How much should I charge for an Instagram brand deal in India?

Standard rates: ₹2,000-₹12,000 at 5K-10K followers, ₹30,000-₹1,00,000 at 50K-100K followers, and ₹3,00,000-₹15,00,000+ at 1M+ followers per Reel. Multiply by niche factor (finance/tech gets 1.3-2x, entertainment gets 0.7-0.9x).

What engagement rate do brands look for?

Most brands require minimum 2% engagement rate. 3-5% is considered strong, and 5%+ is premium. Micro-influencers (10K-50K followers) typically have higher engagement rates (4-8%) than macro-influencers (1%~3%), which is why brands increasingly prefer them.

Should I accept barter deals?

Accept barter deals only if: you genuinely want the product, you're under 10K followers and need portfolio pieces, or the product is high-value (₹5,000+). After 10K followers with decent engagement, you should be charging cash. Barter should be an addition to cash payment, not a replacement.

How many brand deals per month is sustainable?

3-5 brand deals per month is sustainable without sacrificing content quality for most creators. Beyond 5-6, your feed starts looking overly promotional, which hurts engagement. Mix sponsored and organic content at a 1:3 ratio (1 sponsored for every 3 organic posts).

Guide

InstagramBrand DealsRatesIndia

Instagram Brand Deal Rates in India (2026): What to Charge by Follower Count

The most common question Indian Instagram creators ask: how much should I charge for a brand deal? This guide gives you specific rate ranges based on your follower count, niche, and content type so you never undercharge again.

Last updated: February 25, 2026

Step-by-Step Guide

Calculate your base rate

Use the rate tables above. Multiply by your niche multiplier. This is your starting negotiation point — always quote 20-30% above your minimum.

Build your media kit

Create a 3-5 page PDF with: follower count, engagement rate, audience demographics, content examples, past brand collaborations, and your rate card.

Join influencer platforms

Sign up for One Impression, Winkl, and Plixxo. Complete your profile with accurate stats. These platforms connect you with brands looking for creators.

Start direct outreach

Identify 10 brands in your niche weekly. Find their marketing contact on LinkedIn. Send a personalized pitch with your media kit and a specific content idea.

Track and increase rates quarterly

Log every brand deal with rate, deliverables, and results. Raise your rates by 15-25% every quarter as your follower count and engagement grow.

Instagram brand deal rate card by follower count

Standard rates for Indian Instagram creators in 2026:

Static Feed Post:
| Followers | Rate Range (₹) |
|---|---|
| 5K-10K | ₹2,000-₹8,000 |
| 10K-25K | ₹5,000-₹15,000 |
| 25K-50K | ₹10,000-₹30,000 |
| 50K-100K | ₹20,000-₹60,000 |
| 100K-250K | ₹40,000-₹1,25,000 |
| 250K-500K | ₹80,000-₹2,50,000 |
| 500K-1M | ₹1,50,000-₹5,00,000 |
| 1M+ | ₹3,00,000-₹15,00,000+ |

Reel (15-60 seconds):
| Followers | Rate Range (₹) |
|---|---|
| 5K-10K | ₹3,000-₹12,000 |
| 10K-25K | ₹8,000-₹25,000 |
| 25K-50K | ₹15,000-₹50,000 |
| 50K-100K | ₹30,000-₹1,00,000 |
| 100K-250K | ₹60,000-₹2,00,000 |
| 250K-500K | ₹1,25,000-₹4,00,000 |
| 500K-1M | ₹2,50,000-₹8,00,000 |
| 1M+ | ₹5,00,000-₹25,00,000+ |

Reels command 1.5-2x the rate of static posts because they require more production effort and typically get higher reach.

