Shah Rukh Khan has been named India's most valuable celebrity brand in Kroll's 2025 Celebrity Brand Valuation report, finishing at the top of the list with a brand value of USD 177.9 million.

The figure marks a sharp climb from USD 145.7 million in 2024 — a rise of about 22% in a single year, and close to 47% over two years. It placed him comfortably ahead of the next two names, Ranveer Singh at USD 162.9 million and Virat Kohli at USD 158.4 million.

According to the report, the surge owed less to his rate than to his reach. His endorsement fee held steady at roughly Rs 10 crore per deal, but the number of brands in his portfolio grew from 28 to 36 over the year.

Among his newer associations were Castrol, Joy Personal Care and Candere, added to long-running partnerships with the likes of Hyundai, LG, Myntra and Airbnb. Notably, Khan held the top spot despite not having had a theatrical release during much of the period the report measured.