If you’ve opened Instagram or YouTube in the last two years, you’ve felt it. The smell of cardamom seems to waft through the screen. You’ve seen the slow-motion shot of golden ghee being drizzled over a dosa, the thwack of a chai wallah slamming a clay cup, or a stunning bridal lengha spinning in a haveli courtyard.

"Indian culture and lifestyle content" has exploded onto the global stage. It is aesthetic, it is loud, and it is incredibly comforting.

So, watch the slow-motion chai videos. Buy the brass diyas. Learn the dal recipe.