PRsathi/Learn/Charging at 100K
Rates · 100K followers · India

How much should you charge with 100K followers in India?

Worked out for an account of exactly 1,00,000 followers with typical engagement for the mid tier. If you know your real average views, they beat every number on this page.

By PRsathi · Updated

Short answer

With 1,00,000 followers in India, one sponsored Instagram reel is worth about ₹37,200. Quote ₹44,700 and do not go below ₹31,600. That excludes usage rights, exclusivity and GST.

Instagram rates at 100K

Instagram, 1,00,000 followers, India, 2026.
DeliverableWalk-awayFairOpening quote
Reel₹31,600₹37,200₹44,700
Carousel post₹30,100₹35,400₹42,400
Feed post₹26,900₹31,600₹38,000
Collab post₹36,400₹42,800₹51,400
Story set (3 frames)₹14,200₹16,800₹20,100
Live session₹38,000₹44,700₹53,600

The reel figure assumes about 72,000 views, at ₹0.55 a view. These are market priors, not closed-deal data: a defensible starting position, not a promise that any brand will pay it.

What 100K really means for your rate

Invoice like a business. Many brands that pay you will deduct TDS, and a run of deals can bring GST registration into play, so a CA is now worth the fee. Have your Insights screenshots ready for audience city and age, because the next brand will ask for them.

Exclusivity becomes a real conversation at this size. A category lock stops you taking money from a competitor, so price it: about 15% of the fee for a month, 25% for three and 40% for six. If a brand asks for exclusivity with no end date, that is not a term. It is a question you should send back.

If your 100K is on another platform

One primary deliverable at 1,00,000 followers or subscribers.
PlatformDeliverableFair fee
InstagramReel₹37,200
YouTubeDedicated video₹56,400
LinkedInPost₹98,700
XPost₹56,900
SnapchatSpotlight video₹16,900
FacebookPost₹14,800
ShareChat / MojMoj video₹10,700

What to add on top

Add-ons on a ₹37,200 reel.
Add-onTermAdds
Paid usage rights1 month₹7,400
Paid usage rights3 months₹14,900
Paid usage rights6 months₹24,200
Paid usage rights12 months₹37,200
Category exclusivity1 month₹5,600
Category exclusivity3 months₹9,300
WhitelistingPer deal₹9,300

Tax at this size

TDS is commonly deducted once a brand's payments to you cross ₹50,000 in a year. At ₹37,200 a reel, you would cross it with one brand on reel number 2. GST registration generally starts at ₹20 lakh of turnover, about 54 reels a year at this fee. Details are in our TDS and GST guide, and a CA should confirm your own position.

A quote you can send

Hi [name], thanks for reaching out. For one Instagram reel:

Base fee: ₹44,700
Paid usage, 3 months (optional): ₹17,900
GST at 18% is extra if applicable.

Includes one round of edits. Goes live within 5 working days of your approval.

Open at the top of your range and leave room to land on the fair figure. For a fuller version, use the rate card maker.

Questions people actually ask

Is 100K followers enough to get brand deals?
Yes. At 1 lakh, brands expect a rate card, audience data and a proper invoice, and some may approach you first if your niche is clear.
How much can I earn from one reel with 100K followers?
About ₹37,200 before tax on this model, within a negotiating range of ₹31,600 to ₹44,700. Your niche can move it: finance pays about 1.55 times this figure and comedy about 0.85 times.
Should I accept barter with 100K followers?
As part payment, not as the whole fee. Value the product at about 60% of retail and let it cover no more than about 40% of the fee. At ₹37,200, that means a product worth up to about ₹24,800 at retail can count, and the rest should be cash.

Knowing the number is step one. Getting it paid is the rest.

PRsathi takes a collab from first request to signed terms, reviewed content and a GST invoice, on the record. No commission on the deal value.

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