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
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
. 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.
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.
Una de las historias de éxito más destacadas es la de Pinky Sahoo, de 27 años. Creciendo en un entorno conservador donde la actuación era mal vista, Sahoo temía que sus sueños de convertirse en bailarina y actriz no se realizaran. Sin embargo, después de ser descubierta por los creadores de 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
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
team, where he honed his skills as a writer and director. Today, Bhagel is set to work on a big-budget regional film, fulfilling a dream he once thought unattainable.
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.
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.
“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
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.
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.
Al celebrar YouTube su 20º aniversario, Tulsi se erige como un testimonio del poder transformador de la plataforma. Lo que comenzó como un experimento creativo por parte de unos pocos se ha convertido en un movimiento comunitario, remodelando la vida de miles.
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.
