In a remarkable feat, the Village Cooking Channel, hailing from the serene countryside of Chinnaveeramangalam in Tamil Nadu’s Pudukottai district, has now amassed an astounding 10 million subscribers on YouTube. This achievement owes itself to the collective efforts of five brothers – V Subramanian, V Murugesan, V Ayyanar, G Tamilselvan, and T Muthumakkam – along with their grandfather, M Periyathambi, who have not only popularized their village on a global scale but have also become a prominent fixture in South Indian culinary circles.
Their cooking videos have propelled them to the forefront of Indian YouTube channels, garnering a vast viewership. To mark their gratitude, the group recently paid a visit to the Chief Minister of Tamil Nadu, MK Stalin, presenting a generous donation of Rs 10 lakh towards the state’s COVID-19 relief efforts.
What sets them apart are their unique recipes and warm welcome in the local Tamil dialect, with the phrase ‘Ellarum vango’ (come on everybody) resonating deeply with their subscribers and viewers. Periyathambi, a renowned cook in Chinnaveeramangalam, plays a pivotal role in these videos. The brainchild behind this venture was Subramaniam, an MPhil holder in Commerce, who envisioned filming cooking sessions with his grandfather. His cousins, who harbored dreams of working abroad, readily joined in. Yet, it was Periyathambi’s exceptional culinary skills that captured the hearts of millions of viewers.
Subscribers flock to the Village Cooking Channel not just for the recipes, but also to bask in the idyllic beauty of the countryside and immerse themselves in the unique lifestyle portrayed. Rather than relying on gas stoves or modern appliances, they ingeniously craft stoves from stone blocks, set against a backdrop of lush green fields. Moreover, store-bought masala powders find no place in their dishes.
Chili powder, turmeric, and other spices are freshly ground using a traditional grinding stone. Each ingredient is announced by the grandfather in his distinctive manner before being added to the dish. Given Periyathambi’s familiarity with cooking for large groups, the team employs substantial cauldrons and vessels.
Once the dish is ready, the group gathers to savor the meal together. Any surplus food is either distributed to the villagers or donated to the local old-age home. The Village Cooking Channel reaps approximately Rs 10 lakh per month from YouTube alone. Additionally, they generate supplementary income from platforms like Facebook and other social media channels. The team estimates monthly expenditures of Rs 2 – 3 lakhs for ingredient procurement and other costs, with the remaining funds being equitably divided amongst them.