Narratif has officially launched in India, positioning itself as the country’s first influencer strategy consultancy and enterprise creator intelligence platform. Co-founded by Rushabh Deena Shah and Sarvesh Singh, the company is entering a market where influencer marketing has scaled rapidly, but systems governing strategy, consistency and accountability have lagged behind.
From a marketing and agency perspective, Narratif is making a clear distinction between execution-led influencer agencies and a strategic backbone model. The company aims to move brands away from fragmented, campaign-by-campaign creator activity towards long-term, narrative-led creator ecosystems anchored in strategy, data and foresight.
The founding team said, “Influencer marketing has grown faster than the systems managing it. Brands today spend heavily on creators but lack governance, consistency, and long-term strategic control. Narratif exists to change that, by helping brands own their narrative.”
The launch addresses a core issue in India’s influencer economy. Despite strong spend growth, brands often rotate creators frequently, rely on multiple agencies, and struggle to link influencer activity to tangible business outcomes. This results in inconsistent creative output, fragmented performance insights, short-lived creator relationships and an overdependence on external partners for decision-making.
Narratif positions itself as a solution to these challenges by acting as a strategic and technological layer rather than a traditional influencer agency. Its operating framework is built around a proprietary triple-engine model that combines influencer strategy, creative intelligence and enterprise governance into a single system. This model is designed to help brands transition from ad-hoc influencer activity to predictable, scalable and governed influence programmes.
The company’s offering is aimed squarely at large, influencer-heavy organisations across categories such as FMCG, beauty, D2C, retail, e-commerce, fintech, electronics, OTT and travel. These sectors often operate across multiple markets and agencies, making governance and consistency critical marketing concerns.
Narratif’s positioning reflects a broader shift in how CMOs are evaluating influencer marketing. As budgets increase, marketers are demanding transparency, long-term value and clearer links to brand and business outcomes, rather than isolated spikes in reach or engagement.
The founders argue that while global platforms such as CreatorIQ and Upfluence have demonstrated the importance of enterprise creator governance, India has lacked a solution tailored to its scale, diversity and creator dynamics. Narratif is aiming to fill this gap with an India-first approach that it believes can also travel to global markets.
“We are not building another influencer agency,” the team added. “We are building the systems, intelligence, and strategic thinking that will define the next decade of influence in India and beyond.”
Looking ahead, Narratif plans to partner with leading consumer brands in India and collaborate with a network of execution agencies, rather than competing with them. The company also has plans for regional expansion across the Middle East and Southeast Asia, aligning with the growing global relevance of Indian creator ecosystems.