In a world where culture became a commodity, Varun Patra is working to make it personal again.

He’s the co-founder and CMO of Homegrown, one of India’s most influential youth culture platforms. What began as a passion project questioning mainstream narratives has evolved into a multi-dimensional ecosystem—part publication, part creative agency, part community builder—helping shape the voice of India’s creative economy.

Alongside his sister and co-founder Varsha Patra, Varun has spent the last decade building the creative infrastructure powering India’s next generation of cultural entrepreneurs: real-world experiences like HG Street, talent networks that help creators thrive, and platforms that move culture forward—before brands catch up.

But as India’s creative economy grows—and global attention follows—the next challenge is bigger than content.

• What does it really take to build sustainable ecosystems where creators, communities, and commerce can coexist?
• How do you build for longevity in a world obsessed with scale and virality?
• And what does meaningful cultural leadership look like now, when anyone can start a platform but few can build a legacy?

In this conversation, we unpack:

• The journey of building Homegrown and what it taught him about creative infrastructure in India
• What most brands get wrong when they try to “tap into culture”
• How festivals, talent networks, and platforms are creating what India’s creative economy needs next
• And why the real work of building culture is long, unglamorous, and necessary

Timestamps:

00:00 Introduction to the Podcast and Guest

03:44 Varun Patra's Early Life and Entrepreneurial Journey

08:14 The Genesis of Homegrown and Its Vision

11:08 Evolution of Culture and Brands in India

14:23 Global Perspective on Culture and Economic Impact

22:50 The Creative Economy and its Potential in India

28:20 Building a Cultural Ecosystem: Challenges and Solutions

34:29 Homegrown's Impact and Future Initiatives

41:37 The Local Consortium and Community Impact

45:00 Promoting Financial Literacy and Insurance

49:03 Guidance for Cultural and Creative Entrepreneurs

54:06 Varun Patra's "Second Thought" and Learnings

If you're curious about where India’s creative economy is headed—and what it’ll take to build something that lasts beyond the hype, this episode is for you.

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Varun's Instagram: @p0tra

Homegrown: homegrown.co.in