New Delhi [India], June 14: When GroomYourGram began its journey five years ago in a modest room in Lokhandwala, Andheri West, influencer marketing in India was still a side hustle—an industry misunderstood, unstructured, and seen more as a PR gamble than a viable brand strategy. But the team behind GroomYourGram saw the future differently.
They believed influencer marketing wasn’t just about pretty aesthetics or viral dances—it was the beginning of a powerful, decentralized communication era. That clarity became their compass.
Today, GroomYourGram is one of the country’s most respected influencer marketing agencies, managing over 10,000 active influencer collaborations every month, powered by a curated community of 400,000+ creators across platforms like Instagram, YouTube, LinkedIn, and regional social apps. With more than 1,000 campaigns executed for 300+ brands, this once-lean startup has grown into a thriving business, entirely bootstrapped, and profitable since day one.
At its core, GroomYourGram was built to bring structure, creativity, and scale to the chaotic world of creator-led marketing. Their Lokhandwala office, now home to a 32-member team, buzzes with campaign strategists, data analysts, influencer leads, and creative managers who treat each campaign like a tailored blueprint.
The agency’s impact spans across industries:
- Beauty & Skincare: Juicy Chemistry, Dot & Key, Rene Cosmetics, Pilgrim, and Tira Beauty have all turned to GroomYourGram to tap into authentic influencer communities that speak to real audiences.
- Fashion & Lifestyle: Snitch, Pepe Jeans, Freakins, Libas, and Spykar have witnessed increased digital engagement and conversions through targeted, relatable influencer narratives.
- Pharmaceuticals & Wellness: Brands like Cipla Health and Glenmark rely on the agency to build trust-driven, regulation-conscious influencer campaigns in the wellness space.
- Automobile & Finance: Landmark Group’s Mercedes-Benz and Renault campaigns, Regent Group’s Skoda Kylak activation, and HDFC Bank’s LinkedIn positioning campaign are standout examples of B2C and B2B crossover success.
But GroomYourGram isn’t just a campaign factory. It’s a trendsetter.
They were one of India’s first agencies to successfully launch branded campaigns on Instagram Reels, back when Reels was still in testing phase. And during the Moj platform’s rise, GroomYourGram was one of only four agencies selected nationally to build native influencer campaigns. They don’t follow trends—they test, break, and redefine them.
Behind this wave is Palak Tannaa, a digital leader and strategist who commands a LinkedIn community of over 62,000 followers. While the agency never positions itself as “founder-first,” Tannaa’s vision is unmistakable. Her ability to balance creative instincts with execution rigor has shaped the company culture—one that thrives on ownership, agility, and outcomes.
What makes GroomYourGram’s story even more compelling is its stance on capital. The agency has received multiple investment offers over the years—but declined them all. “Not a single one aligned with the long-term mission,” the team states. “We’re not building for exits or headlines. We’re building for legacy.”
As the creator economy matures in India, with increased scrutiny on campaign ROI, platform algorithms, and content fatigue, GroomYourGram is already adapting. Their next phase includes building an internal tech stack to automate influencer mapping, brand-fit analysis, and engagement tracking—tools that will serve both their team and their clients with greater clarity.
They’re also expanding into regional influencer ecosystems, unlocking Tier 2 and Tier 3 audiences for legacy brands who’ve long struggled with hyperlocal penetration.
What started as a side-bet on Instagram creators has now become a full-fledged marketing ecosystem. One that scales without selling out. One that stays small enough to care, but large enough to deliver.
For founders reading this, GroomYourGram isn’t just an agency—it’s a case study in focus, values, and long-term vision. And in a startup world that often confuses speed with success, it reminds us that sustainable scale is still the most underrated flex.
FOR MORE INFORMATION
https://www.linkedin.com/in/palak-tannaa-influencermarketingexpert/
