The most exciting trend in is the Global Indian —the person living in Toronto, London, or Sydney who uses culture as a bridge.
Western lifestyle content is hyper-individualistic (Solo dates, self-care). Indian lifestyle content thrives on interpersonal drama and care . Content about living with grandparents, sibling rivalries over the TV remote, or mother-in-law/daughter-in-law kitchen negotiations are wildly popular because they are relatable .
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