India, also one of the fastest-growing superpower nations across the world, is very well known for its culture and traditions. It has been observed by the world that India has its top-class rituals, which can solve many of the major problems on its own through natural tatva and practices. India also has embraced the best cultural values in terms of festivals and household rituals. These rituals and cultural practices have been recognised among many other nations, and they too respect and try to follow the same for a great experience. With the ongoing boom of social media and new trends, these cultural values have been spread drastically, and also the ways to practice these rituals have changed. Culture and traditions are now being practised virtually, too. In the past two decades, India has witnessed a dramatic shift in how cultural values are expressed, practised, and preserved, much of which can be attributed to the growing influence of social media. Platforms like Instagram, Facebook, YouTube, and X have become more than just communication tools. These platforms are now central to shaping and reshaping Indian traditions, festivals, lifestyle choices, and social behaviour. While this influence has both positive and negative dimensions, it is undeniable that social media plays a crucial role in the cultural transformation of Indian society.
Social media has made Indian traditions more visible on a global scale. For instance, Indian festivals like Diwali, Holi, and Raksha Bandhan are now celebrated virtually and shared worldwide through videos, reels, and vlogs. Young Indian content creators are modernising classical arts, including Bharatanatyam, classical music, and yoga, by making them accessible and relatable to digital audiences. This contributes to cultural pride and global awareness of Indian heritage. Traditional practices are being redefined in digital formats. Weddings are now "Instagrammable" events with hashtags, curated outfits, and professional reels. Rituals like Karva Chauth, Ganesh Visarjan, or even virtual poojas have adapted to suit the online world. Families live-stream religious ceremonies for relatives across the globe. While this ensures participation and inclusivity, critics argue that spiritual depth is sometimes lost in favour of aesthetic presentation. More likely, the poojas and Ganesh Visarjan and Temple darshan are now becoming content for the influencers. Major Temples have online darshan portals where they are generating a huge revenue virtually, and people too are enjoying this while sitting in their homes. Everyone is mainly trying to show off the rituals on their social media platforms instead of experiencing those with a full heart. Recently, the "Mahakumbh" yatra was the major attraction for the Indians as well as for the foreigners. Crores of people attended this mega event, and those who were unable to experience it live were able to see it on their Instagram platforms. This online culture is mainly killing the main motto and the soul of Indian cultural values and traditions.
Social media influencers are powerful drivers of trends and lifestyle choices. Through fashion, food, language, and even relationships, they shape the values of millions. Indian youth often look up to influencers more than community elders, shifting the traditional flow of values. For instance, attire that was once considered "Western" or inappropriate is now widely accepted, indicating a cultural liberalisation. The language through which these traditions are presented on social media is Hinglish, i.e, a mixture of Hindi + English, which affects how younger generations connect with traditional proverbs, poetry, or classical literature. However, platforms like YouTube and Koo also promote regional content, helping preserve linguistic diversity in some areas.
Social media gives voice to the marginalised and socially progressive movements. Campaigns against dowry, casteism, patriarchy, and gender discrimination gain momentum online, allowing cultural reform. On the flip side, online "cancel culture" may sometimes attack traditions without fully understanding their context, leading to cultural conflicts.
Festivals and customs have become commercialised. Influencer marketing turns traditional festivals into shopping seasons and rituals into content. While this boosts the economy and promotes Indian goods, it may dilute the spiritual and community-oriented essence of the traditions. Many pandits have been popular throughout the media, some in good ways, while some in a bad way, some being exposed for false claims, whereas some genuine ones helped people a lot to get famous. This social media trend has got two faces, one being easily available and has taken away the main perspective of the culture and tradition, on the other side, it has made things easier for those who cannot manage to witness these rituals by being present in that place due to health issues or anything related to health and other conditions.
Now, Indian culture is not only focused on the festivals and rituals, it also includes regional languages and various art forms. Social media can be used to uplift the lesser-known art forms and cultural practices. Social media platforms can become digital galleries for India’s dying art forms like Madhubani, Warli, Kalamkari, Pattachitra, and handloom weaving. Artists from remote areas can reach national and global audiences through Instagram, YouTube, and Facebook, turning their skills into sustainable livelihoods. With the rise of regional content creators, social media can boost vernacular literature, folk songs, and oral storytelling traditions. Platforms like YouTube Shorts and ShareChat support local languages like Tamil, Marathi, Bhojpuri, and Bengali. This can help younger generations reconnect with their mother tongue and cultural identity. Content creators and educators can use platforms like YouTube, Instagram Reels, and podcasts to teach Indian history, epics (like Ramayana, Mahabharata), festivals, and philosophical ideas in engaging formats. Interactive quizzes, animation, and gamified learning can attract the youth and encourage cultural curiosity. In the coming years, social media can act as a cultural powerhouse if used thoughtfully. By giving space to local voices, traditions, and art forms, it can empower communities, inspire youth, and ensure that India’s vast and vibrant cultural legacy thrives in the digital age. India, also one of the fastest-growing superpower nations across the world, is very well known for its culture and traditions. It has been observed by the world that India has its top-class rituals, which can solve many of the major problems on its own through natural tatva and practices. India also has embraced the best cultural values in terms of festivals and household rituals. These rituals and cultural practices have been recognised among many other nations, and they too respect and try to follow the same for a great experience. With the ongoing boom of social media and new trends, these cultural values have been spread drastically, and also the ways to practice these rituals have changed. Culture and traditions are now being practised virtually, too. In the past two decades, India has witnessed a dramatic shift in how cultural values are expressed, practised, and preserved, much of which can be attributed to the growing influence of social media. Platforms like Instagram, Facebook, YouTube, and X have become more than just communication tools. These platforms are now central to shaping and reshaping Indian traditions, festivals, lifestyle choices, and social behaviour. While this influence has both positive and negative dimensions, it is undeniable that social media plays a crucial role in the cultural transformation of Indian society.
