Why extreme love for culture recently?
This "cultural renaissance" is mostly being done with the intention of bringing back a "pure" version of culture which has gotten impure because of the cultural assimilation of islam. [So basically it's Islamophobia in disguise]
Also most of the die hard supporters of this movt. are well off upper castes [Baniya, Rajput, Brahmin]. Why? Well their developmental politics [which came to replace caste politics in 2014] failed - so they don't have anywhere to hide their face [ofc rich ones, who are now leaders of the movt]. That's why going back in the comfort cocoon of culture and religion with more force than before.
You must have noticed the social trend in youths[of UC] in the 2000s was all the- We're anti-caste, we believe in equality. And these positions were considered cool. And those who believed otherwise were usually mocked.
But now see the GenZ [of UC] - all rooting to revive some ancient "pure" [Brahminical concept] version of their culture.
In short we can say they are in identity crises- wants to hold on to privileges of caste- also didn't believe in caste- position getting challenged by reemergence of caste politics.