Bollywood superstar Shah Rukh Khan has reclaimed the title of India’s most valuable celebrity brand, with a valuation of $177.9 million in the Kroll Celebrity Brand Valuation 2025 report. The 11th edition of the annual study, released by the US-based financial and risk advisory firm Kroll, dethroned cricketer Virat Kohli, who had held the top spot for two consecutive years. The combined brand value of India’s top 25 celebrities stood at $2 billion in 2025, a decline of 3.7 per cent from the previous year.
What Is the Kroll Celebrity Brand Valuation Report?
The Kroll Celebrity Brand Valuation Report is an annual study that ranks India’s most valuable celebrity brands based on their endorsement portfolios and their presence on social media. The valuation takes into account the number of brands a celebrity endorses, the typical fee they charge per endorsement, and the strength of their online influence. The result is a dollar figure that represents how much commercial value a celebrity’s name carries.
The report is produced by Kroll, one of the world’s leading independent providers of financial and risk advisory services. The firm was originally established in 1932 as Duff and Phelps, a valuation and corporate finance advisor, and was renamed Kroll in 2021. It is headquartered in New York City and employs more than 6,500 professionals across the globe. Kroll’s valuation practice is best known for assessing intangible assets such as brands, trademarks, and celebrity endorsements.
The study has been published regularly since its early editions in the previous decade. Earlier editions were titled with thematic names, including “Brands, Business, Bollywood”, and were released under the Duff and Phelps banner before the firm took on the Kroll name. Over the years, the study has grown from ranking the top 15 or 20 celebrities to covering the top 25 names in India.
The Top 10 Celebrities of 2025
Shah Rukh Khan heads the 2025 rankings with a brand value of $177.9 million, moving up from third place in 2024. Actor Ranveer Singh retained the second position with $162.9 million, while former Indian cricket captain Virat Kohli slipped to third with $158.4 million. Legendary cricketers Sachin Tendulkar and MS Dhoni completed the top five with brand values of $125.9 million and $115.3 million respectively.
Actress Alia Bhatt secured the sixth position with a brand value of $93.9 million, making her the highest-ranked female celebrity in the country. Deepika Padukone followed in seventh place with $89.2 million, ahead of actor Hrithik Roshan ($88.9 million) and veteran superstar Amitabh Bachchan ($80.8 million). Akshay Kumar and Ranbir Kapoor shared the tenth spot, with both valued at $80 million.
| Rank | Celebrity | Brand Value (USD million) |
|---|---|---|
| 1 | Shah Rukh Khan | 177.9 |
| 2 | Ranveer Singh | 162.9 |
| 3 | Virat Kohli | 158.4 |
| 4 | Sachin Tendulkar | 125.9 |
| 5 | MS Dhoni | 115.3 |
| 6 | Alia Bhatt | 93.9 |
| 7 | Deepika Padukone | 89.2 |
| 8 | Hrithik Roshan | 88.9 |
| 9 | Amitabh Bachchan | 80.8 |
| 10 | Akshay Kumar and Ranbir Kapoor | 80.0 each |
The rankings also recorded strong upward movement among younger stars. Ananya Panday climbed to the 19th spot, Samantha Ruth Prabhu reached 21st, Janhvi Kapoor secured 23rd, and Shraddha Kapoor moved to 24th place.
Why Shah Rukh Khan Climbed to the Top
Shah Rukh Khan’s rise to the top is remarkable because it came without a new film release in 2025. His brand value jumped by nearly 22 per cent from $145.7 million in 2024. The report credits his sustained commercial momentum, built on the record-breaking success of his 2023 blockbusters Pathaan and Jawan, which both crossed the ₹1,000 crore mark at the worldwide box office. His number of brand associations rose from 28 in 2024 to 36 in 2025, even as his estimated fee per endorsement stayed steady at around ₹10 crore.
The report’s managing director of valuation advisory services noted that celebrity brand value is now shaped by a mix of traditional endorsement strength, digital relevance, social media engagement, and emerging AI-led opportunities. For Shah Rukh Khan, digital endorsements accounted for roughly 65.7 per cent of his portfolio in 2025, a sign of how much weight online partnerships now carry.
Why Virat Kohli Dropped
Virat Kohli had topped the list for two straight years, with a brand value of $231.1 million in 2024. His decline to $158.4 million in 2025 was attributed mainly to reduced media visibility and fewer endorsement arrangements rather than any loss of public trust. Kohli retired from T20 international cricket in 2024 and from Test cricket in 2025, which cut the number of international appearances around which brands build their campaigns.
The Shift Towards Digital Endorsements
A key finding of the 2025 report is the growing dominance of digital endorsements. Digital partnerships, which earlier accounted for roughly 40 to 60 per cent of celebrity endorsement portfolios, now contribute approximately 60 to 75 per cent of total brand associations for several leading celebrities. For Ranveer Singh, digital endorsements made up nearly 66.1 per cent of his portfolio, while Alia Bhatt’s digital share was even higher at 76.1 per cent.
The report highlights that brands are increasingly using digital platforms to extend their audience reach, personalise their messaging, and improve campaign effectiveness. At the same time, the volume of celebrity-endorsed ads on television has softened, with brands recalibrating between star power and influencer-driven campaigns. This shift is changing not only where endorsements appear, but also how a celebrity’s commercial influence is measured.
India’s Celebrity Economy in Perspective
India’s celebrity endorsement industry is a multi-billion dollar market, supported by a rising middle class, a booming media landscape, and the huge reach of film and cricket stars. The celebrity economy has expanded even as the structure of endorsements changes, with sports personalities and digital-first creators gaining ground alongside Bollywood names. The Kroll study remains a widely followed measure of how much star power is worth in commercial terms, and its annual rankings are closely watched by advertisers, agencies, and the entertainment industry.
About the Top Celebrities
Shah Rukh Khan, widely known as the “King of Bollywood”, has appeared in more than 90 films over a career spanning over three decades. He has won a National Film Award and multiple Filmfare Awards, and was awarded the Padma Shri in 2005. His two films in 2023, Pathaan and Jawan, both grossed over ₹1,000 crore worldwide, making him the first Indian actor to deliver two films that crossed that mark.
Alia Bhatt, ranked sixth overall, has emerged as the most valued female celebrity in India. She has been a consistent presence in the top rankings of the Kroll study, having been ranked among the highest-valued female celebrities since the 2024 edition, when she finished fourth overall with a brand value of $116.4 million.
Key Takeaways
- Shah Rukh Khan was named India’s most valuable celebrity brand with a valuation of $177.9 million in the Kroll Celebrity Brand Valuation 2025 report, replacing Virat Kohli at the top.
- The 11th edition of the report, released by the US-based firm Kroll, ranks celebrities based on their endorsement portfolios and social media presence.
- The combined brand value of India’s top 25 celebrities stood at $2 billion in 2025, a decline of 3.7 per cent from 2024.
- Ranveer Singh ($162.9 million) and Virat Kohli ($158.4 million) finished second and third, while Sachin Tendulkar and MS Dhoni completed the top five.
- Alia Bhatt, ranked sixth with a brand value of $93.9 million, emerged as the most valued female celebrity in India.
- Kroll, formerly known as Duff and Phelps, was established in 1932 and is headquartered in New York City.
