India's creator–brand marketplace

Fair-priced creator deals,
end to end.

Brands find the right creators, the engine sets the price, payment is secured, contracts and reports are automatic. No more guesswork — on either side.

For creators

Find your value

For brands

Find your audience

Price
Engine rate with a breakdown
Match
Right creators for the brief
Book
Contract + invoice, auto
Pay
Secured first, released on approval
Prove
Delivery, report, reviews

live · reel · 48k followers · beauty

₹1,49,000

Why OVERDUE exists

The deal is only fair when both sides know the numbers.

The Indian creator economy is worth ₹8,400 crore and growing — but most deals still happen on gut feel and numbers pulled from thin air. That's not good for creators, and it's not good for the brands trying to justify spend either.

68%

of influencer deals in India are priced without any data-backed methodology.

When both sides work from the same data, deals close faster and hold up longer.

Pricing accuracy gap — data-backed rate vs actual deal value

Nano (1K–10K)−54%

Micro (10K–100K)−61%

Macro (100K–1M)−68%

Mega (1M+)−41%

No shared benchmark exists

There is no public database of what deals actually look like in the Indian creator economy. Every negotiation starts from zero — both sides making up numbers and hoping they meet in the middle.

Numbers are invented on both sides

Media buying teams have CPM models built for TV and programmatic — not creator content. Creators quote what feels right. Neither side works from real data, and the deal reflects that.

Relationships shouldn't set rates

Most deals in India are negotiated on relationships and reputation. That works until it doesn't. OVERDUE adds a number to the conversation — defensible, repeatable, fair.

What OVERDUE does