Hindustan Times ST (Mumbai) - Brunch
Indian content creators on life after social media
Aashna Shroff, 29
“We are the first generation of content creators and don’t know where it’s headed, so we need something to fall back on. The plan is to start my own brand and have a business.”
Juhi Godambe, 29
“I’ve always thought about life after social media, so I also run a clothing store and brand. But social media is not going to really die out. I’ve been doing it for seven years, and the space, me and my audience have all grown with me.”
Kayaan Shiraz Contractor, 30s
“I’m using social media as a tool to get work but I will move away from that. But I make no promises because there is always something new—an algorithm or a new tool to reel one back in.”
Nikhil Kandhari, 29
“When I began creating content, I knew that I wouldn’t do this for rest of my life. So, I started my own company and consulting service. Today, I am launching my own Indianwear label.”
Usaamah Siddique, 29
“I’ve always worked on threefour things simultaneously. What’s important is to remember to be yourself, to be relevant and move with time without losing your true essence. That’s how I’m planning my future.”
Kritika Khurana, 29
“I still see myself creating content 10-15 years down the line, adapting to new, emerging forms of content creation. I would love to have something tangible two-three years later, maybe a clothing or jewellery line.”
Masoom Minawala, 27
“I’ve never put an expiration date on my career, whether that’s as a creator, investor or entrepreneur. Social media, as I know it, will keep evolving with time and so will my content. In the next three years, the industry is estimated to reach ₹2200 crores.”