One of the biggest ‘mom stars’ (or ‘mom-fluencers’) on TikTok, Varli Singh – who is known to her followers simply as Varli – is a social media star and businesswoman who appears relatively normal on the surface. She’s a mother of two living in New York after spending several years in Texas. However, despite this outward appearance, Varli has accumulated hundreds of thousands of fans on TikTok and Instagram, posting daily videos that regularly attract tens of thousands of likes. She’s also the founder and editor-in-chief of Varli Magazine, a publication which aims to educate the world on the beauty and deliciousness of Indian cuisine. Her other food-related ventures include the creation of the annual Varli Food Festival and VarliWare kitchen equipment.

Her content started out as a series of prank clips and music videos – usually involving her kids or their friends – with her most popular video meme series being “Don’t Fear, Varli Is Here” which is most likely responsible for skyrocketing her from mid-tier influencer to becoming one of the app’s most popular accounts. In the series she takes upon the role of ‘saviour’ who swoops in at the last moment to ‘save’ children from intimidating situations. Despite her love of meme content, Varli by trade is a food writer who has spent years documenting the Indian food scene in the United States. This is why her Youtube channel (which she started in 2010) is almost completely focused on food interviews.

The likeability of someone like Varli Singh is sky-high, regardless of the content she produces, and she is continually looking for new ways to expand her unique brand. An innovative and multi-talented individual with an astute understanding of the power of social media, Singh is bound to continue her reign as one of the top influencers in the world.