Instagram rates at 1M
| Deliverable | Walk-away | Fair | Opening quote |
|---|---|---|---|
| Reel | ₹1,85,100 | ₹2,17,800 | ₹2,61,400 |
| Carousel post | ₹1,75,900 | ₹2,06,900 | ₹2,48,300 |
| Feed post | ₹1,57,400 | ₹1,85,100 | ₹2,22,200 |
| Collab post | ₹2,12,900 | ₹2,50,500 | ₹3,00,600 |
| Story set (3 frames) | ₹83,300 | ₹98,000 | ₹1,17,600 |
| Live session | ₹2,22,200 | ₹2,61,400 | ₹3,13,600 |
The reel figure assumes about 4,50,000 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 1M really means for your rate
A single-reel fee is often not the whole deal at this size. Campaigns can bundle several deliverables, paid usage, exclusivity and sometimes appearances, so the total can be well above the number above. Agree scope first and price second.
Around 1.3% engagement is typical above a million followers, and anything over about 3% is unusual. Expect brands to audit you, so run the fake follower checker on yourself first and attach a clean result to your pitch. It costs nothing and answers the first question before it is asked.
If your 1M is on another platform
| Platform | Deliverable | Fair fee |
|---|---|---|
| Reel | ₹2,17,800 | |
| YouTube | Dedicated video | ₹3,16,800 |
| Post | ₹5,28,000 | |
| X | Post | ₹2,90,400 |
| Snapchat | Spotlight video | ₹84,500 |
| Post | ₹80,100 | |
| ShareChat / Moj | Moj video | ₹47,500 |
What to add on top
| Add-on | Term | Adds |
|---|---|---|
| Paid usage rights | 1 month | ₹43,600 |
| Paid usage rights | 3 months | ₹87,100 |
| Paid usage rights | 6 months | ₹1,41,600 |
| Paid usage rights | 12 months | ₹2,17,800 |
| Category exclusivity | 1 month | ₹32,700 |
| Category exclusivity | 3 months | ₹54,500 |
| Whitelisting | Per deal | ₹54,500 |
Tax at this size
TDS is commonly deducted once a brand's payments to you cross ₹50,000 in a year. At ₹2,17,800 a reel, a single reel from one brand already crosses that. GST registration generally starts at ₹20 lakh of turnover, about 10 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: ₹2,61,400 Paid usage, 3 months (optional): ₹1,04,500 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.