India's 'Twin Town' returns to spotlight with viral campaign

Tucked away in Kerala's Malappuram district, the quiet village of Kodinhi appears like any other rural settlement at first sight. But a closer look reveals an unusual pattern that has long fascinated visitors and researchers alike -- an unusually high number of twins.

Over the years, Kodinhi has gained global recognition as India's "Twin Town", where nearly 20% of the population are twins.

In a country that generally records one of the lowest twin birth rates in the world, the village stands out as a rare demographic mystery.

The village has recently returned to online attention following a widely circulated advertising campaign by e-commerce platform Flipkart.

The campaign creatively builds on Kodinhi's identity, imagining a world where everything comes in pairs, using the village's real-life phenomenon as a metaphor for "double" value and offers.

The concept has been widely appreciated on social media, with users praising its humour and originality.

One user commented, "Very creative, with genuinely good jokes. They hit a home run with this concept."

A village defined by twins

Kodinhi's statistics remain extraordinary. In a community of around 2,000 families, there are an estimated 400 to 550 pairs of twins. The twin birth rate is reported at 42 to 45 per 1,000 births, far higher than India's national average of about 4 to 9 per 1,000.

What makes the phenomenon more striking is its consistency. The trend has continued for at least six to seven decades, with new twin births recorded every year.

Locals also note a curious pattern -- women born in Kodinhi who move elsewhere after marriage reportedly still give birth to twins, adding further intrigue to the mystery.

Mystery remains unsolved

Despite repeated studies by Indian and international researchers, the reason behind Kodinhi's unusually high twin birth rate remains unclear.

Scientists have explored possible environmental influences, including water composition and diet, but no consistent factor has been identified.

Unlike some regions such as Nigeria's Igbo-Ora, where specific dietary habits are linked to twin births, Kodinhi shows no such clear correlation.

Genetics has also been considered a possible explanation, but researchers have yet to identify any specific gene responsible for the high rate of twins.

Studies have also ruled out pollution, chemicals, lifestyle factors, and supernatural explanations suggested in local folklore.

Despite the lack of scientific consensus, the phenomenon continues.

A community that embraces its identity

Many residents view twins as a blessing and attribute the phenomenon to divine favour. These beliefs coexist with ongoing scientific curiosity about the village.

To better document and support this unique identity, locals formed the Twins and Kins Association (TAKA) in 2008.

The group helps track twin births, supports families, and collaborates with researchers studying the phenomenon.