Social media has made Indian traditions more visible on a global scale. For instance, Indian festivals like Diwali, Holi, and Raksha Bandhan are now celebrated virtually and shared worldwide through videos, reels, and vlogs. Young Indian content creators are modernising classical arts, including Bharatanatyam, classical music, and yoga, by making them accessible and relatable to digital audiences. This contributes to cultural pride and global awareness of Indian heritage. Traditional practices are being redefined in digital formats. Weddings are now "Instagrammable" events with hashtags, curated outfits, and professional reels. Rituals like Karva Chauth, Ganesh Visarjan, or even virtual poojas have adapted to suit the online world. Families live-stream religious ceremonies for relatives across the globe. While this ensures participation and inclusivity, critics argue that spiritual depth is sometimes lost in favour of aesthetic presentation. More likely, the poojas and Ganesh Visarjan and Temple darshan are now becoming content for the influencers. Major Temples have online darshan portals where they are generating a huge revenue virtually, and people too are enjoying this while sitting in their homes. Everyone is mainly trying to show off the rituals on their social media platforms instead of experiencing those with a full heart. Recently, the "Mahakumbh" yatra was the major attraction for the Indians as well as for the foreigners. Crores of people attended this mega event, and those who were unable to experience it live were able to see it on their Instagram platforms. This online culture is mainly killing the main motto and the soul of Indian cultural values and traditions.
Social media influencers are powerful drivers of trends and lifestyle choices. Through fashion, food, language, and even relationships, they shape the values of millions. Indian youth often look up to influencers more than community elders, shifting the traditional flow of values. For instance, attire that was once considered "Western" or inappropriate is now widely accepted, indicating a cultural liberalisation. The language through which these traditions are presented on social media is Hinglish, i.e, a mixture of Hindi + English, which affects how younger generations connect with traditional proverbs, poetry, or classical literature. However, platforms like YouTube and Koo also promote regional content, helping preserve linguistic diversity in some areas.
Social media gives voice to the marginalised and socially progressive movements. Campaigns against dowry, casteism, patriarchy, and gender discrimination gain momentum online, allowing cultural reform. On the flip side, online "cancel culture" may sometimes attack traditions without fully understanding their context, leading to cultural conflicts.
Festivals and customs have become commercialised. Influencer marketing turns traditional festivals into shopping seasons and rituals into content. While this boosts the economy and promotes Indian goods, it may dilute the spiritual and community-oriented essence of the traditions. Many pandits have been popular throughout the media, some in good ways while some in a bad way, some being exposed for false claims, whereas some genuine ones helped people a lot to get famous. This social media trend has got two faces, one being easily available and has taken away the main perspective of the culture and tradition, on the other side, it has made things easier for those who cannot manage to witness these rituals by being present in that place due to health issues or anything related to health and other conditions.
Now, Indian culture is not only focused on the festivals and rituals, it also includes regional languages and various art forms. Social media can be used to uplift the lesser-known art forms and cultural practices. Social media platforms can become digital galleries for India’s dying art forms like Madhubani, Warli, Kalamkari, Pattachitra, and handloom weaving. Artists from remote areas can reach national and global audiences through Instagram, YouTube, and Facebook, turning their skills into sustainable livelihoods. With the rise of regional content creators, social media can boost vernacular literature, folk songs, and oral storytelling traditions. Platforms like YouTube Shorts and ShareChat support local languages like Tamil, Marathi, Bhojpuri, and Bengali. This can help younger generations reconnect with their mother tongue and cultural identity. Content creators and educators can use platforms like YouTube, Instagram Reels, and podcasts to teach Indian history, epics (like Ramayana, Mahabharata), festivals, and philosophical ideas in engaging formats. Interactive quizzes, animation, and gamified learning can attract the youth and encourage cultural curiosity. In the coming years, social media can act as a cultural powerhouse if used thoughtfully. By giving space to local voices, traditions, and art forms, it can empower communities, inspire youth, and ensure that India’s vast and vibrant cultural legacy thrives in the digital age.