Consumer attention to and consumption of drag entertainment shows has increased recently. From a once-hidden, quiet, private, leisure or protest activity, drag has now become a recognized entertainment phenomenon (Barnett and Johnson, 2013; Berbary and Johnson, 2017). Drag performance demonstrates the diverse ways to practise and experience gender. Rupp and Taylor (2003) discuss it as a political and social movement. Drag also challenges conventional notions of gender and sexuality (Taylor et al, 2004). Through their performance, the drag artist breaks the illusion of ‘typical’ appearances of gender to accentuate the performative nature of gender and sexuality. Within the drag performance, masculinity, femininity and queerness circulate freely. Previous literature has argued that drag is a transgressive practice that destabilizes gender by focusing on the social constructions of femininity, masculinity, heterosexuality and homosexuality (Taylor et al, 2004).

Drag is a form of art without any boundaries of gender or social or ideological restrictions. Drag queens and kings represent the drag culture and community through femininity, beauty, performance, style and fashion (Barnett and Johnson, 2013; Baxter et al, 2022). In developing countries such as India, drag culture is nascent, but it is slowly but surely moving towards recognition, acceptance and involvement in the mainstream. India has a thriving drag scene with celebrities and social media influencers (SMIs). Drag SMIs include Gentleman Gaga (Sanket Sawant), an actor, model and stylist; Hiten Noonwal, a designer, model and professor of fashion design; and Empress Xara (Adam Pasha), winner of an international super queen competition, among others (Dragvanti, 2023). However, drag shows in India are limited, primarily taking place in cities and in upper-class society.

Indian drag queens have performed alongside international drag queens at nightclubs and hotels, but Indian drag stands apart and reflects the influence of Bollywood, showcasing its own culture, heritage and dignity (Sandhu, 2019). Besides social issues of recognition and acceptance, Indian drag also experiences the challenge of being compared with Western drag performers. Indian drag SMIs play a crucial role in improving such scenarios (Bakshi, 2004). They create relevant and authentic content for their audience and their unmatched style helps to build a positive perception of Indian drag culture.

Social media influencers in general first appeared in the early 2000s and have since progressed from the work being a home-based hobby to a lucrative full-time career.