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Indian lifestyle is deeply rooted in tradition and culture. Here are some aspects of traditional Indian lifestyle:

Over 32 million non-resident Indians (NRIs) and persons of Indian origin (PIOs) live across the globe. This demographic actively consumes lifestyle content to stay tethered to their cultural roots and pass these traditions down to younger generations. Indian lifestyle is deeply rooted in tradition and culture

India is the yoga capital of the world. However, authentic lifestyle content distinguishes between "Instagram Yoga" (posing in Lululemon) and "Actual Yoga" (the 8 limbs of Patanjali). India is the yoga capital of the world

Videos stripping away commercialized Western yoga to focus on the spiritual and breath-work roots of the practice. Key Drivers of Engagement Key Drivers of Engagement Never make your content too neat

Never make your content too neat. India is chaotic. If you are filming a cooking video, leave the sound of the pressure cooker whistle in. If you are filming a morning routine, show the power cut. Audiences trust messiness.

| Aspect | Urban | Rural | |--------|-------|-------| | Housing | Apartments, nuclear families | Independent houses, joint families | | Work | Office/IT/gig economy | Farming, labor, small shops | | Transport | Metro, bus, Uber/Ola | Bicycle, tractor, shared jeep | | Technology | High smartphone & payment (UPI) use | Feature phones, limited internet | | Food | Swiggy/Zomato, packaged goods | Homegrown vegetables, chulha (clay stove) cooking |