India’s Grandmothers Are Going Viraland They’re Not Holding Back
- pradeep
- 3 hours ago
- 3 min read
Indian grandmothers are emerging as an unexpected force on social media, using Instagram Reels and YouTube videos to discuss everything from dating apps and Gen Z slang to mental health, sex education and family relationships.
Often called “granfluencers,” these senior creators are challenging stereotypes about ageing while building strong digital connections with younger audiences. In India, much of this content is created collaboratively by grandchildren who film conversations, humour and everyday family moments with their grandparents. (ThePrint)
A 93-Year-Old ‘Trusted Adult’ Online
One of the prominent examples is Kumud Nagral, better known online as Avanti ki Aaji. The retired doctor appears in videos created with her granddaughter, Avanti Nagral.
Despite living with Alzheimer’s disease, Kumud reportedly becomes focused and animated when the camera begins recording. Her Instagram account has gained more than 14,000 followers, while she has spoken openly about subjects including dating apps, inter-caste marriage, menstruation, mental health, sexual education and relationships. (ThePrint)
A reaction video featuring Kumud discussing provocative music videos reportedly crossed 1.2 million views on YouTube and hundreds of thousands of views on Instagram. Rather than responding with predictable outrage, she offered a nuanced critique about the portrayal of women and sexuality. (ThePrint)
Grandmother–Grandchild Banter Finds an Audience
Actor and content creator Kunal Bhan also found online success through videos with his grandmother, Florina Maria Pinto.
Their content grew from everyday disagreements and witty exchanges into a popular series featuring Gen Z slang and playful pick-up lines. Viewers responded strongly to Florina’s sharp comebacks and candid personality, turning their family dynamic into relatable entertainment. (ThePrint)
‘Baddie Dadi’ and the Family Reel
Creator Simran Sehgal expanded the format by including her entire family in her social-media videos.
After an outfit-check video featuring her mother reportedly received more than six million views, Simran began including her grandmother Swarna and other relatives in trending dances, challenges, games and candid household conversations. Swarna has since become a fan favourite known as “baddie dadi.” (ThePrint)
Why Indian Granfluencers Feel Different
The report notes a key difference between Indian and Western granfluencer culture.
Globally, older influencers often build highly individual personal brands around fashion, fitness, travel and independence. In India, senior creators are more commonly presented through shared family content, with grandchildren helping them participate in digital culture. (ThePrint)
The appeal lies not only in humour but also in the warmth of inter-generational relationships. For many young viewers who live away from grandparents—or lost them early—these creators can feel like familiar family figures offering comfort and advice. (ThePrint)
Reels Are Opening Difficult Conversations
These videos are also creating space for conversations that may otherwise feel uncomfortable within traditional family structures.
Creators say the camera has helped them discuss relationships, marriage, mental health, sexuality and cultural expectations with older relatives. What begins as content can sometimes lead to deeper communication across the wider family. (ThePrint)
A Digital Archive of Family Memories
For some creators, the videos have become more than entertainment.
Avanti Nagral described the content featuring her grandmother as a digital archive preserving her personality, humour and memories as Alzheimer’s affects her recall. Other creators similarly see social media as a way to capture family bonds that may otherwise disappear with time. (ThePrint)
The Other Side of Family Content
The trend also raises questions about privacy, consent and the transformation of personal family moments into public content.
When household conversations, ageing-related vulnerabilities and emotional moments are uploaded for mass consumption, creators must balance authenticity with respect for the dignity and comfort of elderly relatives. This concern is especially important when the senior person has memory or cognitive difficulties. The report highlights this tension while also showing how meaningful these digital collaborations can be. (ThePrint)