Rates by content type and niche multipliers

Story Set (3-5 Stories):
- Generally 40-60% of a feed post rate
- At 50K followers: ₹8,000-₹25,000
- At 100K followers: ₹15,000-₹50,000

Full Package (Reel + Post + Stories):
- 2-2.5x the Reel-only rate
- At 50K followers: ₹50,000-₹1,50,000
- At 100K followers: ₹1,00,000-₹3,50,000

Niche multipliers (apply to base rates above):

| Niche | Multiplier | Why |
|---|---|---|
| Finance/Investing | 1.5-2x | High-value audience, premium brands |
| Technology | 1.3-1.5x | Tech brands have large budgets |
| Beauty/Fashion | 1.0x (baseline) | High competition, standard rates |
| Food/Cooking | 0.8-1.0x | Many creators, moderate brand budgets |
| Fitness/Health | 1.0-1.3x | Supplement and fitness brand demand |
| Travel | 1.0-1.2x | Tourism and hotel brand budgets |
| Parenting | 1.2-1.5x | High trust, premium baby/kid brands |
| Lifestyle | 0.8-1.0x | Broad audience, standard rates |
| Entertainment/Comedy | 0.7-0.9x | Lower brand deal rates despite high views |

Example: A finance creator with 100K followers charging for a Reel:
- Base rate: ₹60,000-₹2,00,000
- Finance multiplier: 1.5x
- Adjusted rate: ₹90,000-₹3,00,000

How to negotiate higher brand deal rates

Most Indian creators undercharge by 30-50%. Here's how to negotiate better:

1. Know your metrics that matter:
- Engagement rate (3-5% is strong, 5%+ is excellent)
- Reel views per follower (higher ratio = more reach for brands)
- Audience demographics (age 25-45 urban = premium)
- Save rate (high saves indicate purchase intent)

2. Negotiation tactics:
- Always quote 20-30% above your minimum acceptable rate
- If they counter with a lower number, negotiate on deliverables not price
- Offer tiered packages: "I can do a Reel for ₹50K or a Reel + Stories + Post for ₹80K"
- Ask about their budget first: "What's your budget for this campaign?"

3. Increase perceived value:
- Share case studies of previous brand collaborations with results
- Offer content usage rights as a separate line item (+30-50% of base)
- Include analytics reports after the collaboration
- Provide multiple creative concepts for them to choose from

4. When to accept lower rates:
- First collaboration with a dream brand (invest in the relationship)
- Long-term partnership potential (quarterly/annual retainer)
- Significant exposure to your target audience
- The brand offers equity or revenue share

5. When to walk away:
- Rate is more than 50% below your minimum
- Brand demands excessive revisions or control
- Payment terms exceed 60 days
- Brand doesn't align with your audience's interests

Building a sustainable brand deal income

Moving from one-off deals to consistent brand income:

Monthly income targets by stage:
- Stage 1 (1-3 brand deals/month): ₹15,000-₹50,000
- Stage 2 (3-5 brand deals/month): ₹50,000-₹2,00,000
- Stage 3 (5-8 deals + retainers): ₹2,00,000-₹5,00,000+

How to get consistent deals:
1. Join 3-5 influencer platforms (One Impression, Winkl, Plixxo, Eleve Media, BuzzBee)
2. Pitch 10 brands directly every week via email
3. Create content that naturally showcases products (attracts inbound inquiries)
4. Build relationships with brand managers (repeat business = stable income)
5. Ask for referrals from brands you've worked with

Creating inbound demand:
- Tag brands in organic content (not asking for payment — genuine usage)
- Create "brands I love" content series
- Use branded hashtags to appear on brand radars
- Attend brand events and industry meetups

Retainer deals (the holy grail):
- Monthly ongoing partnership with a brand
- Typical retainer: ₹30,000-₹3,00,000/month
- Includes agreed-upon deliverables each month
- Provides stable, predictable income
- How to propose: After 2-3 successful one-off deals, pitch a quarterly retainer at a 10-15% discount vs one-off rates

Pro Tips

Never accept the first offer — brands always have room to negotiate 15-30% higher
Charge separately for content usage rights — if a brand wants to use your content in their ads, that's worth 30-50% extra
Request payment within 30 days — standard in India is 30-45 days, anything beyond 60 is a red flag
Engagement rate above 3% justifies premium pricing even at lower follower counts
Create a rate card PDF but don't send it immediately — first understand the brand's needs and budget, then customize your proposal