According to Kroll, Virat Kohli is still India’s most valuable celebrity brand, worth $231.1 million in 2024.
He was number one in 2023 with a brand value of $227.9 million and previously in 2020, 2021 and 2017-2020 with $237.7 million.
The top three remained the same in 2024. Ranveer Singh is next at $170.7 million, followed by Shah Rukh Khan at $145.7 million. The total brand value of the top 25 Indian celebrities was $2 billion in 2024, up 9% from 2023.
Umakanta Panigrahi, at Kroll, said Kohli is the only celebrity to have held the number one spot compared to other big names in India.
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Panigrahi said Kohli is not just a sports legend, he’s also a smart businessman and a big brand. He has his own clothing lines and invests in start-ups. Kohli has 387 million social media followers, Salman Khan has 166 million.
Though Kohli’s brand value went up, Panigrahi pointed out that his endorsement fee remained the same in 2024, around ₹10-11 crore.
Ranveer Singh’s brand value dropped 16% from 2023. Panigrahi said Singh endorsed 50 brands in 2023 but that number dropped 10% in 2024. His endorsement fee also decreased 6% to ₹7.5 crore as he had only one film in 2024.
Like Kohli, Shah Rukh Khan’s endorsement fee didn’t change in 2024 but his brand value increased 21%.
Alia Bhatt is fourth with a brand value of $116.4 million.
Sachin Tendulkar jumped to fifth place in 2024 with a brand value of $112.2 million as he has got more endorsements.
Panigrahi said Tendulkar’s social media followers grew 5% in 2024 which shows he’s still popular even after being retired for almost 11 years.
The future looks like a mix of movies and digital presence for celebrity brand value.Panigrahi says we might see some OTT stars in top 25 in next few years.
Other big movers are Kriti Sanon at 19, Tamannaah Bhatia at 21, Jasprit Bumrah at 22 and Ananya Panday at 25.
