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This paper asks: How is contemporary Indian culture repackaged as digital content? And what are the socio-cultural consequences of this repackaging? Existing scholarship is bifurcated. Early work (Appadurai, 1996) focused on “mediascapes” and the global flow of Indian culture. Later studies (Rodrigues & Ranganathan, 2019) analyzed diaspora content creators. However, little has been written on domestically produced, everyday lifestyle content —vlogs about morning chai , minimalist mandir decor, or sustainable living using traditional khadi .

Indian culture, lifestyle content, digital media, performativity, cultural commodification, OTT, influencer culture. 1. Introduction India is not a culture but a continent of cultures. The phrase "Indian culture and lifestyle" is a heuristic—a necessary simplification for a subcontinent housing over 2,000 distinct ethnic groups and 1,600 spoken languages. Historically, global understanding of Indian lifestyle was mediated through Bollywood, classical dance, or colonial anthropology. However, the proliferation of affordable smartphones and cheap data (the Jio effect) has shifted content creation from Mumbai’s studios to the kitchens, streets, and festivals of Lucknow, Coimbatore, and Dimapur. desi saree mms

Digital Darshan: The Evolution and Impact of Indian Culture and Lifestyle Content in the New Media Era This paper asks: How is contemporary Indian culture