"In this industry, the moment you sit down and chat with someone, you realize there's so much more than meets the eye”, says Anushka Hazra, a National Institute of Fashion Technology (NIFT) graduate turned fashion content creator. In a candid conversation with SheThePeople, Anushka spills the tea on everything, from the highs and lows of her journey to what it really takes to thrive in the content creation world.
The girl you see sharing “How To Dress Better” tips on your screens, Anushka's journey into content creation wasn’t something she initially planned. Instead, it was a passion that gradually transformed into a full-time career. With a degree in fashion communication from NIFT Mumbai and a natural flair for being on camera, she effortlessly combined her academic background with her creative instincts.
From Failure to Fifth Rank, Her NIFT Story
Anushka's journey to NIFT wasn’t a smooth one, it was a battle fought with relentless determination. She shared a defining moment from her time preparing for the entrance exam. “NIFT has this really difficult entrance examination, and the first time I sat for it, my rank was like 3,700. Obviously, I did not end up going to NIFT that year. I took up something else, but I was also preparing for NIFT side by side. It was such a difficult year for me. After a point, I dropped out of the college course I was doing and solely focused on NIFT preparation. It was a do-or-die situation for me.”
But her hard work paid off. “The next year, my rank was fifth in all of India. That journey from 3,700 to fifth gave me so much confidence. It taught me that no matter what goes wrong, if I keep believing in myself and keep working hard, everything will fall into place.”
Anushka always knew she wanted to be in the fashion industry. “I always actually wanted to do something in fashion. The initial goal was to maybe work at some magazine someday, and that's what I did for a while. I did this really big one-year-long internship with Grazia, where I used to write articles for their online website.” However, alongside her work in fashion journalism, she found herself drawn to creating content.
Anushka first experimented with content creation in 2017, fresh out of college. “Back then, I didn't really take content creation that seriously. It was something that I would do as a hobby during summer vacations and whenever I would get some free time from college.” But it was during the lockdown that everything changed. She started creating videos consistently and realized the potential of social media as a professional space. “I started creating videos almost every day, and I also realized that this can turn into something very professional. That is when I became consistent and very professional about things, and very slowly, I saw growth.”
However, she remained determined to complete her degree despite her growing interest in content. "I struggled so hard to even get into that college, so I was very sure that no matter what happens, I’ll make sure that I get good grades, get my degree, and only then figure out if I want to take up a job in this field or pursue content creation full-time."
By the time she graduated, content creation had already become a stable career path. “I did not end up sitting for my college placements; instead, I took content creation as a full-time job.” This experience continues to inspire her even today. “Even in my content creation journey, when things don’t fall into place quickly, I look back at that time. I just have to give it time, keep working hard, and believe in myself.”
Turning Passion into a Career Despite Judgment
During the lockdown, when she started creating videos, her neighbors and relatives often questioned what she was doing. "There was a lot of scrutiny, like, what is she doing all day? She's always making videos. I used to be on the terrace, in common areas, making videos, and everyone used to think, ‘Is she mad or something?’ I also got a lot of taunts, but nothing really bothered me."
Now, three years into full-time content creation, the narrative has changed. "Not that I need to prove it to anyone, but I have proved it to myself that this can be a proper career. When I go back to my hometown, people appreciate me now, they want to know more about videos and the kind of work I do." Interestingly, she finds gratitude in the initial lack of support. "I’m glad there wasn’t much support in the beginning because it fueled my motivation. But my family has always been supportive, and that’s what truly matters."
Anushka’s Shift Towards Fashion That Speaks to Everyone
Anushka has always been clear about maintaining relatability, no matter how much her career grows. “Right when I started, I had this one thing in mind, that no matter what happens, even if my lifestyle changes, I will make sure that I stay relatable. Staying relatable humbles you. It makes you a better person. Even me as a person, I have a very girl-next-door sort of persona, and I want to retain that. I want people to relate with me on a personal level, not just for my content or fashion.”
She believes that sharing personal moments strengthens her bond with her audience. “Over time, I have realized how important it is to share more about your life with your audience. It helps them see you as a person and not just as a creator, which ultimately helps in staying relevant in the long run.”
Anushka’s approach to content has changed significantly over time. She started with shopping hauls and hacks but soon realized the importance of making her fashion content more practical. “I used to do a lot of hacks, but after a point, my fashion became very unconventional. Nobody would actually want to try those hacks or wear certain outfits outside. The day I asked myself, ‘Would I wear this outfit outside? Would I feel comfortable in it?’, that’s when I realized I had to change my content style.”
Since then, she has focused on creating fashion content that is both aspirational and wearable. “Now, I share hacks, but I try to keep them as practical as possible. My fashion is very relatable with a hint of aspiration, that’s how I want it to be.” Anushka’s fashion choices reflect her own personality. “I don’t restrict my fashion to a particular genre. I dress up according to my mood and comfort level. That’s the fashion sense I want to put out there as well, so that people feel like, ‘Oh, she’s like our friend, our sister, sharing her fashion choices on the internet.’”
Sisterhood in Content Creation Business
Anushka holds deep admiration for the bonds she has formed in the industry. "I love women. You can sit with any random woman you don’t know, start a conversation, and you’ll relate to her." Despite the differences in content styles, she finds that personal conversations reveal shared experiences.
"In this industry, the moment you sit with someone and talk, you realize we are all dealing with the same issues. That’s how I’ve formed so many bonds." Whether it’s her creative friends, managers, or team, she values the diverse perspectives they bring. "There’s so much to learn all the time, and there’s so much relatability, it always feels good to have people you can call up and share struggles with."
More than anything, she finds comfort in knowing she’s not alone. "Whenever I face struggles in my career, I can talk to my creative friends, and they’ll say, ‘Yeah, girl, we’re also going through the same thing.’ It reminds me that we are all in this together."
Top Creator Picks Across Fashion, Beauty, Tech, and More
Moreover, Anushka shared her favourite creators across various categories, highlighting how they’ve influenced her own journey. When it comes to fashion, she’s been captivated by Komal Pandey, whose style played a pivotal role in Anushka’s decision to dive into fashion content creation. For makeup, Alina Hasan Rizvi, an up-and-coming creator who recently won the Cosmo award for emerging beauty creators, stands out for her expertise. Anushka’s admiration for Alina has only grown over time, having followed her journey from college.
In the tech space, Anushka mentioned Shlok Srivastava aka Tech Burner, acknowledging his massive influence as a tech creator that many, including herself, have turned to at some point. For travel content, Larissa D’Sa and Tanya Khanijow are her go-to inspirations. Finally, in the motivation category, Anushka humorously claimed her own name, sharing that her “big sister advice” videos have not only helped others but have motivated her too, proving that sometimes, the best motivator can be oneself.
Wrapping up the conversation, Anushka revealed her mantra for thriving in the content creation industry, not just surviving it. Watch it here.
Admire a creator and curious about their journey or how they’ve mastered the content creation game? 'Behind The Gram' is an exclusive series by SheThePeople that uncovers the stories, struggles, and strategies of your favourite content creators. Tell us, who would you love to see us sit down with next?