In Tulsi, a rural village near Raipur in central India, social media has started an economic and social revolution. Dubbed India's "YouTube Village," this has a population of approximately 4,000 people, more than 1,000 of whom engage in producing content for YouTube. This transformation not only boosted the local economy but also generated new opportunities, particularly for women, and altered social dynamics.

On a humid morning in September, YouTuber Jai Varma, 32, rounds up a group of women to shoot his new video. The women used to such shoots, smile and pull their sarees into place before joining in. Varma shoots a scripted village festival scene, and once shooting is done, they resume their daily work on the farm.

In the area, another content creator, 26-year-old Rajesh Diwar, is recording a dance video, showing just how much a part of everyday life content creation has become in Tulsi. Unlike other villages with small houses and dirty roads, Tulsi is different due to its online impact. Practically every member of the community has either featured in or assisted with a YouTube video.

Since its beginning in 2005, YouTube has transformed online content creation and digital culture across the globe, with India serving as one of its biggest markets. Tulsi is a tiny part of the wider trend of YouTube's influence, as individuals' lives become increasingly dependent on videos online. Local farmer Netram Yadav, 49, says "It is keeping the children away from bad habits and crime,"

Suhail Bhat Villagers in Tulsi often take a break from their daily activities to get involved in the filming of videos (Credit: Suhail Bhat) [Image - BBC]

How did Tulsi become the YouTube village? 

Tulsi started its online journey in 2018 when Jai Varma and his friend Gyanendra Shukla started their YouTube channel, Being Chhattisgarhiya. Unhappy with their monotonous jobs, they looked for a creative platform. Their third video, a sarcastic commentary on Valentine's Day Eve harassment by the right-wing outfit Bajrang Dal, turned viral, marrying humor with social commentary.

In a matter of months, their channel had tens of thousands of subscribers. With more views, their income grew, earning them ₹30,000 (or about $346) per month. Confident in their successes, they left their jobs to focus on content creation as a career. Their crew grew, offering paid positions as well as training in editing videos and writing scripts.

How a tiny village became India's YouTube capital [Image -BBC]

The village's increasing fame was noticed by the local authorities. In 2023, appreciating its potential, the state government established a state-of-the-art production studio in Tulsi. Sarveshwar Bhure, a former district collector, viewed this as an opportunity to close the digital divide between rural and urban India. The investment was worth it, with hundreds of young villagers now making a living from YouTube.

Some Tulsi YouTubers have made a success in mainstream entertainment. One of them is Pinky Sahoo, 27, who always wanted to be an actress but was resisted by society. She started posting dance videos on YouTube and Instagram and was spotted by Being Chhattisgarhiya content creators, who offered her work in their videos. This opened doors to appearances in local films, and she has since worked in seven movies.

Aditya Bhagel, another native, was motivated by Varma and Shukla to begin his channel. In a span of a year, he hit 20,000 followers and monetized his account. Later, he became a writer and director for Being Chhattisgarhiya, and subsequently, he got a position at a Raipur-based production house and a scriptwriting job in the upcoming movie Kharun Paar.

Suhail Bhat Draupadi Vaishnu, the former Sarpanch of Tulsi, tries to promote the importance of respect and equality for women in India through her YouTube appearances (Credit: Suhail Bhat) [Image - BBC]

So was 38-year-old Manoj Yadav, who used to act as Lord Rama in rural plays. He created a career in the regional film industry after proving himself as an actor on YouTube. Now, he makes a living from his talent, thanks to YouTube.

Empowering women through Social Media

YouTube also has provided women in Tulsi a platform to break all the social barriers. Ex-village head Draupadi Vaishnu, 61, feels the platform defies age-old prejudices, particularly in the way women are treated. She was recently featured in a video promoting respect and equality, a movement she fought for when she was Sarpanch.

28-year-old wedding photographer Rahul Varma has witnessed the change himself. Women used to take part in videos as assistants, but nowadays many have their own channels. His 15-year-old nephew also helps out with content production, showing just how deeply the village has been affected by social media.

The number of rural creators in India has increased during the COVID-19 pandemic, particularly on TikTok prior to its ban in 2020. In terms of digital anthropology specialist Shriram Venkatraman, this movement started with a strong male presence, but increasing numbers of women joined and have turned YouTube into an entrepreneurship platform. A lot now offer homemade items such as hair oils and spices to their subscribers.

For some, fame and money are secondary. Ramkali Varma, 56, a homemaker, has become an actress in Tulsi’s YouTube videos, often playing motherly roles. She participates purely out of passion, demonstrating how social media has reshaped lives beyond financial gains.

With YouTube at its core, the village has evolved into a creative hub, inspiring other rural communities to explore digital opportunities.

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