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To write compelling content, you need to understand the structural pillars that hold up the average Indian household.
Before diving into temples and textiles, understanding the medium is crucial. India is currently the world's largest internet market after China, but unlike the West, the majority of Indian culture and lifestyle content is consumed on mobile devices via vernacular languages. To write compelling content, you need to understand
If you are curating Indian culture and lifestyle content, localization is non-negotiable. What works for a viewer in Mumbai rarely works for a viewer in Kolkata. If you are curating Indian culture and lifestyle
| Aspect | Urban India | Rural India |
|--------|-------------|--------------|
| Housing | Apartments, gated communities | Traditional kaccha/pucca houses, joint family compounds |
| Work | Corporate, gig economy, startups | Agriculture, daily wage labor, local trade |
| Food | Fast food, multi-cuisine, home delivery | Seasonal, grain-based, home-cooked (regional curries, millets) |
| Clothing | Western wear (jeans, shirts) alongside ethnic (kurta, saree) | Predominantly traditional: saree, dhoti, lungi, salwar |
| Tech Use | High smartphone penetration, OTT, fintech | Feature phones to smartphones; mobile internet for entertainment & payments | gated communities | Traditional kaccha/pucca houses
Google Chrome
By default, Google Chrome will attempt to send you to a different application in order to use FTP as you can see below when I try to download Qckvu3 from Artwork's web site:
To correct this, first type into the address bar: chrome://flags and you will see the following window:
Now type into the search bar: enable-ftp
You should see the flag for enable-ftp. If it is set to Default or to Disabled, press the label/button and select Enabled.
Now all you need to do is to press the button labeled Relaunch at the bottom of the window. This will restart Chrome and your change will take effect.
Once you have done this, you should be able to download Artwork's software from our web site using Chrome.
