A counter-trend emphasizes low-waste, handmade living using traditional methods: cloth pads, bamboo toothbrushes, desi ghee in glass jars. Unlike Western zero-waste (often sterile and expensive), the Indian version highlights jugaad (frugal innovation). Success: Over 8 million cumulative posts. Critique: Some creators have been exposed for buying “artisanal” products from exploitative workshops—revealing the gap between ethical content and supply chains.

The festival of lights; the peak of the annual shopping and gifting season.