What profession were you in before you started creating content, and when did you decide to take the plunge?
I started creating content when I was in college. However, I got a job in marketing at an MNC immediately after university, but my heart wasn’t in it. Six months into the job, I quit and decided to pursue content creation full-time!
When you started content creation, did you ever think you’d grow so much?
Honestly, I never knew how big I would grow, and that was never the intention of starting the page. I didn’t start it to monetize or become famous, but I knew that if I worked hard, it would pay off.
Any tips for budding creators? How is it different now than it was when you first started?
Today, people have resources, and it’s considered normal to want to be a content creator, which wasn’t the case when I began. The only tip I can offer budding creators is to be authentic and honest with your audience!
How cluttered is your space and what do you do to stand out?
What makes me stand out, despite being one of the oldest dance content creators, is the relationship I have with my #NidhisFam and my various IPs across six different platforms.
Any crazy fan stories?
The craziest fan stories usually happen during my workshops, when people from Tier 2 or remote cities travel two to three days by train just to attend my classes!
You can’t take long breaks from the internet, and no matter how you feel, you have to show up regularly. Do you sometimes feel under pressure to be consistent and post content regularly?
Yes, definitely. The demand for fresh content is high, and taking long breaks isn’t always possible. Consistency is key, but it can sometimes feel overwhelming to always be “on.”
Tell us about a brand you really enjoyed creating content for.
Two brands I truly enjoyed creating content for are Samsung and Amazon.
What was the defining moment for you?
The defining moment for us was when people started recognizing us everywhere we went. It made us realize how far we had come and how much our content was connecting with people.
How is content creation different from other professions? What are the perks and challenges?
Content creation is different from other professions because it doesn’t offer a fixed source of income, but it gives you flexibility. You can decide your schedule, work from anywhere, and choose your niche. However, it also comes with challenges, such as the constant need to stay relevant and keep up with unpredictable trends.
Tell us about the ups and downs you’ve experienced before you got this far.
I was born and raised in the UAE, where dancing to Bollywood songs was alien. I worked 16 hours a day, and sometimes I still do because the hustle never stops. Being recognized as the one who put UAE on the dancing map and getting Instagram verification made it all worth it.
Which is your most viral reel? How long did it take you to create it, and did you anticipate its success? Reel Link
The BTS reel, which has garnered over 22 million views. I didn’t anticipate its success, but I’m glad it resonated with young girls who understand that nothing can stop us!
Who are your favorite content creators and who do you wish to collaborate with?
I wish to collaborate with Quickstyle. I’m always in awe of how they portray Hindi songs and use dance to share social messages.
What’s next for you?
I want to take the NKD brand globally, open studios in different parts of the world, and spread the magic of dance and learning.
