Bollywood celebrity brands, such as Being Human by Salman Khan, HRX by Hrithik Roshan and many other are continuing to gain popularity in the fashion market in India, Euromonitor International's Lifestyle Survey states that in 2019, 28 percent of respondents from India claim to have been influenced by celebrities while making a purchase decision. Consumers in India want to feel inspired, want products that tell a story, and want to buy brands that resonate with their values. Bollywood brands do all this and more for consumers, and Euromonitor expects the popularity trend of these brands to continue in the near future.