Restocking videos have gained traction in India of late, two years after it became a legitimate content genre in the US. Through these videos, they endorse a range of home-organisation products, either subtly or through direct affiliate links, contributing to a global market worth $12 billion, as per a recent report from the market research store Research and Markets. Here, content creators “aesthetically” replenish household supplies in their fridge, cupboards, snack drawers, laundry, pantry, the works. These videos are part of a popular content genre called “restocking”.
Do you own rose-shaped ice trays for keeping ice cubes gleaming with fruit slices and edible glitter, or are you normal? A section of the internet is swooning over videos of people making 27 types of artisanal ice cubes, emptying the ice trays and stocking those pretty ice cubes in fancy containers inside the freezer.
