Why we exist
India has over 100 million creators but the business logic behind that number, how deals get priced, where capital is flowing, which platforms are gaining or losing ground, lives almost entirely in a black box.
Most coverage focuses on the culture: who went viral, what's trending, which creator landed a brand deal. The numbers behind those deals, the unit economics of a creator business, the investment thesis attracting serious money into this space, none of that gets written about with any real rigour.
That's what we're building.
Why the name "The Creator Index"?
Two reasons.
An index is a record. In a market with millions of participants, someone has to map who the real players are, what's moving, and why. We want to be that source of record for India's creator economy.
An index is also a benchmark. A financial index measures the direction of a market, not any one company's performance, but the aggregate signal. That's how we think about our journalism. Individual stories are data points. The publication, over time, is the measure.
Our editorial promise
We're independent. Advertisers have no say in what we cover or how. Everything here is originally reported. When a story is critical of someone, they get a right of reply before we publish.
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