professional insight and personal flair to her beauty recommendations. Her feed is an addictive mix of educative reels and beauty tips that actually help. She’s teamed up with brands from Myskinq to Ruby’s Organics, but never loses her honest voice. Followers trust her because she keeps it honest, not just flashy promotions.
2
Aaron Christopher Nayagam @aaristopher
Garima is that relatable beauty and lifestyle girl you who blends beauty, lifestyle, and approachable product reviews into a feed that feels like chatting with your most stylish friend. From Gurugram to screen, her content is real and totally down-to-earth. She supports her followers with honest reviews, fun discount codes, and relatable posts that turn casual scrollers into loyal fans. She partners with brands big and small, and even blesses followers with exclusive discount codes. Her style feels like advice from a friend, not an ad. Her work with brands like Mother Sparsh and Dr Sheths proves her influence goes beyond just pretty pictures. If you’re into honest reviews and lifestyle inspo, she’s your new fave.
3
Garima Negi @garima_negi_makeover
Garima is that relatable beauty and lifestyle girl you who blends beauty, lifestyle, and approachable product reviews into a feed that feels like chatting with your most stylish friend. From Gurugram to screen, her content is real and totally down-to-earth. She supports her followers with honest reviews, fun discount codes, and relatable posts that turn casual scrollers into loyal fans. She partners with brands big and small, and even blesses followers with exclusive discount codes. Her style feels like advice from a friend, not an ad. Her work with brands like Mother Sparsh and Dr Sheths proves her influence goes beyond just pretty pictures. If you’re into honest reviews and lifestyle inspo, she’s your new fave.
4
Kashish Kumari @kashis_kumari25
Kashish proves that fashion influence is about personality, not follower count. Kashish Kumari is a fashion and lifestyle nano influencer who also co-founded an event planning business called Decorating Themes. Her feed is packed with chic outfit ideas ranging from desi glam to western cool. She’s teamed up with brands like Aeraeye, Bagfiesta, and Whisper India, bringing street-style vibes to every scroll. Kashish’s elegant yet playful approach keeps her audience engaged and coming back for the next outfit inspo.
5
Smridhi Oberoi @smridhiioberoi
If style inspiration mood-boards had a hype girl, it’d be Smridhi. Her fashion and beauty content is crisp, creative, and always on trend. Smridhi Oberoi’s niche revolves around fashion, lifestyle, and beauty, and she wears it all with confidence. Her Instagram is a go-to for fashion inspiration, trend alerts, and makeup ideas worth bookmarking. Smridhi collaborates with labels like Jutti Express, Libas India, and Papayawhimps, proving that nano creators can land big-brand work without losing authenticity. She also builds community with Q&A sessions that make followers feel heard and valued.
6
Sahiba Sethi @sahiba_sethi
Sahiba Sethi brings effortless fashion and lifestyle content from Delhi that’s all about subtle elegance and everyday glam. Each post feels curated yet totally relatable, like style guidance from your coolest friend. She’s rocked collaborations with brands like Milanicosmetics, MyNykaa, and Hokmakeup that seamlessly fit her aesthetic. Her natural engagement proves that relatability beats overproduced content any day.
7
Priya Podder @theindiegirlove
Priya Podder is a food lover whose bio might as well read “Cooking is passion”, because her feed is all about home-style recipes and comfort food made with love. She’s serving real, delicious food that hits the heart. Foodies adore her because she makes cooking feel fun, accessible, and totally Instagram-worthy. Her posts give followers fresh ideas for everyday meals that don’t require culinary school degrees. Nano influencers like Priya show that authenticity in niche content builds community and deliciously so. Food brands and home cooks alike watch her space for inspiration and real-world cooking tips.
8
Nisha Khulbe @nishakhulbe
Nisha Khulbe, known as Lens In A Bag, takes her followers on travel adventures that feel personal and immersive. Her content showcases sights, sounds, and cultures from across India, giving travel lovers something real to explore. She’s even taken her travel stories to YouTube, where every video feels like a mini adventure. This nano influencer is proof that travel content can be both dreamy and grounded. She also shares travel tips and heartfelt stories that make her journeys feel like your own.
