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.

Food is the ultimate vehicle for cultural storytelling in India. Content in this niche performs exceptionally well when it highlights regional diversity over generic recipes.

What is your ? (YouTube vlogs, Instagram reels, long-form blogs?)

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