India has the cheapest data rates in the world. Consequently, "Indian culture and lifestyle content" is predominantly consumed on and Instagram Reels , but in Hindi, Tamil, Telugu, Bengali, and Marathi —not just English.
If you are building "Indian culture and lifestyle content," abandon the idea of a single narrative. Do not ask, "What do Indians eat?" Ask, "What does a Jain vegetarian eat versus a Punjabi meat-eater?" Do not ask, "What do Indians wear?" Ask, "How does a Muslim woman in Lucknow drape her Burkha differently from a Hindu bride in Bengal?"
Over 32 million non-resident Indians (NRIs) and persons of Indian origin (PIOs) live across the globe. This demographic actively consumes lifestyle content to stay tethered to their cultural roots and pass these traditions down to younger generations.
Food is the ultimate vehicle for cultural storytelling in India. Content in this niche performs exceptionally well when it highlights regional diversity over generic recipes.
A split screen. Left side: A tech startup in Bangalore with MacBooks. Right side: A potter in a village making clay idols.