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India is a vast, heterogeneous market. Content that works in Mumbai might not work in Madhya Pradesh. To succeed in this niche, you must balance with modernity (Modern Zindagi) .

Do not try to cover "India." Cover "Punjabi wedding rituals in Delhi" or "Monsoon cooking in Kerala." Specificity builds authority. India is a vast, heterogeneous market

You haven't lived until you’ve seen an Indian office break. Around 4:00 PM, the productivity graph flatlines. Why? The Chaiwala has arrived. India is a vast