common consumption irrespective of choice. This meme fascination has taken a new turn in India with smart phone users consuming half an hour of memes daily with an 80% rise according to the internet consulting firm Redseer. This is a figure that meme creators are most certainly taking note of. Monetization of memes usually comes with NFTs, corporate sponsorship and brand promotion across social media platforms.
Smart phone usage in India is well over 50% and with a population of over 1.4 billion and growing which is set to overtake Chinas population next year will most definitely make India the world’s largest consumer of memes with over 700 million users.
According to researcher’s memes generally have a positive impact on society usually generating happy emotions however many die hard users also argue that it can be used to humiliate individuals or causes that certain groups of people dislike. With India’s meme usage exceeding 700 million and memes generally being more popular among the younger generation it is likely to be used as a platform for international organizations with specific agendas and corporations wishing to create brand awareness to take advantage of. In spite of these factors meme usage can also be unifying factor for users across India with 28 states with over 250 different native languages as memes generally use little to no words and can get a message across that all Indians irrespective of location or language can relate to.
