If you are writing about lifestyle, you must address the smartphone. India has over 700 million active internet users, but their behavior is unique.
The WhatsApp Ecosystem: For the Indian middle class, WhatsApp is not an app; it is the operating system of life. Family groups are used for:
Content Tip: When creating digital content for Indians, remember the "jugaad" mindset—frugal innovation. An Indian TikToker (before the ban) or Reel creator will use a Rs. 100 ($1.20) ring light and a broken mirror. Content celebrating this resourcefulness resonates more than high-budget productions.
Target User: Someone new to India (expat, traveler, business partner), a second-generation NRI (Non-Resident Indian), or anyone collaborating with Indian teams.
No discussion of Indian lifestyle is complete without its two obsessions.