If you are a creator or brand looking to tap into this niche, avoid the "curry and yoga pants" cliché. Here is a 5-step framework for success:

The West lives for the nuclear unit. India lives for the parivaar (joint family). Content showing conflict resolution between a grandmother and a teenager, or how a family of 10 shares one bathroom efficiently, is voyeuristic gold.

Many households begin the day with a Puja (prayer) or the lighting of a Diya (lamp).

Stop looking for trends. Start telling stories about how India breathes, eats, and prays. That is the content the world is waiting for.