India’s fast-growing digital population is fueling a surge in local meme culture, with humorous content emerging as a key driver of engagement on social media. According to Redseer estimates, over 250 million Indians actively use Instagram, and meme pages form a significant part of what keeps users scrolling — especially Gen Z and millennials who make up more than 65% of the platform’s base in India.
Pages rooted in everyday Indian life, often blending regional languages with internet slang, have seen sharp organic growth. A case in point is Jeejaji, an account that has quietly built a following of nearly 3 million. Its posts typically centre on familiar themes — from family quirks to relationship struggles — and routinely attract high engagement, with individual memes drawing tens of thousands of shares and comments.
Industry reports suggest that meme consumption now accounts for a major share of daily social media interactions. A 2024 Kantar study found that over 70% of urban internet users under 30 engage with meme content at least once a day, underscoring its role as both entertainment and social commentary.
Analysts say this signals a shift in how young Indians consume content online — moving away from polished aspirational imagery to humor that reflects lived realities.