about us

We look for artists who work with taboo topics like sexuality, gender. Those who are underrepresented, underfunded, unknown. We look for entrepreneurs with side-hustles, with success stories, failure stories”with spunk. We look for identity-driven narratives that paint a picture of the socio-political struggles of our youth in this country. We look for street-culture and the people shaping it: the fashion designers, the b-boy and hip hop dance groups, the skateboard and rap crews.

We look for reminders of the past, of history, of nostalgia. We look for intimacy, for authenticity, for voice. We look for the creators who are driving the creative economy around the country. We look for narratives untold. We are the undercurrents of Indian youth culture; we are what’s next, and we are what should be next.

Homegrown was started from a passion to ‘change the narrative,’ in India. There was an emergence of independent creators in every realm; people who were defying cultural stereotypes and bringing forth new perspectives. It is helmed by the founding partners, a sister-brother duo, Varun Patra and Varsha Patra who’s focus is to take India to the world and bridge the gap for the world to India.




Through our digital media publication we build the identity for emerging voices for all facets of contemporary youth culture; through our agency/content studio we connect brands with todays youth in ways that drive culture forward. Through our experiences we create cultural impact on ground. And now through #HGAcademy and commune of creative thought leaders we provide up-skilling and education on creative careers.

Through our festival HGSTREET, we bring together India’s burgeoning sub-cultures under one big showcase.


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We represent independent perspectives and are perceived to be the voice of contemporary India, we have partnered with over 130 brands on content, brand campaigns, influencer/thought leadership, experiential marketing, research, global partnerships and more with the likes of Audi, Mclaren, Bacardi, Nike, adidas, Puma, Budweiser, Hoegaarden, Corona, AirBnB , Levis, Viacom18, Ducati, Pepsi, Google, Royal Enfield, Bira, Vans, Red Bull, Jameson, Absolut etc


Today Homegrown is perceived as the the leading catalysts of youth culture and lifestyle in India today through our campaigns, projects to have awards like Forbes30u30 Asia, Wow Awards, Ink, Kyoorius for the work we are currently producing and the culture narrative we are altering.


We represent the voices of the tastemakers who influence the larger youth culture in the spaces of music, fashion, art, creativity and design and have built a very large network across India, south asian countries & diaspora markets. We have a quality audience who are highly influential, urban, upwardly mobile, discerning, travelled, progressive, with affluence x spending power & who wear new experiences as badge value.

HG has built a powerful, highly engaged audience that deeply care about narratives both online and offline that differ from traditional platforms. There is depth and focus with the quality of audience on our platforms, reaching millions locally & globally.