Social media marketing has become an indispensable tool for businesses aiming to influence consumer behavior, particularly in rapidly developing markets like India. This paper explores the role of social media marketing in shaping consumer preferences in India through the lens of social influence theory. By examining normative and informational social influences, the study highlights how social media platforms facilitate peer recommendations, influencer endorsements, and user-generated content to sway consumer decisions. The unique cultural context of India, characterized by collectivism and strong community ties, amplifies the impact of social influence on social media. Through case studies and examples, this paper demonstrates the effectiveness of social media marketing strategies that leverage social influence to resonate with Indian consumers. The findings provide valuable insights for brands looking to navigate the complex and dynamic Indian market, emphasizing the need for authenticity, cultural sensitivity, and strategic use of influencers.