From NRI to Creator: Building an Audience Across Two Countries

When I moved to Melbourne as a student in 2013, I didn't know anyone. Like most international students, I was navigating a new country, a new culture, and a new version of myself.

What I found was that there were thousands of people just like me. and nobody was making content for us.

Starting Melbourne MAMA

In 2017, I started Melbourne MAMA as a simple community group. Just a WhatsApp group and some events. The response was overwhelming. Within months, we had thousands of members.

That's when I realized. this wasn't just a community. It was an audience. And audiences need stories.

Building Across Two Countries

The challenge of building a creator brand across two countries is that you're always navigating two different cultural contexts. What works in Hyderabad doesn't always work in Melbourne, and vice versa.

What does work is authenticity. Stories about the real experience of living between two worlds. the food you miss, the family you call every week, the feeling of being neither fully here nor fully there.

Those stories resonate everywhere.

What We've Learned

After 12 years, here's what we know: The NRI audience is underserved, loyal, and hungry for authentic content. They will support creators who speak their truth.

If you're an NRI creator or a brand trying to reach this audience, we'd love to work with you. That's what Melbourne MAMA Creative Space is built for.