Content creator Apoorva Mukhija has voiced her strong disapproval of the increasing commercialization within the content creation industry, even suggesting a potential move away from the space.
In a recent interview, Mukhija described the current digital landscape as a “circus,” where news outlets prioritize clicks over genuine content. She reflected on the early days of content creation, noting that it began as a fun activity, but has now evolved into a demanding “industry” that requires constant effort to remain relevant, involving event attendance, public appearances, and networking. “I never took it that seriously,” she admitted, emphasizing her desire to simply connect with an audience through her camera.
Feeling exhausted by the constant need to produce content, Mukhija stated, “I want to retire from content creation. I have been doing it for too long, so I want to do something else.” She confirmed that she is working on new projects, expressing optimism for their success but remaining open to returning to content creation if they don’t pan out.
This revelation follows recent public scrutiny of Mukhija’s appearances, including remarks made on Samay Raina’s show ‘India Got Latent’ that even drew the attention of the National Commission for Women.
Apoorva Mukhija initially gained popularity as a digital creator, known for her candid humor on social media. Her growing fame led to opportunities in the broader entertainment industry, including her participation in the reality show ‘The Traitors India.’ The show, hosted by Karan Johar, premiered on Prime Video and concluded with influencer Uorfi Javed and poker player Nikita Luther as joint winners.