How much to charge for a brand collab in IndiaPrice the trust, not the follower count.

Written by Madhur Tyagi, founder of The Human Algorithm. 8+ years, 25+ brands, since 2017.

Meera makes home cooking reels from her kitchen in Lucknow. Her follower count is modest, but her reels travel far, and her comments are full of one question: “Which ghee is this?”

So when a ghee brand wrote, “Love your content! What’s your rate?”, she panicked. She searched for a rate table, found the row for her follower count and sent that number. Yes in four minutes.

Two months later her cousin sent her a screenshot. Meera’s reel was running as an ad, to people who had never followed her. Nobody had talked about ads. Nobody had talked about how long.

The table had priced her followers. The brand had bought her trust, and her face for as long as it liked.

Meera is a composite, drawn from many creators we talk to. The numbers in this guide are her made up example, not market rates.

Why do follower tables underpay good creators?

A follower count says how many people once tapped “follow”. It does not say how many watch today, or how many buy when you recommend something.

Picture itCounting followers is like counting chairs in a restaurant. The owner cares how many plates go out of the kitchen.

Two creators with the same follower count can bring a brand very different results. One has views falling and comments that say “nice”. The other has people asking where to buy. A table gives them the same price. That is fair to neither.

Brands know this. They look at your views, your saves and your comments before they decide. So price on the same things they judge you on.

The RATE Stack

A rate you can defend is a rate made of parts. When a brand pushes back, you can point to a line, not argue about a total.

Why median views and not average? One viral reel can pull an average way up. The median is the middle reel of your last ten, the one a brand can expect.

Picture itYour median reel is your usual day at the shop. Your viral reel is Diwali. Price the usual day and let Diwali be a bonus.

Build your rate card

Every number here is yours to set. We filled in Meera’s made up example so you can see how it works. Change each one to your own.

Interactive · calculator

Your collab rate, line by line

Nothing you type leaves this page.

Median views on your last 10 reels Sort your last 10 reels by views and take the middle one.

Your price per 1,000 views, in ₹ Your own number. ₹200 is Meera’s example, not a market rate.

Audience trust premium: 20% 0% if your comments are mostly emojis. Go higher when people save, share and ask where to buy.

Deliverables

Reels Stories

Paid ad usage Months the brand can run your content as an ad.

None1 month3 months6 months

Exclusivity Months you agree not to work with rival brands.

None1 month3 months

Rush: delivery in under 72 hours

Your rules (Meera’s are filled in)

Story as % of a reel Each ad month as % of content fee Each exclusive month as % Rush fee % Your floor as % of the ask

Do you sell your own product, course or service?

YesNot yet

Brand DMs you get in a month

0 or 12 to 56 or more

The percentages under “Your rules” are Meera’s choices for this example. There is no official rate card in India, and anyone who quotes a fixed percentage as the market rate is guessing. Write your own rules once, then keep them the same for every brand. That is what makes a rate defendable.

How much extra for usage rights, ads and exclusivity?

A post on your page and an ad on a brand’s account are two different products. On your page, your followers chose to see you. In an ad, the brand pays to put your face in front of strangers, for as long as you allow.

Picture itUsage rights are rent. A post on your page is a one night stay. Three months of ads is a lease. Nobody charges the same for both.

So price paid ad usage as its own line, by month, and name the platforms. Price exclusivity the same way. Saying no to every other ghee brand for three months is income you give up, and the brand should pay for that empty chair.

Put it in writing before you shoot: what you will deliver, for how long the brand may use it, whether paid ads are included, on which platforms, and the fee for extra months. We go deeper in creator usage rights in India.

Barter, disclosure and getting paid

Barter. A free product is still payment. If you would not buy it, it does not pay your rent. Take barter for brands you love when you are starting out, and keep it on paper like a paid deal. Products have tax rules too, so ask a CA once you get regular barter.

Disclosure. ASCI’s guidelines ask creators to label every promotional post, whether you were paid in money or not. Use a clear label at the start of the caption or on the video. Brands that respect you will not ask you to hide it.

Getting paid. Ask for an advance before you shoot, often half, and put a due date on your invoice. If you register as a micro enterprise on Udyam, the law gives you a 45 day limit on brand payments. Read the 45 day rule for Indian creators before your next invoice.

Picture itAn advance is like the token amount on a flat. It shows both sides are serious before anyone moves in.

What should you reply when a brand asks “what’s your rate?”

Do not send a number in the opening reply. A number without a brief is a guess, and a guess is usually low.

1. Thank them and ask for the brief.Deliverables, dates, usage, ads and exclusivity.
2. Send a range with lines.Content, usage, exclusivity, each with its own price. A total alone invites a cut.
3. Hold the floor, trade the scope.If the budget is lower, offer fewer deliverables or shorter usage. Do not drop the price for the same work.
4. Follow up once.Brands go quiet while budgets get approved. One kind nudge after 4 days is fine.

