Split screen. Left side: A woman in NYC on a treadmill. Right side: A grandmother in India squatting.

Lifestyle in India is heavily influenced by Ayurveda, even subconsciously.

One of the most exciting shifts in Indian content is the rise of rural creators. Lifestyle content is no longer exclusive to South Bombay or South Delhi.

There is a massive surge in content highlighting hyper-local cuisines—Coorgi pandi curry, Naga smoked pork, or authentic Odia Dalma.

Indian lifestyle is famously sensory. The cuisine is a map of the country’s geography, using spices not just for flavor, but for their Ayurvedic medicinal properties. From the buttery parathas of the North to the fermented idlis of the South, food is a language of love and hospitality.