What makes Shah Rukh Khan India's most valuable celebrity?

Shah Rukh Khan has been named India's most valuable celebrity by Kroll's Celebrity Brand Valuation Report 2025. Kroll's Managing Director, Valuation Advisory Services, Umakanta Panigrahi, attributed his rise to a multi-year commercial comeback following success of his 2023 film slate that included 'Pathaan' and 'Jawan'. His endorsement portfolio expanded from 28 brands in 2024 to 36 in 2025.