It's about creating timeless content, not chasing trends

HERITAGE STORYTELLER & PHOTOGRAPHER

- Garima Sadhwani

Heritage storyteller and photographer Maroof Umar, better known as Maroof Culmen with a community of 520,000 followers (and growing) on Instagram, has almost become synonymous with the culture of Lucknow. In a conversation with Garima Sadhwani, he talks about his creative process, the language of aesthetics, and his love for Awadh. Edited excerpts:

Your content showcasing Awadh's heritage is an inspiration to many folks on the internet, but what inspired you to start documenting these stories, monuments, and traditions?

My inspiration stems from the childhood stories my mother used to tell me, weaving intricate tales of Lucknow's history and culture. Those stories shaped my perspective and instilled in me a deep love for the city and its heritage. Awadh, with its unparalleled blend of Ganga-Jamuni tehzeeb, its architectural marvels, its food, and its people, feels like a living museum. The charm of capturing stories from this region lies in its unassuming beauty and its ability to keep surprising you. Every corner has a tale waiting to be told.

Your videos often show us the history and story behind the food, textiles, and monuments we're so used to seeing around us. What's the process of crafting these videos like? Does a lot of research go behind them?