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
The rise of Tulsi’s YouTube revolution
. Feeling discontent with their ordinary everyday lives, the pair looked for a creative way to express themselves. Their third video, a satirical portrayal of a young couple being troubled on Valentine’s Day, rapidly gained popularity. By blending humor with social critique, the video resonated with viewers, amassing tens of thousands of subscribers for the channel within just a few months.
. 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
team, where he refined his abilities as a writer and director. Currently, Bhagel is preparing to contribute to a high-budget regional film, achieving a dream he once considered beyond reach.
Enabling Women via Social Media
Empowering women through social media
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.
Draupadi Vaishnu, a former village head, believes the videos produced in Tulsi play a crucial role in challenging entrenched social norms. She often appears in videos that address issues like domestic abuse and gender inequality. “These videos help break cycles of harmful practices,” Vaishnu explains. In one memorable role, she portrayed a supportive mother-in-law encouraging her daughter-in-law to pursue higher education, sending a powerful message about the importance of women’s empowerment.
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.
El éxito de los youtubers de Tulsi no ha pasado desapercibido. En 2023, el gobierno estatal instaló un estudio de producción moderno en el pueblo para respaldar a los creadores de contenido. Esta iniciativa fue promovida por Sarveshwar Bhure, un alto funcionario que reconoció el potencial de la transformación digital de Tulsi.
“Queríamos cerrar la brecha entre la vida rural y urbana proporcionando infraestructura tecnológica,” explica Bhure. El estudio no solo ha mejorado la calidad de las producciones locales, sino que también ha incentivado a más residentes a considerar la creación de contenido como una carrera viable.
Las implicaciones más amplias del éxito de Tulsi
The broader implications of Tulsi’s success
Tulsi’s rise as a YouTube hub reflects the broader impact of digital platforms on rural communities. By connecting creators with global audiences, YouTube has become a powerful tool for economic and social change. For many in Tulsi, it has provided a way to escape traditional limitations and explore new possibilities.
No obstante, el éxito de los creadores de Tulsi va más allá del dinero. Para algunos, como el rapero Rajesh Diwar, YouTube es un medio de expresión cultural. Diwar espera popularizar el rap en su lengua regional, introduciendo un sonido nuevo en la zona. “Quiero que Tulsi sea conocida tanto por su música como por sus videos,” afirma.
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.