A brand DM is also a sales lead for you. If you sell your own course or product, those DMs need the same care. Our guide on who should answer a creator’s DMs covers that, and own your audience shows how to turn followers into a list you keep.

Replies you can copy

Change the words in [brackets]. Keep it warm and short.

1 · When a brand asks “what’s your rate?”

Hi [name], thank you for reaching out. I really like what [brand] is doing with [one real thing]. To share the right quote, could you send the brief? Deliverables, dates, and whether you plan to use the content in paid ads, and for how long.

Copy

2 · Sending your rate card

Thank you for the brief, [name]. Here is my quote: Content ([deliverables]): ₹[amount] Paid ad usage, [months] months on [platforms]: ₹[amount] Exclusivity, [months] months: ₹[amount] Total: ₹[amount]. 50% advance, balance within [days] days of approval. Happy to adjust the scope to fit your budget.

Copy

3 · When the budget is lower

I understand, [name]. To fit ₹[their budget], I can do [smaller scope, for example 1 reel and no stories] with [shorter usage]. The price for the full scope stays the same, but I am happy to start smaller and grow from there.

Copy

4 · When they offer barter

Thank you, [name], I love [product]. For collabs paid in product, I share it in [stories / one story], when it fits my audience. For a reel with usage, my rate card applies. Would either work for you?

Copy

5 · When they ask to run it as an ad

Happy for you to run it as an ad. Paid usage is a separate line: ₹[amount] per month on [platforms]. Let me know how many months and I will add it to the agreement.

Copy

6 · When they ask for exclusivity

I can keep [category] exclusive for [months] months. That means saying no to other [category] brands, so it is priced at ₹[amount] per month. Should I add it?

Copy

7 · Payment terms line

50% advance before the shoot, balance within [days] days of content approval. My Udyam number is on the invoice.

Copy

8 · Follow up when the brand goes quiet

Hi [name], just checking if the quote reached the right person. Happy to adjust the scope if it helps. Hope the campaign planning is going well.

Copy

More creator scripts, from DM replies to selling your own offer, are free in the Script Vault for creators.

Questions people ask

How much should I charge for a brand collab in India?

There is no official rate. Build it from your median views on your last 10 reels times your own price per 1,000 views, add a trust premium you can prove, then price paid ad usage, exclusivity and extra deliverables as separate lines. Keep a floor you will not go below.

How much do Instagram creators charge per post in India?

It varies a lot by niche, views and terms, and no official table exists. Follower based tables show averages, not what your audience is worth. Use your own views and proof of trust, and quote a range with clear lines.

Should I charge by followers or by views?

By views and trust. Followers show how many people once tapped follow. Median views show who watches today, and saves, shares and buying questions show who acts.

How much extra should I charge for usage rights or ads?

Price paid ad usage as its own line, by month and by platform, and price exclusivity the same way. The amount is yours to set, but never include ads or exclusivity inside the post fee for free.

Should I accept barter collabs?

Sometimes. Barter can help when you are starting out with brands you truly like. Keep it on paper, limit what you give for a product, and remember that products can have tax rules, so check with a CA once barter becomes regular.

Do I have to add “ad” or “collab” on sponsored posts in India?

Yes. ASCI’s guidelines ask creators to label every promotional post, whether you were paid in money or in products. Use a clear label people can see without tapping “more”.

What do I reply when a brand asks “what’s your rate?”

Thank them, ask for the brief (deliverables, dates, usage, ads and exclusivity), then send a range with separate lines for content, usage and exclusivity. If their budget is lower, cut the scope, not the price.

FreeCreator Leak CheckTwo minutes. See where your DMs, brand deals and own offer lose money, with a script to fix the biggest leak.For creators with a productThe AuditA person walks your page, DMs and checkout, and gives you the fixes in plain words.

Your followers are a number. Your trust is the product. Price the product.

Found this useful? Save the card or send it to one person who needs it

WhatsAppLinkedInCopy linkSave the card

Sources and notes: ASCI, influencer advertising guidelines and disclosure (read 2 Nov 2026). The 45 day payment limit is from the MSMED Act, Sections 15 and 16, explained with sources in our late payment guide. Meera’s numbers and rules in the calculator are a made up example, not market rates. This is general guidance, not tax or legal advice. Madhur Tyagi is the founder of The Human Algorithm., a growth and automation practice in New Delhi that helps Indian founders, coaches and creators reply faster, follow up kindly and earn trust in their DMs and WhatsApp. 8+ years, 25+ brands, since 2017.