Launching a turmeric supplement brand, ₹549 price point. Looking at PPV campaigns. Seen rates mentioned from ₹0.15 to ₹0.80 per view in various discussions. What is actually fair and what will attract good creators without overpaying?
For health and supplements in India in 2026, the PPV rate benchmark by creator tier: nano creators (10k–50k followers) typically accept ₹0.18–₹0.32/view; micro creators (50k–150k) accept ₹0.28–₹0.48/view; mid creators (150k–500k) expect ₹0.40–₹0.70/view. For turmeric/ayurveda specifically, niche creators command a small premium (10–15% above generic health) because their audience is highly targeted. At ₹549 AOV with typical supplement conversion rates, ₹0.35/view in the micro tier gives you approximately 2.8x ROAS on a well-run campaign. Starting point recommendation: ₹0.38/view.
See live PPV benchmarks by niche →Ayurveda/turmeric creator with 70k followers. My floor for health brands is ₹0.30/view because the content requires research — I read about ingredients, check for claims compliance, often do a personal 2-week trial before filming. The research time is real and the rate should reflect it. Brands at ₹0.35+ get much better content from me because I am not cutting corners on prep.
One more factor: supplements have a longer purchase cycle than impulse categories. Viewers need 3–5 touchpoints before buying. Consider paying a slight premium (₹0.40) to attract creators who will actually repost and keep promoting the product, not just post once and forget. Retention of the creator relationship has ROI too.
Also check whether you want YouTube, Instagram, or TikTok traffic. YouTube creators command 30–50% higher PPV rates than Instagram creators but their view-to-purchase conversion is much higher (4.1% vs 1.8%) because viewers are in research mode. Sometimes paying ₹0.55 on YouTube beats ₹0.30 on Instagram on a cost-per-order basis.
Practical benchmark check: look at what you are willing to pay per order. If you will pay ₹200 per order (customer acquisition cost), and your conversion rate from views is 1%, then your max PPV rate should be ₹2.00 (₹200 × 1%). Most brands are not doing this math and either underprice or overprice. Start with your CAC target, work backwards to the PPV rate.
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