The business of fishing vloggers is booming, with subscribers running into lakh and millions. Kerala has the largest number of these vloggers, followed by Tamil Nadu, Andhra Pradesh, Karnataka, Goa and Maharashtra.

“The huge Malayali presence is because of the different kinds of water bodies in the state, such as sea, lakes, rivers and ponds. The numbers have increased this year, post the lockdown,” says Midhun Surendran from Kozhikode in Kerala, who runs Mallu Angler (101K subscribers) and is the admin of a Facebook group of fishing enthusiasts.