Tarini Peshawaria- The Entrepreneurs of India Magazine

Tarini Peshawaria never thought she would become a content creator. Her early career was rooted in journalism and English teaching, a very different direction from the one she eventually took. She remembers that at one point, being a creator wasn’t even considered a “real” job. Still, there was always a part of her that wanted a creative outlet, something that allowed her to connect with a community and share her ideas with an audience. For a time, she thought that outlet was writing for a magazine. But as social media grew, she realized that building her own platform online was the future. Video creation pulled her in naturally. Being a beauty lover who often recommended products to her family and friends, beauty content quickly became her niche.She soon learned that being authentic online is not as simple as it sounds. “The thing about content creation is that you’re the product, and when you’re not at your best, the product can often not be at its best,” she says. On low days, showing up consistently was difficult, but it taught her that authenticity is the only way to last in this industry. The influencer market has become cluttered, and the only way to stand out is to bring your own unique take into the content. That meant being open with her community, sharing the good, the bad, and sometimes even the ugly side of her life. She also realized that what worked for others may never work for her. For her, the path forward was about finding her voice, cutting out the noise, and staying consistent. To avoid falling into the trap of constant comparison, she believes in scrolling less and allowing space for boredom to spark creativity.

Her work also brought her to the business side of things, which at first was confusing because this is a profession where you largely work alone. Until a team comes in, creators usually do everything themselves. Brand connections, she explains, are the biggest assets for a creator.

But they can be tricky. There are egos, miscommunications, and unstructured deals because the industry is still young. She made it a rule to have everything in writing, from timelines to payments. That professional approach allowed her to keep long-term relationships, even when she had to turn down projects. She remembers refusing some of the biggest campaigns, including international trips, simply because she didn’t align with the products. Still, she maintained strong ties with the brands because she treated them with respect. For her, the personal brand and her community matter more than any paycheck.

At the start of her journey, her family didn’t understand the profession. To them, it looked like a hobby. But her husband was different. He treated her work seriously, discussed ideas with her, helped her shoot videos, and even went through analytics with her. Whether she was earning or not, he believed her work was equally valuable as anyone else’s. For the first year and a half, she didn’t make a single rupee, but the support never wavered. That belief made her dream bigger. Today as a parent herself, she admits she would worry if her son chose this field, because the challenges are tough. Still, she would give him the same unconditional support, because she knows how much it mattered when she began. She feels families can support young entrepreneurs by providing structure, reminding them that consistency is key, and being both the biggest critic and cheerleader.

When she started out, the only resources she had were her phone, tripod, and her own collection of skincare and makeup. With limited funds, she focused on affordable beauty, which naturally struck a chord with audiences. She still shoots most of her content with a phone and tripod, using artificial lights only occasionally.

Like many creators, she faced challenges of burnout and creative blocks. Since she was the product, the editor, and the writer all at once, the pressure could be overwhelming. She learned that breaks were necessary, not just physical getaways but also digital detoxes. Spending time in the real world away from numbers, likes, and comments helped her reset. Financial stability was another hurdle. With no fixed monthly salary, she made it a habit to plan revenue carefully and save for slower months.Her business today revolves around beauty, skincare, and haircare content across platforms like Instagram and Facebook. She shares reviews, lifestyle insights, and her unique perspective with her growing community. To monetize, she collaborates with brands and promotes products she genuinely believes in.

The uniqueness of this field lies in its flexibility. A creator can work from anywhere in the world and build their own schedule. But the challenge is that personal and professional life often blend together. Since so much of the creator’s own personality is part of the content, the line between life and work is blurred. It’s a profession that offers freedom, but it also requires discipline to manage it well. Her advice to upcoming creators is simple but tough to follow. Be ready for consistency. Be prepared to work weekends, holidays, and late nights. This is not a career for someone chasing quick results. It requires passion and the drive to build a community step by step. For her, the journey is proof that with belief, persistence, and authenticity, a hobby can grow into a full-fledged business.

"To anyone reading, if this is the business you’d like to step your foot in, make sure you’re ready for consistency, working weekends, holidays and more - and have a true passion to build a community."