The Man Behind @theragemoto: Aditya Karande’s Journey in the Automotive World

For Aditya Karande, popularly known as @theragemoto, automobiles have always been more than just machines. What began as a personal interest in bikes, automobiles and modifications gradually evolved into a journey in automotive content creation, connecting him with enthusiasts and riders who share the same passion. In a rapidly growing and increasingly competitive digital landscape, Karande has carved out his space by creating content that aims to inform, engage and help people make better decisions about their vehicles. From navigating the uncertainties of the early days and building an audience to maintaining authenticity amid brand collaborations, his journey offers a glimpse into the opportunities and challenges of turning a passion into a profession. In this conversation with Sanjay Jadhav, Editor, Puneinsight, Karande reflects on his beginnings, the lessons and experiences that have shaped him, the influence of automotive creators on consumer choices, and his aspirations for the road ahead.

Take us back to the beginning. When did your fascination with automobiles begin, and what made you decide to turn that passion into content creation?

I’ve always been interested in bikes and automobiles, but at some point, I realised that I didn’t just enjoy riding or learning about vehicles. I also enjoyed talking about them, exploring different modifications and sharing information that others might find useful.

That’s how content creation started for me. Initially, I wasn’t thinking about followers, brand deals or making a career out of it. I just wanted to create content around something I genuinely enjoyed. When people started connecting with my videos and sharing their own experiences, I realised there was an opportunity to take this seriously.

What was your first piece of automotive content, and do you remember how it felt to put it out for the world to see?

In the beginning, I was just experimenting with content and figuring things out as I went along. I didn’t have a proper strategy or a team to help me. I was learning how to shoot, what to say and how to make a video interesting enough for someone to watch until the end.

Putting your content out there can feel a little uncomfortable initially because you don’t know how people will react. But I think the biggest step is overcoming that hesitation and simply getting started. You learn much more by actually posting videos than by constantly thinking about making the perfect video.

What were the biggest challenges you faced in the early days—building an audience, finding opportunities, creating consistently or convincing brands to work with you?

Honestly, it was a combination of everything. Building an audience takes time, and in the beginning, you put in a lot of effort without knowing whether a video will get 1,000 views or a million.

Another challenge was getting brands to understand the value of working with a creator. People tend to focus on follower counts, especially when you’re starting out, so convincing brands that your content and audience have value isn’t easy.

Consistency was another big challenge because content creation involves much more than just shooting a video. You have to come up with ideas, conduct research, shoot, edit and repeat the process. Over time, I’ve learnt that you can’t depend on motivation alone. You need to keep creating even when a video doesn’t perform as well as you expected.

The automotive creator space has become extremely competitive. What do you think helps a creator stand out today?

I think having your own identity matters more than ever. Today, almost anyone can shoot a video of a bike or a car, and there are so many creators covering the same launches, modifications and trends.

What makes the difference is how you present the information and whether people connect with you. Personally, I prefer making content that is useful, relatable and based on things people actually experience with their vehicles. You don’t always need an expensive car, a superbike or a fancy setup to make a good video.

If people trust your opinion and feel that you’re talking to them rather than simply making a video for views, I think that’s what helps you build a long-term audience.

How difficult is it to maintain authenticity when brand collaborations become an important part of your work?

It definitely comes with responsibility. Brand collaborations are an important part of content creation, but I don’t think every collaboration is worth taking up just because it pays well.

People follow you because they trust your opinions. If you start recommending everything without considering whether it is actually useful to your audience, that trust can disappear very quickly.

For me, the important thing is to understand the product, communicate its actual benefits and avoid making claims just for the sake of a collaboration. Brands are part of the business, but the audience is what makes the business possible in the first place. I’d rather protect that trust than make a quick buck at the cost of my credibility.

What has been the most challenging piece of content you have created so far, and what made it particularly difficult?

Some of the most challenging videos are those that involve technical details, conflicting opinions or issues that directly affect a vehicle owner’s finances and riding experience.

For example, my content around ethanol-blended petrol was particularly interesting because it was a topic many riders had questions about, and there was considerable discussion around it. The challenge with such topics is that you need to simplify the information without making it misleading. You also have to be careful about what you say because many people take the information in your videos seriously.

A video might be only 60 seconds long, but the research and thought that go into making those 60 seconds useful can take much longer.

How do you deal with criticism, trolling or negative comments, especially when reviewing a vehicle or expressing an opinion about it?

I’ve learnt that you can’t create content that everyone agrees with, and honestly, you shouldn’t try to either.

When someone raises a genuine point or corrects something I’ve said, I’m open to listening because there’s always something to learn. However, sometimes people disagree simply because they own a particular bike or have a strong attachment to a brand. In such situations, I don’t think there’s much value in arguing endlessly.

When you’re talking about vehicles, people can take criticism of a particular model personally because they’ve spent their own money on it. But pointing out a bike’s drawbacks doesn’t mean the bike is bad or that the owner made the wrong decision. Every vehicle has its strengths and weaknesses, and I think it’s important to be able to discuss both.

Do you think social media has changed the way people buy cars and motorcycles today? How much influence do automotive creators really have over consumer decisions?

Absolutely. Earlier, people mostly depended on advertisements, dealership visits, and recommendations from friends and family when deciding which vehicle to buy. Today, before spending their money, many people watch reviews, ownership experiences, comparison videos and even videos highlighting a vehicle’s problems.

I think creators have made information more accessible. Someone considering a bike can now hear from people who have actually ridden it, modified it or lived with it, rather than relying only on what a manufacturer says.

The influence is definitely there, but I wouldn’t say creators make the final decision for everyone. We can help people discover options, understand the pros and cons, and sometimes even change their minds. Ultimately, it’s the buyer who decides what suits their needs and budget. That influence also means creators have a responsibility to be honest about the information they share.

What role have your family and friends played in supporting your journey, particularly during the uncertain early stages?

The early stages of content creation can be uncertain because you don’t really know where the journey is heading. You’re investing your time and effort into something that may or may not work out, and there isn’t always an immediate result to show for it.

Having people around you during that phase matters because they see the work that goes into creating content, even when the audience doesn’t. As the journey progresses, the responsibilities also increase, and having people who understand what you’re trying to build can make a real difference.

I’ve also learnt that, at some point, you have to take responsibility for your own decisions and trust the direction you’re working towards, even when the outcome isn’t guaranteed.

What is still left on your automotive bucket list? Is there a particular car, motorcycle, road, race, manufacturer or experience you want to tick off?

There are so many things I’d love to experience in the automotive world. I’d definitely like to explore more performance cars and motorcycles, experience track riding and get more opportunities to understand machines beyond simply riding them on the road.

I’d also love to travel to some incredible riding destinations and experience different automotive cultures. There’s a big difference between watching a machine on a screen and actually getting behind the wheel or handlebars yourself.

For me, the bucket list isn’t just about owning expensive vehicles. It’s also about the experiences, the people you meet and the things you learn along the way. There’s always something new to explore in the automotive world.

Finally, after everything the journey has taught you, what does success mean to Aditya Karande today?

Earlier, success can easily become about numbers—followers, views, subscribers and brand collaborations. These things matter because content creation is also a business, but over time, you start looking at things differently.

For me, success today means being able to do what I enjoy, build something of my own and have people who genuinely trust my work. When someone tells me that a video helped them make a better decision about their bike or avoid spending money on something unnecessary, that means a lot.

I also want to keep growing beyond social media and build something sustainable around my passion for automobiles. I don’t want to be someone who is relevant for a few viral videos and then disappears. I’d rather build something that lasts, keep learning and see how far I can take this journey.