One of the first rules of creating is understanding the economic and psychological shift happening right now. For decades, the Indian middle class prided itself on Jugaad —a colloquial term meaning a frugal, innovative workaround or hack.

"Why is everyone so... involved?" Sarah asked, after a shopkeeper had invited them for tea and asked three personal questions within five minutes.

Fashion in India is no longer a binary of "Western" vs. "Traditional." It is about .

No discussion of is complete without addressing the festival calendar. However, the successful creator doesn't just film a generic Diwali lamp. They focus on the micro-narratives .