The Instagram‑driven purchase audience for Gen Z and millennials has exploded — it’s grown 30× over the past five years.
The price of a celebrity Instagram Reel has risen 10× compared with five years ago, making pure paid influence unaffordable for most brands.
Ranveer’s SuperYou shows that owning ~50 % equity in a 500‑crore‑rupee company yields a stake worth ~200 crore, far more than earnings from brand‑only campaigns.
I wrote on 2026‑03‑18 that auto‑UPI transactions are inflating a financial bubble that hurts the poorest Indian users, and I argue the government should ban consumer‑tech apps that don’t deliver value to tier‑2/3 audiences, just as it banned gaming apps.
Auto‑UPI is creating a bubble in India and the poorest strata is getting effected.
If the government can ban gaming apps to protect money they should protect tier 2/3 audience from consumer tech apps that are no providing value.
Many of these apps show you dreams of making money from stock market or getting 10000 followers on Instagram and charge you for subscriptions for the year while retention on apps suck.
It will be an RMG game ban moment when the regulation comes in.
Money to consumer tech will stop which means now focus on retention which if you don't have many will spiral to death.
I observed three Indian consumer behaviours that look irrational until the underlying cash‑flow and pricing psychology are understood.
Consumers spend about ₹1 lakh on an iPhone but look for cracked APKs to avoid a ₹99 monthly app fee.
People haggle over a ₹100 tailor quote but accept a fixed ₹4,999 price tag at a branded store without question.
Consumers keep buying ₹5 sachets even when a ₹100 pack offers a lower per‑gram cost.
I concluded that D2C brands should design pricing that matches low upfront cash‑outlay preferences, such as larger‑pack pricing or annual lump‑sum subscriptions.