9
Mahi Karusala @mahikarusala
Mahi proves that nano influence often starts with community resonance, not big numbers. Based in Hyderabad, she keeps her content hyper-relevant and deeply community-centric. She’s partnered with American Eagle India and shared tasty reviews from local spots like Bird Box Bar and Cafe. She posts everything from café reviews to makeup moments, offering her audience both variety and value. Her vibe is friendly and authentic, not corporate or polished. Mahi proves that micro-moments can spark mega engagement.
9
Kritika Relan @meharkritika13
Kritika is the super-mom influencer we didn’t know we needed. Her content effortlessly blends beauty, family, and real-life moments into something warm and relatable. Kritika partners with family-friendly brands like Vigyanveda and The Happy Goli, bringing trust and relatability to every post. She is the super-mom influencer whose content is both heartfelt and impactful. Her feed feels like a cozy hangout with a wise, stylish friend. For parents and lifestyle lovers alike, Kritika is an absolute gem.
Why Are Brands Preferring Collaborations With Nano Influencers?
Given below are a few reasons why brands are inclining more towards nano influencers:
- Nano Influencers Bring Authenticity: They are normal people and act normal, unlike many other macros, or mega influencers. Hence, people can relate to them more and connect with them instantly. Being normal also makes them more approachable than other high-profile influencers.
- Nano Influencers have high engagement rates and also connect with the audience on a deeper note.
- Many Nano influencers believe in a personal endorsement. Hence, they try various products and services, due to which their word-of-mouth recommendations enhance the value proposition of brands.
- Nano Influencers also help to give excellent ROI. Brands are not scared to collaborate with nano influencers since no hefty amounts of collaborations are involved.
Nano Influencers are flexible and are easy to collaborate with. They don’t expect much and also work with utmost efficiency.
Why Is Now The Ideal Time For Your Brand To Collaborate With A Nano Influencer?
- The increase in the number of superiority nano influencers
At first, nano influencers were considered as social media users who were active on social media and catered to the interests of a particular niche. But today, the quality and quantity of nano influencers have substantially grown. Hence, brands can choose from a wide variety of nano influencers.
- Nano influencers are catering to the requirements of less popular industries and niches
While it’s true that there are several influencers from popular niches like lifestyle, fitness, and tech, there are a significant number of influencers for less popular niches like mental health, nutrition, DIY, pets, etc. Nano influencers stay true to their niche. Hence, a lot of brands can collaborate with them for enhanced results.
- Nano influencers are less promotional and more authentic
For nano influencers, their followers are very crucial. Hence, they try their utmost to keep their followers engaged. They create content that engages and educates the audience. Hence, they are less promotional and more authentic. Unlike mega influencers who simply prompt a brand to which the audience may sometimes fail to connect, nano influencers build a more reliable relationship with the audiences.
- Brands can work with new content creators
If your brand has to step up its marketing game, you need fresh ideas and unique content. Influencers who already have a feed that is filled with brand promotions will not bring anything unique to your table. But, nano influencers are still new on the block. Hence, they can give fresh ideas, help you to achieve a different audience base, and also help you in presenting your promotional content uniquely. Collaborations with nano influencers will also give you an extra edge over your competitors who repeatedly collaborate with the same set of influencers.
Conclusion:
Mega influencers and micro-influencers can help brands to reach a wide audience but cannot ensure that all of their followers become potential consumers. With nano influencers, this can be accomplished. People who follow nano influencers are genuinely interested in that specific niche. Hence, brands will not only be able to expand their audience base but can also effectively grow their consumer base. This places nano influencers a class apart.
Confluencr is an award-winning and eminent Instagram influencer marketing agency serving a diverse range of brands and businesses. With a striking 15000+ influencer network, we have designed and implemented 500+ brand campaigns for 200+ leading brands across India. We help brands and businesses by creating and promoting content-driven campaigns– those that amplify brand awareness. We can help you to collaborate with the best nano influencers in India for your next brand campaign. Get in touch with us at [email protected] to learn more.
