Gujarati, spoken by over 55 million people, is marked by rich dialectal diversity that reflects the state’s cultural and historical fabric. Among its most prominent dialects, Kathiawadi, Surati, and Charotari carry deep associations with regional pride, folklore, literature, and everyday communication. While much of the existing scholarship has focused narrowly on phonetic features, forensic applications, or linguistic variations, the socio-cultural and modern transformations of these dialects remain underexplored.

This study seeks to address this gap by investigating how Gujarati dialects function as living cultural markers in both traditional and digital contexts. Using a multi-method approach, data were collected through field interviews with native speakers, corpus-based analysis of digital texts (including memes, social media posts, and online performances), and examination of cultural artefacts such as folk songs, Dayro narratives, Bhavai theatre scripts, and contemporary films.

Findings reveal that dialects are not disappearing under globalization; rather, they are undergoing functional transformations. In rural and semi-urban Gujarat, dialects remain anchors of community identity and heritage preservation. In contrast, in digital spaces, they are increasingly used for humor, branding, political satire, and cultural storytelling, making them accessible to younger generations. Surati emerges as a preferred medium for comic performance and social media memes, Kathiawadi retains its prestige in oral traditions and devotional expressions, while Charotari maintains a strong presence in rural spirituality and agrarian narratives.

The study concludes that Gujarati dialect diversity should be understood not as a relic of the past but as a dynamic cultural resource that shapes youth identity, media practices, and global Gujarati representation.