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Indian culture, one of the oldest in the world, is characterized by its immense diversity in language, religion, food, and art. In the 21st century, "lifestyle content" has emerged as the primary vehicle for transmitting these cultural nuances to both domestic and global audiences. This paper explores the transformation of Indian cultural representation—from classical art forms and regional practices to modern digital content creation on platforms like YouTube, Instagram, and Netflix. It examines how creators balance authenticity with modernity, the commercialization of spirituality and wellness, and the role of the Non-Resident Indian (NRI) in curating a nostalgic yet contemporary image of India. The paper concludes that while digital content democratizes cultural expression, it also risks homogenizing the rich regional diversity of India into a single, marketable aesthetic.
Indian culture, one of the oldest in the world, is characterized by its immense diversity in language, religion, food, and art. In the 21st century, "lifestyle content" has emerged as the primary vehicle for transmitting these cultural nuances to both domestic and global audiences. This paper explores the transformation of Indian cultural representation—from classical art forms and regional practices to modern digital content creation on platforms like YouTube, Instagram, and Netflix. It examines how creators balance authenticity with modernity, the commercialization of spirituality and wellness, and the role of the Non-Resident Indian (NRI) in curating a nostalgic yet contemporary image of India. The paper concludes that while digital content democratizes cultural expression, it also risks homogenizing the rich regional diversity of India into a single, marketable aesthetic.
