In a serene area of central India is Tulsi, a village similar to many others, featuring simple single-story houses, banyan trees offering shaded spots for gatherings, and roads that are only partially paved. However, Tulsi distinguishes itself with a notable reputation; it has been dubbed India’s “YouTube Village.” What makes this countryside community near Raipur in the state of Chhattisgarh remarkable is the extraordinary number of its residents—more than 1,000 out of its 4,000 populace—engaged in producing content for YouTube.
Since 2018, the village has experienced a remarkable shift as social media started becoming an integral part of daily life. Nowadays, in Tulsi, YouTube serves as more than just a medium of entertainment; it acts as a catalyst for economic progress, social change, and the embrace of technology. The locals now view the platform as a tool to connect rural and urban lifestyles, providing opportunities that were once unthinkable in this farming community.
The emergence of Tulsi’s YouTube transformation
El camino de Tulsi hacia convertirse en un centro de creación de contenido comenzó de manera humilde. En 2018, Jai Varma, un habitante del pueblo, junto a su amigo Gyanendra Shukla, decidió iniciar un canal de YouTube llamado Being Chhattisgarhiya
. Insatisfechos con sus rutinas diarias monótonas, el dúo buscaba una forma creativa de expresarse. Su tercer video, una parodia sobre una joven pareja que es acosada en el Día de San Valentín, se volvió viral rápidamente. Conjuntando humor y crítica social, el video resonó con el público, y el canal ganó decenas de miles de seguidores en solo unos meses.
. Unsatisfied with their mundane daily routines, the duo sought a creative outlet to express themselves. Their third video, a satirical take on a young couple being harassed on Valentine’s Day, quickly went viral. Mixing humor with social commentary, the video struck a chord with audiences, earning tens of thousands of followers for the channel in just a few months.
By the time their subscriber base crossed 125,000, and their videos had racked up over 260 million cumulative views, Varma and Shukla had silenced skeptics in their families who questioned their decision to dedicate so much time to YouTube. Their success inspired others in Tulsi to follow their lead. Some residents started their own channels, while others volunteered to act in videos or assist with production. The money flowing in from YouTube not only supported the creators but also stimulated the local economy.
From fields to film sets
Among the most notable success stories is that of 27-year-old Pinky Sahoo. Raised in a traditional setting where acting was discouraged, Sahoo worried that her aspirations of becoming a dancer and actress would never be realized. However, after being noticed by the creators of Being Chhattisgarhiya
One of the most prominent success stories is 27-year-old Pinky Sahoo. Growing up in a conservative environment where acting was frowned upon, Sahoo feared her dreams of becoming a dancer and actress would remain unfulfilled. However, after being discovered by the creators of Being Chhattisgarhiya
Mientras tanto, jóvenes como Aditya Bhagel han forjado carreras detrás de la cámara. Inspirado por Varma y Shukla, Bhagel lanzó su propio canal de YouTube mientras aún estaba en la universidad y rápidamente consiguió una audiencia fiel. Su éxito le valió un lugar en el equipo de Being Chhattisgarhiya
Meanwhile, young men like Aditya Bhagel have carved out careers behind the camera. Inspired by Varma and Shukla, Bhagel launched his own YouTube channel while still in college and quickly garnered a loyal following. His success earned him a spot on the Being Chhattisgarhiya
Impulsando a las mujeres a través de las redes sociales
A significant aspect of Tulsi’s YouTube surge has been its effect on the women in the community. In a society where conventional gender roles frequently restrict women’s opportunities, YouTube has offered a space for empowerment and self-expression.
Draupadi Vaishnu, who once served as the village head, sees the videos made in Tulsi as key in confronting deeply rooted social norms. She frequently features in videos tackling topics like domestic violence and gender inequality. “These videos contribute to breaking cycles of detrimental practices,” Vaishnu states. In one notable role, she played a supportive mother-in-law urging her daughter-in-law to continue her education, delivering a strong message about the significance of empowering women.
Incluso las mujeres que inicialmente participaron en videos como voluntarias ahora gestionan sus propios canales. Rahul Varma, fotógrafo de bodas y YouTuber a tiempo parcial, señala que la plataforma ha abierto oportunidades sin precedentes para las mujeres en Tulsi. “Al principio, nuestras madres y hermanas solo ayudaban. Ahora, son ellas las que están creando contenido,” comenta.
Para Ramkali Varma, ama de casa, actuar en videos de YouTube se ha convertido en una fuente de realización personal. Reconocida por interpretar a madres cariñosas, se ha convertido en una de las actrices más solicitadas del pueblo. “A través de mis roles, puedo abogar por la educación y el éxito de las mujeres. Actuar me brinda tranquilidad,” afirma.
For homemaker Ramkali Varma, acting in YouTube videos has become a source of fulfillment. Known for her portrayals of loving mothers, she has become one of the most sought-after actors in the village. “Through my roles, I can advocate for women’s education and success. Acting brings me peace of mind,” she says.
The achievements of Tulsi’s YouTubers have captured attention. In 2023, the state government set up a contemporary production studio in the village to assist content creators. This initiative was led by Sarveshwar Bhure, a senior government official who saw the promise in Tulsi’s digital evolution.
The success of Tulsi’s YouTubers has not gone unnoticed. In 2023, the state government established a modern production studio in the village to support content creators. This initiative was spearheaded by Sarveshwar Bhure, a senior civil servant who recognized the potential of Tulsi’s digital transformation.
“We wanted to bridge the gap between rural and urban life by providing technological infrastructure,” Bhure explains. The studio has not only enhanced the quality of local productions but has also motivated more residents to explore content creation as a viable career.
Tulsi’s emergence as a YouTube center illustrates the broader influence of digital platforms on rural areas. By linking creators with international audiences, YouTube has become a significant means for economic and social transformation. For numerous individuals in Tulsi, it has offered a means to transcend traditional restrictions and explore new opportunities.
El profesor Shriram Venkatraman del Instituto Indio de Tecnología señala que plataformas como YouTube han generado una nueva ola de emprendedores rurales. “Algunos incluso inician otros negocios utilizando a sus suscriptores como su base inicial de clientes,” comenta, mencionando ejemplos como aldeanos vendiendo especias caseras o productos para el cuidado del cabello.
Professor Shriram Venkatraman from the Indian Institute of Technology notes that platforms like YouTube have created a new wave of rural entrepreneurs. “Some even start other businesses using their subscribers as their initial customer base,” he says, citing examples like villagers selling homemade spices or hair care products.
Blueprint for Tomorrow
A model for the future
Para jóvenes como Pinky Sahoo, YouTube ha convertido sus sueños de actuar en realidad. Para líderes comunitarios como Draupadi Vaishnu, ha ofrecido una plataforma para promover la igualdad y el cambio social. Y para aldeanos como Ramkali Varma, ha traído un sentido de orgullo y propósito.
For young women like Pinky Sahoo, YouTube has turned dreams of acting into reality. For community leaders like Draupadi Vaishnu, it has provided a platform to promote equality and social change. And for villagers like Ramkali Varma, it has brought a sense of pride and purpose.
Tulsi’s story is a reminder that technology, when embraced thoughtfully, can empower even the most remote communities. By leveraging the global reach of platforms like YouTube, villages like Tulsi are not just participating in the digital age—they are shaping it.
