“It’s not about the glitz and the glamour — it’s about feeling my best inside and out,” says global Indian influencer, Diipa Büller-Khosla

“Over the years, I have learned that it’s not about the glitz and the glamour — it’s about feeling my best inside and out,” with this caption, she had my attention and admiration. Meet Diipa Büller-Khosla, who is not only one of the first Indian influencers to have gained international notoriety with a following of more than 2.1 million — she is also using her platform to break barriers across multiple industries with a singular mission of empowering women.

From being a law student to being one of the most celebrated Indian fashion and beauty bloggers, Büller-Khosla  has shown that being a digital creator can be as financially viable as glamorous. Büller-Khosla  is the founder of new age ayurvedic beauty brand indē wild and co-founder of the NGO Post For Change. From the imagery to the ingredients, indē wild is a very well-thought-through brand that caters to the unique needs of melanin-enriched skin in mind, such as hyperpigmentation, dark spots, and acne scarring. 

Before her recent trip to Cannes, she was in Mumbai to promote indē wild’s ‘Champi’ experiential. The 30-minute massage service is a rigorous but quick scalp massage, unlike a traditional Champi. Here the service started with relaxing strokes and included activation of back and shoulder pressure points while a hot towel cuddled the hair. This ritual is her mom’s signature massage, and she specially trained every therapist at the White Door for QC. At the end of the article, I am linking the product details. 

Meanwhile, ahead are excerpts of my conversation with her about the inner world of digital influencer – Diipa Büller-Khosla. I admire her immensely, not just for her sharp fashion aesthetics but for her confidence and focus on prioritising feeling good.  

1. What are the best tips for beginners to get started as a content creator?

It is crucial to take your time as a content creator, and it takes time to happen, especially if you want to last long. With patience comes consistency; if you have mastered it, it will gradually build a strong community and content blueprint to help you stand out. And now, with all the ever-changing algorithms and cutthroat competition, being consistent with your content is more important than ever.”

2. What does a typical day for Büller-Khosla look like?

I like to plan my day overall but am free-flowing with each activity. Even if I would like to plan every minute meticulously, it is impossible. Now with running Inde Wild full-time, massive content requirements, and a toddler running around, I’ve learned to be prepared for anything and everything.”

3. How do you plan your content – is it for days or a month?

“Most of my content happens ‘in the moment,’ which helps me be fresh and open with my audience. Of course, there are certain milestones or important moments that we plan intensively for, but I always try to execute the actual piece of content as close to the release date as possible. That gives me time to be fully absorbed and comfortable with what I am putting out.”

4. How do you capture content? Does she work with a set creative team or change her team depending on content style?

“I am blessed to have a rock-solid team of super-talented and dedicated professionals around me; we have been working for so long together now that we understand almost everything about each other. But I always seek new perspectives and talent to add to my team!”

5. How much time do you spend planning and executing things daily? 

“That depends a lot on the day itself. Some days I don’t even get a chance to think for a minute, whereas some days, I work extensively on planning my super busy days. Planning and executing go hand-in-hand, so finding the right balance and a formula for the team is essential.”

6. What is your go-to strategy to stay relevant and connect with your audience?

I am very hands-on with my content – be it a blog or even a comment. I am always personally part of the conversation to see what’s happening. Being proactive helps me a lot to understand and adapt to the changing media landscape. In today’s non-linear, never-ending digital landscape, there is no way to connect with people truly. So, I explore different avenues consistently.”

7. How do you plan your shoots, and what’s the process like?

Apart from scheduling, there is no intense planning involved in regular shoots. My team and I follow a relatively chill ‘go-with-the-flow’ philosophy – I think that makes shoots feel so fun and not like a chore.”

8. How do you strike a work-life balance?

It was challenging initially, but now I’m learning to find the right balance. Maintaining a work-life balance is a skill that needs to be consistently practised. You need to find time for the people you love and for yourself. There are two super important things- set boundaries and prioritize. If you can manage these, you will be sorted! And even on the busiest days, I pause and reflect, if only for a moment. Amidst the hustle, I find comfort in these small pockets of introspection.”

Experience: ‘Momi Champi’ at The White Door (INR 1600 + taxes). 

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  • Aparrna Gupta

    Transitioning from crafting stories for The Asian Age and Bombay Times to setting beauty trends in Verve, Aparrna Gupta’s journey has always revolved around resonant storytelling. Her prowess in content creation is unparalleled, with articles featured in renowned publications like Vogue, Harper’s Bazaar, L’Officiel India, Lifestyle Asia, Elle, and Femina. She also excels in content ideation, trend identification, mood board creation, and product styling. Her expertise has proven invaluable to homegrown brands, enabling them to authentically connect with their audience.

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