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The consumption of Indian culture and lifestyle content has shifted entirely. Ten years ago, it was dominated by satellite TV shows like Sa Re Ga Ma Pa or Kitchen Champion. Today, the battleground is YouTube Shorts and Instagram Reels. Key trends include:

Despite its richness, creators face hurdles.

Young Indians living in rented apartments are obsessed with Vastu Shastra (traditional Indian architecture) hacks that don’t require breaking walls. Content includes "Where to place your study table if you face South" or "The best direction to sleep for success." This content blends spirituality with practical interior design.