In India, green influencers plant seeds of knowledge to liven up urban homes

India’s ‘plantfluencers’ are cultivating a movement of interior gardens among urban dwellers seeking to bring greenery to grey urban jungles

Shrinking spaces and soaring home prices have spurred the rise of online nurseries, garden connoisseurs and plant enthusiasts specialising in indoor horticulture

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The Mad Gardener, Madhavi Guttikonda is pictured within a garden in India. Photo: Handout

Published: 4:00pm, 25 Nov 2023

Once a homemaker, Madhavi Guttikonda has now blossomed into the Mad Gardener, a name to which many in India turn for household horticulture advice. Her videos on social media, watched by millions, have cultivated a movement among urban dwellers seeking to bring vibrant greenery to grey urban jungles.

Guttikonda is among dozens of Indian “plantfluencers” making an impact on Indian cities with their digital prowess and green fingers. They represent a dream life surrounded by lush plants that is particularly alluring at a time when many urban areas are increasingly choked by pollution.

Shrinking spaces and soaring real estate prices have spurred the rise of online nurseries, garden connoisseurs, plant enthusiasts and consultants specialising in designer indoor horticulture.

“People recognise me wherever I go. It gives me immense joy,” said Guttikonda, beaming as she recalls her journey over the years.

Madhavi Guttikonda works in a yard, alongside her dog. Photo: Handout

A TEDx speaker and winner of multiple awards, Guttikonda’s channels collectively have more than 1 million subscribers, a massive following for someone producing content on such a niche topic.