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.