With easy access to all kinds of products and services across the globe, the world has become a ‘global village’. Many marketers have resorted to new age marketing techniques or rekindling the proven classic marketing techniques, one such strategy being widely adopted by marketers and influencers is Affiliate Marketing. It involves performance based marketing model which proves effective to both marketers as well as the influencers. Moreover, it also benefits the consumer by providing curated product recommendations, access to niche or lesser known products. Additionally, Affiliates often offer special discount codes, bundle deals, or free trials as part of promotions.Hence, customers get more value than buying directly. Thus,it can be said that affiliate marketing has created a strong hold as the most popular mode of marketing. In this regard, the present study has been taken up to examine the consumer perception towards affiliate marketing in Chennai district. The district being the State Capital of Tamil Nadu was purposely chosen due to its growing tech-savvy population, urban economic base and the rapid increase of businesses and industries along with a strong social media presence of the residents.A well structured questionnaire was used to collect the required data.The sample respondents were contacted on the basis of purposive sampling, where a sample of 483 was arrived at after considering several factors into account. Kruskal Wallis test and Mann Whitney U test have been employed to analyse the collected data.