During the nationwide lockdown in 2020, Prateek Bhardwaj—an MBA graduate from the small town of Garhmukteshwar in Hapur district of Uttar Pradesh—started making videos on Moj, a short-form video-sharing platform. His very first video went viral because of its relatable, family-driven comedy content and helped him gain 1 million followers in just 35 days. Back then, it was unthinkable in Bhardwaj’s hometown that creating short-form videos could be a profession; fast forward to today and the 30-year-old content creator has 3.4 million followers on Moj and earns between Rs 80-90 thousand a month.

Bhardwaj isn’t alone. The Moj platform showcases videos from more than 50 million creators. In fact, Moj, along with TakaTak and social media platform ShareChat (both owned by Moj’s parent Mohalla Tech), have a total monthly active user (MAU) base of 400 million. India’s short-form video space is on fire thanks to Indians’ insatiable appetite for such videos. According to Meta, which corners a lion’s share of the space with Reels on its photo-sharing platform Instagram, as many as 6 million Reels are produced daily on its platform for India.

Read the full Business Today feature here.