How a remote village became a nation’s YouTube sensation
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 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.
Tulsi’s path to becoming a hub for content creation began humbly. In 2018, a villager named Jai Varma, along with his friend Gyanendra Shukla, initiated a YouTube channel named Being Chhattisgarhiya
Tulsi’s journey toward becoming a content-creation powerhouse started modestly. In 2018, Jai Varma, a resident of the village, along with his friend Gyanendra Shukla, decided to launch a YouTube channel called Being Chhattisgarhiya
. 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.
Walking through Tulsi now, it’s a challenge to encounter anyone who hasn’t been involved in a YouTube production. Farmers take breaks from their fieldwork to join videos, while young creators organize dance routines or set up skits under the village’s banyan trees. For numerous residents, YouTube has opened doors to new opportunities.
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.
, obtuvo su primera oportunidad en sus videos. Su talento pronto llamó la atención de cineastas regionales, y desde entonces ha participado en siete películas. Para Sahoo, YouTube fue un trampolín hacia la gran pantalla, demostrando que incluso en pueblos remotos, el talento puede llegar a audiencias más amplias.
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
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
Impulsando a las mujeres a través de las redes sociales
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.
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.
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.
“We wanted to bridge the gap between rural and urban life by providing technological infrastructure,” Bhure explains. The studio has not only enhanced the quality of local productions but has also motivated more residents to explore content creation as a viable career.
The broader implications of Tulsi’s success
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.
Sin embargo, 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 idioma regional, aportando un sonido nuevo a la zona. “Quiero que Tulsi sea conocida tanto por su música como por sus videos,” afirma.
Blueprint for Tomorrow
A model for the future
As YouTube celebrates its 20th anniversary, Tulsi stands as a testament to the platform’s transformative power. What began as a creative experiment by a few individuals has grown into a community-wide movement, reshaping the lives of thousands.
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.
