Guide
Brand DealsRate CardIndiaPricingBrand Deal Rate Card Guide for Indian Creators (2026): Set Your Pricing
Your rate card is the foundation of your brand deal income. Charge too little and you leave money on the table. Charge too much and brands walk away. This guide helps you set the perfect pricing for the Indian market.
Last updated: February 25, 2026
Step-by-Step Guide
Calculate your base rates
Use the pricing formulas above. Start with the CPE method for accuracy, cross-check with the follower-based method. This gives you a data-backed starting point.
Apply niche and engagement adjustments
Multiply your base rate by niche factor (1.5x for finance, 0.8x for entertainment) and engagement adjustment. This customizes rates to your specific value.
Create your rate card document
Use Canva to create a professional 3-5 page media kit with your rates, metrics, past work, and contact info. Update it quarterly.
Test your pricing with 5 brands
Pitch 5 brands at your new rates. If 0 accept, rates may be too high. If all 5 accept immediately, you're probably too low. Aim for 40-60% acceptance.
Raise rates every quarter
As your audience grows and portfolio expands, increase rates by 15-25% quarterly. Track acceptance rates — if you maintain 40-60%, your pricing is right.
Brand deal rate card template for Indian creators
A standard rate card should include these line items:
For a 50K-follower Instagram creator:
| Deliverable | Rate (₹) |
|---|---|
| Instagram Reel (15-60 sec) | ₹15,000-₹50,000 |
| Instagram Feed Post | ₹10,000-₹30,000 |
| Instagram Story Set (3-5) | ₹5,000-₹15,000 |
| YouTube Integration (60 sec) | ₹15,000-₹40,000 |
| YouTube Dedicated Video | ₹25,000-₹75,000 |
| YouTube Short | ₹8,000-₹25,000 |
| Bundle: Reel + Stories | ₹18,000-₹55,000 |
| Bundle: Full Package | ₹30,000-₹80,000 |
| Content Usage Rights (per month) | +30-50% of base |
| Exclusivity (per month) | +50-100% of base |
| Rush Delivery (<48 hrs) | +25% of base |
How to scale rates by follower count:
- 10K followers: Use 35-40% of the rates above
- 25K followers: Use 65-75% of the rates above
- 50K followers: Use the rates as shown
- 100K followers: Use 2-2.5x the rates above
- 250K+ followers: Use 4-6x the rates above
Pricing formulas for Indian creators
Formula 1: Cost Per Engagement (CPE)
- Rate = Avg Engagement × ₹2-₹10
- Example: 2,000 avg engagement × ₹5 = ₹10,000 per post
- Works best for micro-influencers
Formula 2: Cost Per 1,000 Followers (CPM-follower)
- Rate = (Followers ÷ 1,000) × ₹100-₹500
- Example: 50,000 ÷ 1,000 × ₹300 = ₹15,000 per post
- Quick estimation method
Formula 3: Industry Standard Percentage
- YouTube dedicated video = 3-5% of subscriber count in rupees
- Instagram Reel = 1.5-3% of follower count in rupees
- Example: 100K followers × 2% = ₹2,000 → ₹2,00,000 per Reel (use sensible ranges)
Niche adjustments:
- Finance/Tech: Multiply by 1.5-2x
- Beauty/Fashion: Standard rates (1x)
- Food/Lifestyle: Multiply by 0.8-1x
- Entertainment/Comedy: Multiply by 0.7-0.9x
Engagement rate adjustment:
- Below 2%: Reduce rates by 20-30%
- 2-4%: Standard rates
- 4-6%: Premium by 15-25%
- 6%+: Premium by 25-50%
How to present your rate card professionally
Rate card format (what to include):
1. Cover page: Your name/brand, niche, one-line description
2. About section: Brief bio, content style, audience description
3. Key metrics: Followers, engagement rate, avg reach, demographics
4. Rate card: Clearly listed deliverables with price ranges
5. Past work: 3-5 best brand collaboration examples with results
6. Contact: Email, phone, social links
Design tips:
- Use Canva (free templates available for media kits)
- Keep it to 3-5 pages maximum
- Use your brand colors and aesthetic
- Include real screenshots of analytics
- Update quarterly with fresh data
When to send your rate card:
- After initial conversation with the brand (not as first message)
- In response to "what are your rates?"
- Alongside a specific content proposal
- As part of your pitch to new brands
When NOT to send it:
- As a cold first DM (pitch the idea first)
- To brands who haven't expressed interest
- Publicly on your social media (makes negotiation harder)
Negotiation strategies for Indian brand deals
Golden rules:
1. Always quote 25-30% above your minimum — gives room to negotiate
2. Never accept the first offer — brands expect negotiation
3. Negotiate deliverables, not just price — if budget is fixed, reduce scope
4. Get everything in writing — even a simple email confirmation counts
Common brand negotiation tactics and how to respond:
| Brand Says | Your Response |
|---|---|
| "Our budget is only ₹5,000" | "For that budget, I can offer a Story mention. A full Reel starts at ₹15,000." |
| "We'll pay with free products" | "I do accept products, but for a Reel I need a base fee of ₹X plus product." |
| "Other creators charge less" | "My engagement rate is X%, which delivers better ROI. Shall I share case studies?" |
| "Can you do it for exposure?" | "I'd love to collaborate. My base rate is ₹X, but I'm flexible on a multi-post package." |
| "We need it by tomorrow" | "Rush delivery is available at +25%. Standard timeline is 5-7 days." |
Payment terms to establish:
- 50% upfront, 50% on delivery (ideal)
- Net 30 days maximum for full payment
- Late payment penalty: 2% per week
- Revisions: 2 rounds included, additional at ₹X each
Pro Tips
- Always quote 25-30% above your minimum — brands expect to negotiate down
- Engagement rate justifies premium pricing more than follower count — highlight it prominently
- Charge separately for content usage rights — brands using your content in paid ads should pay 30-50% extra
- Never send your rate card as the first message — build rapport and understand the brand's needs first
- Track your acceptance rate — if more than 80% of brands accept your rates without negotiation, you're undercharging