The Public Relations Consultants Association of India (PRCAI) has projected that India's public relations industry will expand to Rs 4,500 crore by 2030, up from Rs 3,230 crore in the financial year 2025-26. This growth trajectory, outlined in the PRCAI SPRINT 2026 report, reflects the sector's transformation from traditional communications into a strategic business function, with significant investments in artificial intelligence (AI).
Industry Growth and Market Share
The Indian PR industry recorded an 11 per cent growth in FY26, accounting for 12.6 per cent of the Asia-Pacific market. However, this growth rate has moderated from the industry's decade-long compound annual growth rate (CAGR) of 12 per cent, indicating a maturing market. The report highlights that the sector is no longer defined by a single narrative but by multiple diverging trends.
Kunal Kishore, President of PRCAI, stated, "PRCAI SPRINT 2026 reveals that there is no longer a single story defining the Indian PR industry. There are several, and they are diverging rapidly... the profession must sharpen its strategic capabilities, adopt emerging technologies responsibly, and reinforce its role as a trusted business partner." He added that the profession is "undergoing a broader transformation that touches skills, structures, and self-perception alike."
Changing Client Composition
A key finding of the report is the shifting composition of PR clients. The government's share among top client categories has nearly tripled to 11 per cent in 2026 from 4 per cent in 2022. Conversely, the share of private corporates declined to 42 per cent from 48 per cent over the same period. Start-ups have expanded their share sharply to 22 per cent from 6 per cent, indicating a growing reliance on PR services from emerging businesses.
AI Investment and Applications
AI is emerging as a major area of investment across the industry. According to the report, AI spending has risen from 2 per cent of revenues three years ago to 7 per cent in 2026, and is projected to reach 10 per cent within the next three years. The most common AI application currently is research and intelligence gathering, followed by content creation and meeting summarisation.
The report emphasises that "the next competitive advantage... lies in the disciplined integration of AI with human judgement." This underscores the industry's focus on leveraging AI to enhance efficiency while maintaining strategic oversight.
Concerns Over AI Misinformation
Despite the optimism around AI, the report flags rising concerns about AI-driven misinformation. It notes that 80 per cent of respondents identified AI-generated misinformation and deepfakes as a major reputational risk, while 85 per cent expect AI governance frameworks to become mandatory. This highlights the dual challenge of adopting AI while mitigating its potential negative impacts.
Strategic Role of PR
Deeptie Sethi, CEO of PRCAI, commented, "The Public Relations industry in India is at an inflection point... The findings of PRCAI SPRINT 2026 highlight the growing role of PR as a strategic business enabler rather than just a communications or crisis management function." She added, "As AI reshapes the industry and trust becomes more critical than ever, PRCAI remains committed to advancing the profession through research, upskilling, and higher industry standards."
Conclusion
The PRCAI SPRINT 2026 report paints a picture of an industry in transition, with growth moderating but opportunities expanding through AI adoption and changing client dynamics. The sector's ability to balance technological innovation with ethical considerations will be crucial in achieving the projected Rs 4,500 crore milestone by 2030.
