as a ent surgeon i can tell u that its the formation of keloid at ur peirceing site. had u gone for piercing from a local vendor or beauty parlour. its very difficult to manage start immediate treatment or it will increase in size and leads to cosmetic disfugurement of pinna and large size one are difficult to resect and chances of recurrence after resection is high.

Apply mupirocin cream

Remove the ear rings first and apply antibacterial ointments over there 3-4 times for 3-4 days and after that start applying local steroid ointment for 2-3 days