Interview/ Arun Srinivas, managing director and country head, Meta India
Q/ uite unlike the platform buzzing with non-stop Reels and viral dashboards, Arun Srinivas comes across as warm and easygoing. As managing director and country head of Meta India, Arun has spent years observing how millions of people use their phones to share small pieces of their lives. When he opens Instagram, he laughs at how familiar it feels. “It’s mostly travel, fitness and lately a lot of festive shopping,” he says. “The joy is in discovery—finding something you weren’t looking for but instantly connect with.”
That simple joy, he adds, captures India’s digital rhythm today: curious, expressive and endlessly inventive. And nowhere is that spirit more visible than in the creator economy. With one of the largest creator communities in the world, India is helping shape how short video, language diversity and AI are redefining expression online.
In an exclusive interview with THE WEEK, Arun talks about India’s growing digital confidence, evolution of creators and why India often gets early access to features. Excerpts:
Q/ How do you see India’s role evolving within Meta’s global vision, both as a growth market and a hub for innovation?
A/ India is at the heart of [the] journey [forward], not only because of its scale but because it represents one of the world’s fastest-growing and most creative digital communities. It’s where new ideas and innovation are shaping how people connect and express themselves online.
AI has been part of Meta’s evolution for a long time. When Facebook first introduced the News Feed, it marked the beginning of algorithm-driven personalisation. Over the years, that has evolved into advanced AI technology that powers almost every part of the experience.
Today, AI helps creators craft stronger stories, makes discovery more meaningful and enables businesses to connect with audiences more effectively. This transformation is most visible in India; people are using technology in deeply personal and imaginative ways. With millions of active creators across regions and languages, India continues to define the next chapter of digital expression for Meta and the wider world.
Q/ How is Meta supporting the more original, purposeful wave of Indian creators?
A/ We build around what creators do. Gen Z and Gen Alpha grew up on their phones; they process things faster and expect relevance. That’s why short video, especially Reels, has become how India talks. Our role is to keep giving creators the tools and insights to tell stories their way—from discovery and reach to monetisation.
India leads the world in video adoption and Reels is at the centre of this shift. Five years since its launch, it has become the country’s leading short-form video platform—shaping culture, driving engagement and creating real impact.
Q/ India often gets early access to features–Reels updates, Threads, experiments. Why?
A/ Because India reflects the world. We have the most creators, the most languages and one of the most diverse mixes of audiences anywhere.
We’re currently testing a Reels-first home screen in India because that’s where most people go first anyway. We’re also experimenting with AI-powered dubbing that can match the speaker’s lip movements. It helps cross language barriers. We’re investing in language access so ideas travel further.
Q/ How are you supporting income opportunities?
A/ Local voices are the heartbeat of India’s internet. Our Creator Marketplace is built to turn that into real opportunity. It connects brands and creators by category and region—beauty, travel, food and more. A skincare brand, for instance, can filter for creators in humid Chennai or dry Delhi, see who they’ve worked with, find similar creators, review past posts and DM them directly to collaborate or licence.
The aim is twofold: more reach in more languages, and more paid work. As we scale the Marketplace to millions of creators, we expect the flywheel to strengthen. Brands find better matches, creators earn more consistently and the audience get content that feels local and authentic.
Q/ What’s next for the creator economy?
A/ The next phase of the creator economy will be about depth rather than scale. The next chapter will belong to creators who stay purposeful, authentic and deeply rooted in their communities.
Q/ Platforms such as YouTube Shorts, Snapchat Spotlight and home-grown apps are all competing. What keeps Reels distinct?
A/ Reels is where India talks about everything—cricket, fashion, travel, food and culture. It has become the country’s digital town square.
Reels brings creativity and discovery together. According to Meta’s Online Video Consumption of Digital India Study (2025), 80 per cent of people discover new brands on Meta platforms, and 97 per cent watch short videos daily, making Reels their most-used space for both entertainment and exploration.
Whether it’s a small-town creator sharing a local recipe or a fan reacting to a big match, Reels gives everyone a platform. Its strong sense of community, ease of creation and opportunity for discovery make it stand out in a crowded short-video landscape.
Q/ Every major platform is experimenting with AI and short video. What gives Meta an advantage?
A/ The scale of its community and how seamlessly AI enhances people’s experiences. From helping Reels surface the right videos to connecting businesses with the right audiences, AI keeps our platforms personal and relevant. India’s comfort with technology and its huge creator community make it the perfect place to see this innovation grow.
World over, our Llama models are already being used in secure settings for tasks that need speed and accuracy. We work with partners such as AWS and Snowflake to keep that technology safe and private. We also share these tools with trusted partners under strong safeguards. For us, progress means being creative and responsible at the same time—that balance defines Meta’s approach.