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.
In a quiet part of central India lies Tulsi, a village like many others, with modest one-story homes, banyan trees providing shade for gatherings, and roads that are only partially paved. But Tulsi stands apart with a unique claim to fame; it has earned the title of India’s “YouTube Village.” What sets this rural spot near Raipur in the state of Chhattisgarh apart is the staggering number of its residents—over 1,000 of its 4,000 inhabitants—who are involved in creating content for YouTube.
The village has undergone an extraordinary transformation since 2018, when social media began to take root in its daily life. Today, YouTube is not just a source of entertainment in Tulsi; it is a driver of economic growth, social reform, and technological adoption. Residents now see the platform as a means to bridge the gap between rural and urban life, offering opportunities that were previously unimaginable in this agricultural community.
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
. 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.
Para cuando su base de suscriptores superó los 125,000 y sus videos acumularon más de 260 millones de visualizaciones en total, Varma y Shukla habían acallado a los escépticos de sus familias que cuestionaban su elección de dedicar tanto tiempo a YouTube. El éxito que lograron motivó a otros en Tulsi a seguir su ejemplo. Algunos habitantes iniciaron sus propios canales, mientras que otros se ofrecieron para actuar en videos o ayudar con la producción. El dinero que ingresaba desde YouTube no solo sostenía a los creadores, sino que también impulsaba la economía local.
De los campos a los platós
From fields to film sets
Strolling through Tulsi today, it’s hard to find someone who hasn’t played a part in a YouTube production. Farmers pause their work in the fields to participate in videos, while young creators choreograph dance routines or stage skits under the village’s banyan trees. For many, YouTube has become a gateway to new possibilities.
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
Meanwhile, young individuals like Aditya Bhagel have established careers behind the camera. Motivated by Varma and Shukla, Bhagel started his own YouTube channel while he was still in college and soon attracted a dedicated audience. His achievements secured him a position on the 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
Enabling Women via Social Media
Uno de los aspectos más transformadores del auge de YouTube en Tulsi ha sido su impacto en las mujeres de la comunidad. En una sociedad donde los roles de género tradicionales a menudo restringen las oportunidades para las mujeres, YouTube ha brindado un espacio para el empoderamiento y la autoexpresión.
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.
Even women who began by volunteering in videos are now managing their own channels. Rahul Varma, a wedding photographer and part-time YouTuber, observes that the platform has created previously unimaginable opportunities for women in Tulsi. “Initially, our mothers and sisters were merely assisting. Now, they’re the ones generating content,” he remarks.
Even women who initially participated in videos as volunteers are now running their own channels. Rahul Varma, a wedding photographer and part-time YouTuber, notes that the platform has opened up unprecedented opportunities for women in Tulsi. “At first, our mothers and sisters were just helping out. Now, they’re the ones creating content,” he says.
Official Backing and a Modern Studio
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.
“We aimed to connect rural and urban life by offering technological resources,” Bhure explains. The studio has not only improved the quality of local productions but has also encouraged more villagers to consider content creation as a feasible career path.
The Wider Impact of Tulsi’s Achievement
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 sus suscriptores como su base inicial de clientes,” comenta, mencionando ejemplos como aldeanos que venden especias caseras o productos para el cuidado del cabello.
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.
However, the success of Tulsi’s creators is about more than just money. For some, like rapper Rajesh Diwar, YouTube is a means of cultural expression. Diwar hopes to popularize rap in his regional language, bringing a fresh sound to the area. “I want to make Tulsi known for its music as much as its videos,” he says.
A model for the future
Para jóvenes como Pinky Sahoo, YouTube ha hecho realidad los sueños de actuar. Para líderes comunitarias como Draupadi Vaishnu, ha ofrecido una plataforma para promover la igualdad y el cambio social. Y para habitantes 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.
