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Several macroeconomic and cultural shifts have accelerated the demand for Indian culture and lifestyle content across digital platforms.
Indian fashion content is no longer just about Lehengas and Sarees . It is about "fusion." The modern Indian woman might wear jeans and a Kurti , or a Western gown with Jhumkas (traditional earrings).
Several factors explain why this niche attracts millions of viewers outside of the Indian subcontinent.