India has the world’s second-largest internet user base. The smartphone revolution (Jio effect) has democratized content.
Food content is the gateway drug to Indian culture. However, the global view of "chicken tikka masala" is a tiny fraction of the reality. India has the world’s second-largest internet user base
Even in 2024, despite nuclear family growth, the joint family remains an aspirational ideal. In lifestyle content, this manifests as: despite nuclear family growth