What is the standard payment method for creator payments in India? Do I need to collect GST invoices? What about TDS?
Creator payment compliance in India — what you need to know: Payment methods: UPI and bank transfer are standard. Always get bank details in writing (part of your contract). Tax compliance: If creator is a business (has GST registration) — they must give you a GST invoice. You pay GST on top of their fee. If creator is an individual (no GST) — you are liable to deduct TDS at 10% under Section 194C (contracts for work) or Section 194J (professional fees). The threshold is ₹30,000 per payment or ₹1,00,000 per year per creator. Practically: for payments under ₹10,000 to individual creators, many brands don't deduct TDS (risk of non-compliance). For payments above ₹30,000, deduct TDS and file. Collect PAN from all creators above this threshold. For large campaigns: use a platform like CreloAI that handles payment and TDS compliance automatically.
Handle creator payments and compliance →Important clarification: the TDS rate is 1% under Section 194C for contractors, not 10%. The 10% applies to Section 194J (professional fees). Influencer deals typically fall under 194C (1% TDS if PAN provided). Get your CA to confirm based on the specific nature of the engagement. Either way, collect PAN and file.
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