What profession were you in before you started creating content, and when did you decide to take the plunge?
I am an RF and microwave scientist by profession. After working with ISRO for 15 years as a scientist, I now mentor several environment and climate tech startups. After 15 years of working with space, I’m now working for the planet. During the COVID-19 pandemic, I felt an urgent need to address climate change and bring communities together to take meaningful action. This is when I decided to start creating content. Essentially, I am a content creator with a purpose.
When you started content creation, did you ever think you’d grow so much?
I started creating content during COVID with the simple aim of educating a few people outside my immediate circle. Today, I’ve reached nearly 400,000 people, which I never imagined. That’s the power of social media—it amplifies your voice and message far beyond expectations.
Any tips for budding creators? How is it different now than it was when you first started?
When I started, the digital space was predominantly occupied by fashion and beauty creators. Now, we see a rise in educational and impactful content across various fields like finance, culture, history, and tech. My advice to new creators is to focus on authenticity, stay consistent, be responsible, and create content that adds value to people’s lives.
How cluttered is your space and what do you do to stand out?
The sustainability niche isn’t as cluttered as fashion, travel, or food, but it is growing. I feel proud to see more creators joining this space because the more crowded it becomes, the more we can collectively amplify the message of climate action. I stand out by sharing practical, everyday solutions that people can easily incorporate into their lives.
Any crazy fan stories?
I’ve met many fans who’ve told me that I’ve helped them save money by promoting mindful consumption and reducing overconsumption. It gives me a sense of pride to know that my content has had a positive financial and environmental impact on people’s lives.
Tell us about a brand you really enjoyed creating content for.
I recently collaborated with House of Hiranandani and thoroughly enjoyed it because the brand shares my vision of sustainability. Working with brands that are genuinely committed to sustainable practices is always a rewarding experience.
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?
I don’t feel pressured because my presence on social media is driven by a larger purpose. I’m passionate about building a community and sharing my daily sustainable practices. You never know how many people will be inspired to take that one green step for the planet just by seeing a simple act.
What was the defining moment for you?
One of the defining moments was giving my first TED Talk. It was then that I realized the potential impact of my voice and decided to dive deeper into content creation to spread awareness about sustainability.
How is content creation different from other professions? What are the perks and challenges?
Content creation is unique because, while people only see the polished final product, there’s a lot of effort behind the scenes. It requires constant creativity, adaptability, and resilience. The perks include creative freedom and the ability to connect with a global audience, while the challenges involve staying relevant and dealing with the pressures of social media.
Tell us about the ups and downs you’ve experienced before you got this far.
Creating climate and sustainability content can be challenging as it doesn’t always get the same reach or engagement as fashion and beauty topics. It can be disheartening at times, but I push through because I believe in the importance of the message I’m sharing.
Which is your most viral reel? How long did it take you to create it, and did you anticipate its success? Reel Link
One of my most viral reels is about how I’ve been making my own shampoo for the past eight years using my grandmother’s 70-year-old recipe. It took six hours to shoot, but it carries decades of wisdom and tradition. I didn’t anticipate its success, but I’m glad it resonated with so many people.
Who are your favorite content creators, and who do you wish to collaborate with?
I admire Abhi and Niyu for their positive storytelling about India. I would love to collaborate with them on a project related to climate initiatives someday.
What’s next for you?
I’m focusing on more ground-level work to spread awareness, support and mentor climate startups, and drive change. My goal is to continue educating and empowering communities to take meaningful climate action.
