For years, domestic workers have been confined to the four corners of the spaces they’ve worked in, absent from public recognition, as if they never existed. But what happens when they step into the spotlight?
What might have looked like just another video at first glance is quietly shaping how India’s influencer economy is changing, and perhaps, for the better.
The Rise Of The Invisible
Social media has its own unique way of bringing people and stories out of the shadows. And this time, it has come together to support faces that society has often considered invisible.
Across platforms like Instagram and YouTube, domestic workers have started to take over every feed. What looks like a random video recorded in the kitchen tells a story people relate to. These videos carry stories and voices of people who almost never got the chance to come to the forefront, and that’s exactly what is changing today.
When Farah Khan started her own cooking channel in 2024, who knew Dilip Mukhiya, her chef, would be the one winning hearts? This “Bollywood Bawarchi” from Bihar somehow stole the spotlight in a way that not just her audience, but Farah’s celebrity guests too came to visit him.
In just a year, the internet made him so viral that he featured in advertisements for brands like Amazon, Flipkart, Myntra, and shared the screen with Shah Rukh Khan.
Another example is Heena Ali, a 35-year-old worker from Mumbai who started making cooking videos on Instagram. Her simple, unfiltered videos resonated with a larger audience, who began to support her content, and slowly, she built a community of one lakh followers and nearly 6,000 subscribers on YouTube.
Heena also appeared on MasterChef India, where she advanced through multiple rounds of auditions. Reflecting on her journey, Heena told the Indian Express, “I got a call from the MasterChef India team. They saw my videos on Instagram. I cleared two auditions but couldn’t attend the final one due to my daughter’s exams.”
Another one of the popular household names includes Bhagyashree, the househelp of actor Archana Puran Singh, who gained popularity through the actor’s funny vlogs during COVID. From everyday vlogs to her first experience on a flight, Bhagyashree’s videos had a large audience.
Similarly, Prasoon Dargah and Sapna Jamadar are also famous household names. Prasoon, a 30-year-old content creator of the channel @theboywhodecorates, is known for making videos with Sapna Jamadar, his househelp, whom he considers his own sister.
The two have managed to get a large audience online. Sharing his journey, Prasoon said, “Reaching 100K on YouTube in just 2.5 months has been truly overwhelming for both of us.”
Moreover, for Sapna, the content space was more about finding herself. Indian Express quotes Sapna, “I wanted to create my own identity in this world. People often think that the work we do in others’ homes is not very valuable, and I wanted to change that perspective. Bhaiya (Prasoon) supported me throughout and always guided me, which gave me confidence.”
Read More: Rural Indian Women Are Made To Watch Hours Of Sexual Content To Train AI
Beyond The Kitchen
The internet has also risen beyond the kitchen to recognise other everyday workers. Workers across different professions are finding visibility online through content that involves their daily lives.
Benjamin Ryan Gautam, for example, is the viral “Get Ready With Me” Blinkit delivery boy who is widely known for his relatable video about his daily life. Several creators, including Ranveer Allahbadia (BeerBiceps), stepped in to support Benjamin with encouraging reactions to his reels.
Similarly, creators like Saloni, popularly known as the “Saloni Auto Driver” from Faridabad, along with Krutika Mittal and her cook Dipu, have gained attention online for recording their lives on the road in a simple, everyday way.
What Experts Say
Speaking about the mental health aspect of these individuals, Dr Pavitra Shankar, Associate Consultant, Psychiatry, Aakash Healthcare, explains that while the shifting social media space is good, it might open doors to several mental health concerns. She explains, “They might feel anxious or even exploited, especially if they are not sure what the boundaries are. The inherent power imbalance can make it difficult to refuse, leading to emotional distress and low self-esteem.”
Explaining why this social exposure could take a toll on their mental health, Shankar reveals, “If they get comments or are trolled, it can affect their mental health,” the expert notes, adding that sudden visibility may heighten vulnerability to “anxiety or depression. Empowerment should not come at the cost of health.”
In a nutshell, while social media has opened doors for everyone irrespective of their professions and backgrounds, it is also important to maintain a healthy community so that these small creators get a chance to not only grow on the outside but heal within, too.
Image Credits: Google Images
Sources: The Indian Express, The Times of India, The Print
Find the blogger: @shubhangichoudhary_29
This post is tagged under: domestic workers social media India, how domestic workers are becoming influencers in India, Indian influencer economy, grassroots content creators India, digital inclusion India, Dilip Mukhiya Farah Khan chef, Heena Ali MasterChef India, Bhagyashree Archana Puran Singh vlog, Sapna Jamadar Prasoon Dargah, Benjamin Gautam Blinkit delivery boy, Saloni auto driver Faridabad
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