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Journalism of Courage
With the help of her granddaughter Sakshi Saboo, Bimla Devi Saboo, 76, has carved a niche on Instagram with her page “VedicMother”. Focused on immunity-related products, remedies, and preparations honed over four decades as a homemaker, her page boasts over 22.6K followers. “I’ve been making masalas and Ayurvedic products like sitopaladi at home for over 40 years. During the Covid-19 pandemic, with the boom in immunity awareness, I started posting videos of recipes and remedies on Instagram. Over the last four years, people started contacting us—and the rest is history,” Saboo told indianexpress.com.
Older influencers like her are rejecting ageist stereotypes, proving that social media isn’t just for the young. As more seniors share content that resonates across generations, we explore what makes them so confident on digital platforms.
Saboo credits her outgoing nature and inherent confidence for her ease in front of the camera. A graduate from BITS Pilani, she was the first in her family to earn a degree before marrying into an orthodox household in Bareilly, Uttar Pradesh, and later settling in Surat, Gujarat. “Speaking in front of the camera is an extension of my personality of being confident to speak and share my thoughts. I’ve always wanted to make a difference. I like to grab opportunities in life, and when this medium gave me the chance to express my knowledge and experience, I didn’t want to hold back,” she said. Saboo still personally visits the market to ensure the quality of raw ingredients for her products.
Saboo is not the only one.
Ashu Jain, 54, didn’t plan to become an influencer. A new grandmother, Jain’s Instagram journey began in 2022 as she chronicled her strength training milestones — wins, setbacks, and gradual transformation to lifting heavier — something the new grandmother thought “felt natural”. However, she said it was not planned. “It happened almost by accident. Instagram became my personal diary, where I shared recipe reels, fitness routines, and authentic moments,” Jain told indianexpress.com.
Jain’s follower count skyrocketed –– from 3,000 in August 2023 to 100,000 by January 1, 2024 to over 210,000 today. “Authenticity matters most. People connect with genuine stories. This is what worked for me,” she said.
Dr Arvind Otta, a senior psychologist and mental health activist, believes life experience plays a key role in older influencers’ confident online presence. “Grandparents have decades of wisdom and have faced numerous personal and professional challenges. This gives them a strong sense of self and the ability to navigate situations without fear of judgment. They can speak for their rights and challenge traditional norms society has for the elderly,” he said.
Their authenticity is another standout factor, according to the doctor. “They are genuine and unafraid unlike younger generations who feel pressured to conform to trends. Seniors embrace their true selves, their honesty resonates with audiences who value genuine content over curated perfection,” Dr Otta said.
“Positive feedback from the audience and a lot of engagement boost my self-esteem and motivate me to create more content,” said Jain.
Many grandparents have also become tech-savvy, whether out of necessity or curiosity. “As they grow comfortable navigating the digital world, they share their ideas, humour, and creativity without hesitation or judgment,” said Dr Otta.
Indeed, social media is no longer defined by age. Grandparents like Saboo and Jain are proof that anyone, regardless of their years, can make meaningful contributions online.
