(GS Paper III – Indian Economy, Inclusive Growth, and Digital Innovation)
Once known for drought and hardship, Dharashiv in Maharashtra (earlier called Osmanabad) has found new fame — not through industry or politics, but through viral food reels. Young villagers, many from farming families, have turned local dishes into social media sensations. They run small eateries and use mobile phones to post videos that attract millions of viewers. The model is called the Dharashiv Model because this unique, grassroots digital transformation began there.
The Dharashiv Model is a community-driven business innovation where local entrepreneurs promote their food and culture through storytelling on social media. Small hotel owners record short videos showing how they cook traditional dishes like bhakri, rassa, or chutney, often adding humour, local dialects, and cultural references. This blend of authentic food, local identity, and digital storytelling defines the Dharashiv Model.
The trend began with Laxman Bhosale, a small pan-shop owner who lost his livelihood during the COVID-19 pandemic. He started a modest eatery and began filming his cooking process and customers’ reactions. One of his videos went viral — gaining over 200 million views. Today, Bhosale runs seven restaurants across Maharashtra, becoming a local symbol of resilience and digital entrepreneurship.
Their videos are simple yet powerful. They feature real people, real food, and real emotions. There is no glamour — just laughter, hard work, and community. Viewers connect deeply with this honesty and rural authenticity. For example, reels often show waiters dancing, cooks cracking jokes, or farmers tasting their favourite spicy dishes. This genuine storytelling makes the Dharashiv videos go viral.
Many of these small business owners have seen remarkable financial and social growth. Nagesh Madke of Hotel Bhagyashree became a regional celebrity. His signature line — “Quality and quantity” — turned into a brand identity. With increased earnings, he expanded his business, bought a car for his wife, and hired local youth. The model has not only created jobs but also boosted community pride.
It’s termed self-managed social media because these entrepreneurs handle everything themselves — from filming and editing to posting and engaging with followers. They don’t rely on marketing agencies or expensive equipment. Their success highlights how digital literacy, creativity, and consistency can empower rural individuals to achieve economic independence.
The Dharashiv Model demonstrates how technology can drive grassroots transformation. With just a smartphone and passion, people can rebuild livelihoods, preserve local culture, and inspire others. It is a real-world example of “Digital India” in action — where rural innovation meets social media, turning tradition into opportunity. Dharashiv’s story continues to motivate young entrepreneurs across India to use digital tools for self-reliance and community growth.
The Dharashiv Model from Maharashtra showcases how rural entrepreneurs use social media to promote local food and culture. Pioneered by Laxman Bhosale, this self-managed digital trend blends storytelling, simplicity, and authenticity. It transformed small eateries into viral sensations, generating livelihoods and inspiring rural innovation. By combining digital tools with community spirit, the Dharashiv Model proves that creativity and connectivity can turn local challenges into global opportunities.
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