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.

The advent of modernity has significantly impacted Indian culture and lifestyle. The country's rapid urbanization, technological advancements, and exposure to global cultures have brought about a significant shift in the way Indians live, work, and interact. The rise of social media, e-commerce, and digital entertainment has transformed the way Indians consume information, shop, and socialize. However, despite these changes, Indian culture and lifestyle continue to retain their traditional essence.

Indian culture and lifestyle are a vibrant and dynamic reflection of the country's rich history, diverse traditions, and modern aspirations. From the colorful streets of India to the global diaspora, Indian culture is a powerful force that continues to inspire and fascinate people around the world. As we look to the future, it is essential that we preserve and promote Indian culture, ensuring that its traditions, customs, and practices continue to thrive for generations to come.

Several macroeconomic and cultural shifts have accelerated the demand for Indian culture and lifestyle content across digital platforms.