Microdosing profits

Itsy-bitsy clay vadas, teeny-weeny sofas, masterpieces in micro versions. Miniature art is blowing up. It's cute, it's viral, it's all in the details

- Taranna Khetpal

Small is huge right now. Instagram Reels are zooming in on thalis no bigger than your little finger, laden with tiny rotis, veggie bowls, a cute papad and a mound of rice. Someone's hand-painted model-train compartments the size of an eraser. Matchbox-sized wardrobes open up to contain five of Carrie Bradshaw's iconic looks, down to the Choos.

Like. Like. Like. What began as a niche COVID-time hobby for craft-loving folks is now a thriving little business too. Miniature collectibles, especially food, are showing up as fridge magnets, wedding favours, pooja offerings and personalised presents for the besties. At 18th birthday parties, mini versions of the cake are turning into “keep-cake” keychains. Artists work within a strict size range — five to seven centimetres — small enough to feel delicate, not so tiny that the details are lost. It's driven by precision and intention, everything must look cute.

It's why Chennai-based Sudha and Neha Chandranarayan's videos (@CNArts_Miniatures) of their handmade clay micro Maggi noodles has quietly amassed 39.6 million views. And the money coming in? Not so little.

Minis to the max