Tulsi: Inside India’s first “YouTube village”

New Delhi: Tulsi, a modest hamlet just over an hour’s drive from Raipur, has quietly transformed into a bustling digital hub. Of its estimated 4,000 to 15,000 residents, over 1,000 villagers—ranging from children to senior citizens—are now regularly involved in creating YouTube content, earning the village its nickname as India’s “YouTube Village.”

From cooking traditional Chhattisgarhi recipes to documenting daily village life, performing folk dances, or offering DIY farming tips, the content emerging from Tulsi is as diverse as its creators.

The village’s YouTube journey began in 2016, when Jai Verma, a schoolteacher with a passion for cinema, and Gyanendra Shukla, a former network engineer, started experimenting with video-making. Despite early hurdles like copyright strikes and technical setbacks, their persistence paid off. In January 2018, they launched Being Chhattisgarhiya, a channel that rapidly grew to over 125,000 subscribers, drawing attention far beyond the region.

What started as a duo’s venture quickly blossomed into a communal creative movement. Today, over 40 channels thrive in Tulsi, producing family-friendly content—comedy skits, cultural festivals, music videos, and educational tips—that resonate across the country. Production is deeply collaborative: villagers brainstorm scripts, cast performers (many from local Ramlila troupes), and shoot on location amid the village’s scenic backdrops—railway tracks, canal banks, and banyan groves.

For many, YouTube has evolved from a hobby into a profession. Channels like Back Benchers Creation and Nimga Chhattisgadhiya boast over 25,000 subscribers each, with creators earning between Rs 20,000 and Rs 40,000 per month through advertising, sponsorships, and branded content. Gyanendra Shukla himself reports a monthly income of around ₹35,000, which he supplements with wedding videography—an opportunity he encourages newcomers to explore.

YouTube’s monetisation program has helped many households improve their financial standing. “My son’s YouTube earnings helped us repair our house,” said Geeta Bai, a proud mother whose teenager runs a channel featuring Chhattisgarhi folk music. For a village where agriculture was once the only source of livelihood, the rise of this digital economy has brought newfound stability and aspiration.

Remarkably, women have emerged as a strong creative force in the village’s content revolution. Creators like Pinky Sahoo, who started in village videos, have gone on to act in regional films and advertisements, appearing in over half a dozen productions to date.

Younger voices are also making waves. Twelve-year-old Priya Sahu has gained over 50,000 subscribers on her channel Priya’s Village Adventures, where she explores local forests, interviews elders, and teaches traditional crafts—captivating audiences far beyond Chhattisgarh.

Even senior citizens have embraced the trend. Sixty-five-year-old Ram Lal Yadav runs Nani Ke Nuskhe (Grandma’s Remedies), a channel offering herbal solutions and farming hacks. His videos have found a devoted following among urban viewers seeking natural, time-tested remedies. “I never thought my knowledge would reach so far,” he says, adjusting his smartphone tripod with pride.

The village’s digital revolution has also had a positive social impact. “It is keeping the children away from bad habits and crime,” observed local farmer Netram Yadav. Former village head Draupadi Vaishnu credits the movement with empowering women and reshaping social norms.

In recognition of this grassroots media boom, the Raipur district administration, under IAS officer Sarveshwar Bhure, established Hummer Flix in 2023—a Rs 25 lakh production studio located right in Tulsi. Equipped with drone cameras, gimbals, editing suites, and modern computers, the studio provides professional tools and training to local creators, enabling them to enhance production quality and scale their content.

Tulsi’s story is a powerful example of how creativity, community spirit, and institutional support can transform a remote village into a digital innovation hub. Through their lenses, villagers are not only telling their own stories—they are redefining what rural India can be.

Yet, challenges remain. Limited internet connectivity during the monsoon season and the absence of advanced personal equipment sometimes restrict output quality. Nevertheless, the villagers persist, often pooling resources and sharing gear to keep production going.

As Tulsi continues to thrive as India’s “YouTube Village,” it stands as a living testament to the power of technology and storytelling. From children aspiring to become influencers to elders passing down ancestral wisdom, Tulsi is rewriting the narrative of rural India—one video at a time.