Social media channels like Instagram and YouTube have given rise to Tiffin Tiffin creators—housewives who turned cooking channels into empires (e.g., Kabita’s Kitchen ). These women have monetized their domestic skills, turning culture into capital.

Historically, Indian women have played a vital role in maintaining family and social harmony. They were expected to manage household chores, raise children, and care for elderly family members. In many Indian families, women were also expected to prioritize their family's needs over their own, often sacrificing personal aspirations and goals.