How a tiny village became India's YouTube capital

In the heart of central India lies a small village named Tulsi, which has recently gained recognition as the 'YouTube Village' of the country. This transformation has been remarkable, as social media has sparked a significant economic and social change in the community. With a population of around 4,000, it is estimated that about 1,000 residents are involved in creating content for YouTube. The village is a typical Indian settlement, with one-storey houses and partially paved roads, but what sets it apart is the vibrant YouTube culture that has taken root there. On a warm September morning, 32-year-old YouTuber Jai Varma is seen gathering a group of women to participate in his latest video. The women, dressed in colorful sarees, are excited to join in the fun. Jai sets up a scene that resembles a rural festival, asking one woman to serve water and another to touch the feet of an elderly lady. This playful interaction is captured on camera, and once the filming is done, the women return to their daily chores in the fields. Meanwhile, another YouTuber, 26-year-old Rajesh Diwar, is busy filming himself dancing to a hip-hop track, showcasing the creative spirit that has flourished in Tulsi. The rise of YouTube in Tulsi has not only provided financial benefits but has also fostered a sense of community and empowerment among the villagers. Many women, who previously had limited opportunities for advancement, have found new avenues for income through their YouTube channels. Conversations about technology and the internet have become common under the shade of the banyan trees, as villagers take breaks from their daily activities to participate in video productions. The journey of Tulsi's YouTube success began in 2018 when Jai Varma and his friend Gyanendra Shukla launched their channel. They were seeking a creative outlet beyond their routine lives. Their third video, which humorously depicted a couple being harassed on Valentine's Day, went viral, resonating with viewers and gaining them tens of thousands of followers in just a few months. Their subscriber count has since grown to over 125,000, with a staggering cumulative viewership exceeding 260 million. Initially, their families were concerned about their dedication to social media, but as the money started to flow in, those worries faded away. They began earning over 30,000 rupees a month, allowing them to support their team members and eventually leave their jobs to focus on YouTube full-time. Their success inspired other villagers to create their own channels or volunteer in video productions. The local government took notice of the village's burgeoning YouTube scene and, in 2023, established a studio to support the content creators. Sarveshwar Bhure, a former collector of the Raipur district, recognized the potential of the village's YouTube work as a means to bridge the gap between rural and urban life. He believed that the impactful videos produced by the villagers could reach millions and motivate them to continue their creative endeavors. The establishment of the studio has proven to be a wise investment, as YouTube has created livelihoods for hundreds of young people in Tulsi, sparking a regional entertainment industry and helping some YouTubers break free from their small-town lives. Among the many stars emerging from Tulsi's YouTube phenomenon is 27-year-old Pinky Sahoo. Growing up in a rural village, she dreamed of becoming an actress and dancer, but faced disapproval from her family and neighbors. Undeterred, she began posting dance videos on Instagram Reels and YouTube Shorts. Her big break came when the founders of a local production company discovered her talent and invited her to join their team. Pinky's journey has led her to star in seven films, and she now serves as an inspiration for young girls in Tulsi, encouraging them to pursue their dreams. The impact of YouTube in Tulsi extends beyond individual success stories. It has empowered women to take center stage in this technological revolution. Draupadi Vaishnu, the former village head, believes that YouTube can challenge societal norms and biases in India, where gender inequality remains a significant issue. She has starred in videos promoting respect and equality for women, using her platform to advocate for change. The rise of female content creators in Tulsi has created a sense of community and collaboration, with many women now running their own channels and sharing their stories. As the sun sets over Tulsi, the YouTubers continue to work tirelessly, creating new content and dreaming big. They hope to inspire others and showcase the unique culture and talent of their village. The story of Tulsi is a shining example of how technology can bring people together, empower individuals, and change lives for the better.