Social media sites were once built for connectivity. It later became sites for showcasing creativity. As corporate entities found more opportunity for monetization, they changed social media into what it is today - a rat race for likes, followers and fame, where algorithms decide which posts should a user see.

Arunkanth, a Coimbatore-based entrepreneur and an independent film-maker has now come up with an Indian social media site called Indiema.in that aims to restore the objectives of social media, driven by content-first approach.

His company Info Pluto Media Works created Indiema as a social media platform designed to prioritize creativity and genuine communication over follower counts and paid promotions. It was launched on Tuesday and it will be available for the public from Wednesday. The platform’s core philosophy is to showcase and spread genuine ideas and information while eliminating the pressure to amass followers. 

Post the launch of the site, Arunkanth said at  Indiema.in, users can consume contents posted by creators without having the need to be their followers. Indiema.in is built on a foundation of inherent connectivity. "Everyone is connected by default," he explained. "There are no friend requests to follow a creator.

The platform gives users full control over their feeds. Creators must categorize their posts, and users can actively choose the topics they want to see, as well as use "negative filters" to eliminate content-types they don't wish to see. 

Users can easily view the latest posts from creators in a specific geographic location, from a single pincode to an entire state, making it a powerful tool for local community engagement. They can share their appreciation or provide constructive criticism by creating their own posts that link back to the original content they liked. The site will filter and zone-out comments with hate-speech, abuses, bullying etc.

Paid promotion is strictly prohibited, ensuring that all content gains visibility organically based on its merit. While viewing content is completely free, creators must pay an annual subscription fee of Rs. 1000 to post on the platform.

"PM Modi challenged the youth of our country to create an Indian social media platform that could match others sites, during his 2025 Independence Day address. We were working on creating one for almost 2 years before that. Now, if our PM joins in our platform, it would give a tremendous boost to us. We are just curious whether he will join," says Arunkanth.

When new users join by the recommendation from an existing user, the latter is considered a brand ambassador. Indiema.in will recognize these ambassadors annually, and it has set aside 5% of its equity shares for this, shared Arunkanth.