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.
El pueblo ha experimentado un notable cambio desde 2018, cuando las redes sociales comenzaron a formar parte de su vida cotidiana. Hoy en día, YouTube no es solo una fuente de entretenimiento en Tulsi; es un motor para el crecimiento económico, reformas sociales y la adopción tecnológica. Los habitantes ahora consideran la plataforma como una forma de conectar la vida rural con la urbana, brindando oportunidades que antes eran impensables en esta comunidad agrícola.
El auge de la revolución de YouTube en Tulsi
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.
When their subscriber count surpassed 125,000 and their videos accumulated over 260 million total views, Varma and Shukla had proven the doubters in their families wrong, those who had questioned their commitment to YouTube. Their achievement motivated others in Tulsi to emulate them. Some locals launched their own channels, while others volunteered to perform in videos or help with production. The income generated from YouTube not only supported the creators but also boosted the local economy.
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.
From fields to film sets
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
, she got her initial opportunity in their videos. Her skills soon attracted the interest of regional filmmakers, leading to her appearance in seven films. For Sahoo, YouTube acted as a launchpad to the film industry, demonstrating that even in isolated villages, talent can reach broader audiences.
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
team, where he refined his abilities as a writer and director. Currently, Bhagel is preparing to contribute to a high-budget regional film, achieving a dream he once considered beyond reach.
Enabling Women via Social Media
A significant aspect of Tulsi’s YouTube surge has been its effect on the women in the community. In a society where conventional gender roles frequently restrict women’s opportunities, YouTube has offered a space for empowerment and self-expression.
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.
Las implicaciones más amplias del éxito de Tulsi
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 a sus suscriptores como su base inicial de clientes,” comenta, mencionando ejemplos como aldeanos vendiendo 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.
Blueprint for Tomorrow
A model for the future
Para jóvenes como Pinky Sahoo, YouTube ha convertido sus sueños de actuar en realidad. Para líderes comunitarios como Draupadi Vaishnu, ha ofrecido una plataforma para promover la igualdad y el cambio social. Y para aldeanos 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.
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