'YouTube capital of India': How Tulsi village in Chhattisgarh became a YouTubers' hub?

More than 1,000 of Tulsi village's 4,000 residents are involved in creating content for YouTube. (Courtesy: AP file photo)

Located just over an hour's drive from Raipur, the capital of Chhattisgarh, lies the small village of Tulsi. At first glance, it’s like any other Indian village — one-storey homes line the narrow roads, banyan trees stand as gathering spots for locals, and a water tank looms over the community. But there's something interesting about Tulsi village. It has earned a reputation as India's YouTube village, where more than 1,000 of its 4,000 residents are involved in creating content for the world's most popular video-sharing platform.

The birth of a digital dream

So how did this village come to be known for its YouTube content? The story began in 2016, when two residents Jai and Gyanendra Shukla decided to try their hand at content creation. Jai, a teacher, and Gyanendra, a former network engineer, had no prior experience with video editing or digital production.

"We just wanted to create something fun and post it on YouTube," Gyanendra told the Better India. However, their enthusiasm was met with obstacles. Videos were often taken down due to copyright issues, and their lack of technical know-how created more hurdles than they expected.

Undeterred, they persisted, and in 2018, their perseverance bore fruit with the launch of 'Being Chhattisgarhiya'. What started as a small, experimental venture soon grew into something much bigger. The channel garnered thousands of subscribers, and the creators began earning a steady income. This success motivated others in the village to jump on the bandwagon, and before long, Tulsi had transformed into a hub of digital creators. Today, it is hard to walk through its lanes without encountering a film crew, shooting everything from dance performances to comedy skits to DIY videos.

A village filled with creativity

Tulsi's content creators are united by one guiding principle - All their videos must be family friendly. Their videos often feature contemporary takes on traditional themes. Whether it's capturing the spirit of the Cher Chera harvest festival or tackling local elections, the videos focus on preserving the village’s customs and traditions. "We want to show the youth how festivals and cultural practices were celebrated in the past, so they can carry these traditions forward," explained Gyanendra.

But making videos in the village isn't a solo endeavour. Tulsi's YouTubers work in a collaborative, yet decentralised, manner. Content creation starts with brainstorming ideas, followed by discussions on scriptwriting, acting, and camera work. Once the script is ready, locals are chosen for roles, with many initial actors coming from the village's Ramlila mandlis. Over time, however, a new generation of performers has emerged, some of whom have gone on to work beyond the village.

A thriving industry of local talent

Today, Tulsi boasts around 40 active YouTube channels, with a growing number of them attracting significant attention. Channels like 'Back Benchers Creation' (24,800+ subscribers), and 'Nimga Chhattisgadhiya' (9,200+ subscribers), are gaining popularity in the state. Most channels make between Rs 20,000-40,000 a month from YouTube ad revenues. In addition to the ad money, some creators have landed contracts for small-scale advertising and product endorsements. But perhaps the most rewarding aspect of these YouTube careers is the positive influence it has had on the youth of the village.

District administration's support

Recognising the massive potential of Tulsi's burgeoning YouTube community, the Raipur district administration has stepped in to provide infrastructure and support. "We are creating state-of-the-art studios and digital environments to help these artists hone their skills and maximize their creative potential," said Sarveshvar Bhure, Rapipur District Collector.

The initiative includes Hummer Flix, Chhattisgarh's first high-tech studio, designed specifically for Tulsi's content creators. Equipped with gimbals, drone cameras, and cutting-edge computer systems, Hummer Flix serves as a base for artists to produce more polished and professional work. The district administration is also planning to expand the studio’s footprint and establish an institute that will provide professional training for aspiring content creators.

"Our aim is to help these artists grow and ensure that they are equipped with the skills needed to succeed both locally and globally," said Bhure.

What's most striking about Tulsi's rise as a digital village is the sense of community and collaboration that underpins it. In a world where online content creation is often seen as an individual pursuit, Tulsi has stood up as an example of how a village can come together to build something greater than the sum of its parts. Everyone from the young to the elderly is involved, whether it's appearing in videos or lending a hand in the production process.