If you create content in Himachal Pradesh, Punjab, or Chandigarh, there's a good chance you're undercharging. Not by a little — by 30 to 50 percent. And the brands paying you know it.
This isn't a criticism. It's a structural problem. The talent management industry in India has been built around Mumbai, and the agencies that dominate it — the ones with the pitch decks and the retainer clients — aren't interested in creators below 500K followers. Which means the vast majority of working regional creators are negotiating their own deals, chasing their own payments, and signing contracts they haven't fully read, without anyone in their corner.
SAM Creations exists because that gap is too large to ignore.
What we actually do
We manage creators. Not in the vague, LinkedIn-bio sense — in the practical, operational sense. When a brand reaches out to one of our creators, we handle the negotiation. We draft the contract. We make sure usage rights are priced properly, that TDS is handled correctly, and that the payment actually arrives on time. When it doesn't, we chase it — so our creators don't have to spend their energy on that.
We also reset rate cards. Almost every creator we onboard has been pricing themselves against gut feeling or WhatsApp group gossip. The first thing we do after signing a management agreement is audit the last six months of deals and rebuild the rate card from the ground up — based on real metrics, real market data, and what the brand is actually getting from the partnership.
Why our commission is lower than the industry standard
Most talent agencies in India charge creators 15 to 25 percent of every deal. We charge between 5 and 15 percent depending on how much management the creator wants. The gap is intentional.
We believe a creator should keep most of what they earn. Our margin comes from managing many creators well, and from a separate fee we charge brands when we're the booking party — which is standard practice in the industry. The creator's rate is never touched to fund that.
This model only works if creators trust us enough to stay. So we've structured everything — the commission, the transparency, the communication — to make leaving irrational.
Who we work with
Our founding roster is built around the HP–Punjab–Chandigarh creator cluster: influencers, models, actors, and UGC creators who are already doing real commercial work but haven't had proper representation behind them.
We work with creators across follower bands — from micro-influencers with 5,000 highly engaged followers to mid-tier creators with national reach. Follower count matters less than engagement quality, content consistency, and commercial readiness. A creator with 30,000 followers and a genuine niche audience is often more valuable to the right brand than someone with ten times that number and low engagement.
We also work with models and shoot talent who have no significant social presence but produce professional-grade content for brand campaigns. For them, social reach is irrelevant — what matters is the work they deliver on set.
The regional market opportunity
D2C brands across India are increasingly looking beyond Mumbai creators. The cost is lower, the audience authenticity is higher, and regional creators often have a cultural specificity that national brands can't replicate with a metro-based roster. A brand selling apple products, mountain tourism, or Punjabi food culture needs creators who actually live that life — not creators performing it.
This is where we operate. And the brands that understand this are already paying attention.
What we're building
SAM Creations is a vertical of Sharda Asset Management, a holding company headquartered in Ludhiana with operating businesses across multiple sectors. We aren't a startup trying to find product-market fit — we're an institution extending into a market we know well.
Our goal is to be the dominant talent management agency for the North Indian creator economy within the next two years. Not by outspending anyone, but by building a roster that larger agencies can't replicate — deeply regional, deeply trusted, and properly valued.
If you're a creator in HP, Punjab, or Chandigarh doing commercial work and you've been managing it alone — we should talk.
If you're a brand looking to reach genuine regional audiences with creators who have real relationships with their followers — we should talk.
The gap in this market is real. We're closing it.
SAM Creations · Entertainment / Creator Talent Management · a vertical of Sharda Asset Management
WE ARE TRYING TO INNOVATE AND BUILD SOLUTIONS AROUND CREATORS DAILY PAIN POINT , let's come on the journey with us with ur support to cumulatively rise in the entertainment and creation field. keep loving keep following stay tuned a lot is loading........!on they way !
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