When Shah Rukh Khan rises, the industry takes notice, and Kroll India’s Celebrity Brand Valuation 2025 rankings have now put that dominance into hard numbers. The superstar has claimed the No. 1 spot with an estimated brand value of USD 177.9 million, climbing from second place last year and once again proving that his appeal extends far beyond the big screen.
The latest rankings also show just how concentrated India’s celebrity endorsement economy has become. The combined brand value of the country’s top 25 celebrity brands stood at USD 2 billion in 2025, even as the overall tally slipped 3.7 percent from the previous year. Ranveer Singh held on to second place with USD 162.9 million, while Virat Kohli dropped to third with USD 158.4 million.
India’S Usd 2 Billion Celebrity Brand Race Reflects A Digital Shift
The 2025 list reflects a mix of star power, consistency and digital relevance. Sachin Tendulkar climbed to fourth with a brand value of USD 125.9 million, followed by Mahendra Singh Dhoni at fifth with USD 115.3 million. Alia Bhatt ranked sixth, while Deepika Padukone, Hrithik Roshan, Amitabh Bachchan and Akshay Kumar rounded out the top 10, with Ranbir Kapoor sharing the tenth spot.
Kroll also flagged sharp movement further down the rankings. Ananya Panday rose to 19th, Samantha Ruth Prabhu to 21st, Janhvi Kapoor to 23rd and Shraddha Kapoor to 24th, signalling how younger stars are steadily gaining ground in the endorsement race even as legacy names continue to dominate the very top.
Explaining what is driving the shift, Umakanta Panigrahi, managing director, valuation advisory services, Kroll, said, “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. As these drivers of influence become more diverse, measuring celebrity brand value requires increasingly sophisticated approaches that capture both commercial impact and digital relevance.”
The study also notes that digital now commands a much bigger share of celebrity partnerships. Earlier, digital endorsements accounted for 40 to 60 percent of endorsement portfolios, but in 2025 they represented 60 to 75 percent of brand associations for several leading celebrities. Vinit Karnik, business head, GroupM ESP, said, “legacy celebrities continue to hold strong brand equity, while emerging talent and digital-first personalities are gaining traction as brands focus on relatability, cultural relevance and audience engagement.” He added that cricket personalities are expected to remain dominant in the endorsement space, supported by their reach and recall among Indian audiences.
Against that wider shift, Shah Rukh Khan’s return to the top feels especially telling. His brand strength is not operating in isolation, it is moving in step with a career phase that has restored his standing at the very centre of the entertainment business.
Shah Rukh Khan’S Box Office Resurgence Powers His Brand Supremacy
For Shah Rukh Khan, the latest brand ranking arrives after a run that dramatically reset his commercial trajectory. In 2023, he led Pathaan, directed by Siddharth Anand and co-starring Deepika Padukone and John Abraham, followed by Atlee’s Jawan with Nayanthara and Vijay Sethupathi, and Rajkumar Hirani’s Dunki opposite Taapsee Pannu. All three films released in 2023, with Pathaan and Jawan emerging as major commercial successes, while Dunki also posted a successful theatrical run.
His next confirmed big-screen release is King, backed by Red Chillies Entertainment and Marflix Pictures, which is scheduled to arrive in cinemas on December 24, 2026. The film is directed by Siddharth Anand and marks another closely watched chapter in Shah Rukh Khan’s post-2023 run.
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