From the butter-rich curries of Punjab and the seafood delicacies of Kerala to the fermented dishes of the Northeast, the diet is dictated by local produce and climate.

Indian lifestyle content is incomplete without mentioning its sartorial elegance.

Jugaad roughly translates to "a hack." It is the art of finding a low-cost, creative solution to a problem. In lifestyle content, this is gold. It is using old newspapers as shelf liners, turning a pressure cooker into an oven, or fixing a water heater with a coat hanger. Western lifestyle content is about buying the solution; Indian lifestyle content is often about inventing it.

The biggest shift in Indian culture and lifestyle content is happening on Instagram Reels and YouTube Shorts , but not in English.