The buzzword in the fashion and food industry today is 'buzz'. Often, putting your brand out there, and at the earliest, is what makes or breaks a product. And the best way to do this is through social media. It's where the blogger comes in. Many of them command lakhs of followers on platforms such as Instagram and Snapchat; brands today consider it a great way to tap buyers as posts lead to the website to shop from or the company's social media handles. And though bloggers come in hordes these days, those who have been in the game have become quite the business gurus. "For one of our brand collaborations, we connected with a blogger who was in her early 20s; she might look young but had her business strategy sorted and an equally young and savvy manager to take care of her deals," a PR agent tells us anonymously.

Blogger Shivani Patil in a post at Light House Cafe