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The rise of Content Creators in India, When We Met Anirudh Singla.

In this week's episode of When We Met Podcast by Platform For Artists, we talk to Anirudh Singla who is the Co-Founder and CEO of Pepper Content. You can listen to When We Met podcast on Spotify, Apple Podcast, Google Podcast, Hubhopper, Gaana, Anchor or any other podcast app or even watch it on Platform For Artists's YouTube channel

The below piece is written by Deepannita Kundu about When We Met Podcast. In 2014, there were 16 Indian Youtube channels with 1 million+ subscribers, today India has more than 1200 channels with 1 million subscribers. This number is huge, you can instantly notice the level of growth, and it is indicative of the overall increase in the consumption and creation of content in all mediums in the last few years.

In this week’s episode of When We Met podcast, Pawan Rochwani was in conversation with Anirudh Singla, Co-Founder and CEO of Pepper Content. They talk about the evolution of content and the freelance culture in India. As mentioned earlier the content-led economy in India is very vibrant and dynamic right now, the world at the same time is adapting to a new trend- the passion economy. The passion economy lets you capitalise on your individuality and grow a niche audience by building a strong intimate connection. The passion economy is a by-product of the attention economy wherein the user’s attention is being exploited and thus resulting in a loss of interest over time. But is also a successor of the Gig economy, where creators were working for on-demand clients and not with a larger audience.

The gig economy has flourished a lot in India in the last decade, according to a 2018 PayPal report, India accounts for 50% of the global freelancers. Anirudh says, “In India, unlike the USA, a lot of creators don’t have the freedom to follow their passion, almost 75- 80% of creators are freelancing because they have to” According to him, India is quite not there to embrace the advent of the passion economy, but the aim is to slowly reach thereby developing the creator economy to its fullest.

But why is it important to shift from gig economy to passion economy?

Because the passion economy is more compatible to the dynamic creative community and is better suited for wholesome work culture.

Certain key benefits of the passion economy are :


Accessibility, the beauty of the passion economy lies in the fact that everyone can partake in this. The only requirement is talent and the ability to monetise it effectively. Even the software needed to build websites and apps is readily available today.


Individuality, as mentioned earlier, individuality is the biggest asset in this model. Instead of generic content and services, people are more interested in interacting and engaging with content that resonates with them. Emphasis on online services and products.


New SaaS platforms help creators grow and upscale their work by providing them with tools and features. The platforms work in the interest of the creators to help them gain a larger following by promoting and assisting them. And the platforms get a percentage of the creators income, so it's a win win situation for both of them.

Thus it seems passion economy is here to stay and slowly monopolise the content community.

Content creation is not the only aspect that has undergone such a transformation, Content Marketing has advanced a lot in the last decade too, first with the emergence of SEO in the early 2010s and then with the massive spread of social media platforms. We are always consuming content passively, be it video or text-oriented. Brands are focusing on building a uniform brand image and pushing out relevant content 24/7 to engage and interact with their buyers. “Content marketing is trending towards audience enrichment as opposed to product promotion”.

“Every company is going to be a content company because, in a sea of companies, content, community, and commerce are three key pillars upon which any business is going to be built. And community and commerce are going to be enabled by content” says Anirudh

The content community in India is seeing such exponential growth, this digital acceleration is fuelled by two major events in the recent past. First the rise of Jio and the spread of mobile data on a wide level followed by the spread of broadband. India is now home to the second-largest internet user base, accounting for 12% of all internet users globally.

And secondly, the physical lockdown brought down by Covid-19. Following the lockdown demand for content has increased at both ends, for personal recreation as well as for brand content. Anirudh also believes that since the lockdown has given people free time at their disposal, many people are also experimenting with freelancing.

Today, freelancers are not only creators, they are a brand in themselves, every freelancer is an entrepreneur handling the varied tasks just like any other fully functional business. And to build a brand, every freelancer needs visible social traction, which can be achieved through consistently creating quality content and adding value to the ecosystem.

Anirudh believes that “in the next 2-3 years we will be able to order content on-demand within 2-3 hours”. This concept is fascinating yet not surprising looking at the current pace at which content is evolving. Anirudh also envisions that just like we have Grammarly extensions on our chrome, in a few years we might have a “Pepper your Content” extension on our chrome, which will automatically cater to our content needs.


To listen to the full conversation with Anirudh Singla, Co-founder & CEO of Pepper Content, tune into When We Met Podcast by Platform For Artists. For any questions or suggestions feel free to DM us on Instagram @platformforartists



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