Shah Rukh Khan Claims Top Spot as India’s Most Valuable Celebrity in 2025

Bollywood icon Shah Rukh Khan has claimed the number one position as India’s most powerful celebrity brand in 2025, reaching a valuation of $177.9 million. The actor reportedly surged two spots from his 2024 ranking following a 22% jump in brand value, propelled by the massive box-office revival of his films and a major expansion of his endorsement portfolio.

Shah Rukh Khan has emerged at the top with an estimated brand value of $177.9 million (₹1693 crore), overtaking Virat Kohli. Ranveer Singh ($162.9 million or ₹1550 crore) retained second place, while Kohli ($158.4 million or ₹1507 crore) slipped to third.

The rankings, released by Kroll, highlight the growing influence of digital endorsements and social media in shaping celebrity brand value.

According to Kroll India’s Celebrity Brand Valuation 2025 report, Khan’s reportedly normalized brand associations grew from 28 to 36 over the past year, while his baseline endorsement fee held firm at approximately ₹10 crore. 

Actor Ranveer Singh retained the second position with a brand value of $162.9 million. Despite seeing his per-deal fee rise from ₹7.5 crore to ₹8 crore off the back of Dhurandhar, Singh’s overall valuation was moderated by a contraction in his active brand portfolio from 45 to 38. Star cricketer Virat Kohli, who previously held the top spot, slipped to third place with a valuation of $158.4 million.

Digital Pivot Redefining Star Equity

The landscape of celebrity endorsements in India is undergoing a structural shift toward digital-first engagement. The report highlights that digital platforms, which historically accounted for 40% to 60% of endorsement portfolios, now make up 60% to 75% for leading stars.

• Macro Valuation Dip: The collective brand value of India's top 25 celebrities stands at $2.0 billion in 2025, marking a 3.7% decline from the previous year.
• Digital Dominance: Endorsements on digital channels are rapidly replacing traditional single-medium campaigns to boost personalization and audience reach.
• Emerging Monetization: Beyond classic pitchman roles, AI-led opportunities and entrepreneurial ventures are taking on a larger role in determining celebrity market cap.
• Market Dynamics: Despite short-term fluctuations, sports figures led by cricket icons continue to anchor high-recall endorsement portfolios alongside Bollywood A-listers.
• Notable Gainers: Actor Samantha Ruth Prabhu climbed from 28th to 25th with a 30% jump in brand value, while Ananya Panday surged to 19th and Indian cricket captain Rohit Sharma reached 14th.

Diversifying Drivers of Celebrity Influence

"The 2025 rankings reflect how celebrity brand value is being shaped by a combination of traditional endorsement strength, digital relevance, social media engagement, and emerging AI-led opportunities," reportedly said Umakanta Panigrahi, Managing Director of Valuation Advisory Services at Kroll. He noted that as influence channels diversify, evaluating commercial impact requires increasingly sophisticated analytical frameworks.

Echoing these shifts, Vinit Karnik, business head at GroupM ESP, highlighted that celebrities are increasingly transitioning into brand owners and co-creators. He expects cricket stars and cinematic icons to maintain their hold over brand spend, backed by high consumer recall and regional reach across multi-screen campaigns.