Highlights:
Shah Rukh Khan has been named India’s most valuable celebrity brand, topping Kroll’s India Celebrity Brand Valuation 2025 rankings with an estimated brand value of $177.9 million. The Bollywood superstar climbed from third place last year to the top spot, reaffirming his enduring commercial appeal despite not appearing in a film since Dunki (2023).
The report, released on August 5, estimates the combined brand value of India’s top 25 celebrities at nearly $2 billion, highlighting the growing commercial influence of the country’s biggest movie stars and sports icons. The rankings are based on a celebrity’s endorsement portfolio, social media presence, and overall brand equity.
Shah Rukh Khan’s rise to the top reflects the strength of his long-term brand rather than recent box office success. Despite taking a break from the big screen after Dunki, he has maintained a robust portfolio of endorsements, sustained a strong digital presence, and continued to enjoy exceptional consumer trust across generations. According to Kroll, brands are increasingly prioritizing authenticity, digital engagement, and a controversy-free public image over short-term commercial success, helping Khan emerge as India’s most valuable celebrity brand.
Ranveer Singh retained the second spot with a brand value of $162.9 million, while cricketer Virat Kohli slipped from first to third with $158.4 million. Cricket legends Sachin Tendulkar and Mahendra Singh Dhoni completed the top five with brand values of $125.9 million and $115.3 million, respectively. Tendulkar climbed from fifth to fourth, while Dhoni strengthened his position after significantly expanding his endorsement portfolio. Hrithik Roshan also moved up one place to eighth with a brand value of $88.9 million.
The report suggests that India’s celebrity endorsement landscape is evolving rapidly. Companies are increasingly looking beyond traditional stardom, rewarding celebrities who consistently connect with audiences across digital platforms and build long-term partnerships with brands. Digital campaigns have become a major driver of celebrity value, with online endorsements now accounting for approximately 60% to 75% of total brand associations for several leading celebrities.
Younger stars also recorded notable gains in this year’s rankings. Ananya Panday climbed to 19th from 25th in the previous report, while Samantha Ruth Prabhu rose to 21st from 28th. Janhvi Kapoor secured the 23rd position, and Shraddha Kapoor ranked 24th, reflecting the growing importance of digital engagement and sustained audience appeal. Industry reports also indicate that Alia Bhatt moved ahead of Deepika Padukone in this year’s rankings.
Speaking about the findings, Umakanta Panigrahi, Managing Director, Valuation Advisory Services at Kroll, said the study reflects the changing dynamics of celebrity branding.
“The emphasis that celebrities place on their digital image and the work they put in maintaining a footprint across digital platforms continues to remain a key differentiator for brands,” Panigrahi said.
He added that the 2025 rankings demonstrate how celebrity brand value is increasingly being shaped by a combination of traditional endorsement strength, digital relevance, social media engagement, and emerging AI-led opportunities. Digital-first engagement, entrepreneurial ventures, and new monetization models are expected to play an even greater role in defining the next generation of celebrity brands.
With a powerful endorsement portfolio, enduring public trust, and sustained digital influence, Shah Rukh Khan’s return to the top of Kroll’s rankings underscores how long-term brand equity has become the defining factor in India’s celebrity endorsement market.
