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Urban Indians are time-poor but heritage-rich. They want content that answers: "How do I wear a saree in 2 minutes for a Zoom call?" or "How do I make gluten-free besan chilla for my keto diet?"

With one of the world's largest smartphone-user bases, daily life in India—from ordering groceries to finding a life partner—happens on apps.

Indian culture is a unique blend of traditional and modern elements. With a history spanning over 5,000 years, India has been influenced by various cultures, including the Indus Valley Civilization, the Vedic Period, and the Mughal Empire. This rich cultural heritage is reflected in its festivals, food, music, and art. From the colorful Holi celebrations to the serene Diwali festivities, Indian festivals are an integral part of its cultural fabric.