Watching Reels Damages Brain Function 5 Times More Than Alcohol Consumption and Smoking? Is It That Serious?

Dear Friends,

Recently, I surveyed a few students on how much time they spend watching Reels or consuming short videos. A few spoke genuinely, and a few did not! It looks like some of them are spending more than 2 hours per day. It is not just students; this survey applies to housewives/husbands, working professionals, the elderly, children, and middle-aged people who have also succumbed to this change.

Let's assume one short video lasts 1 minute. If we watch continuously for 2 hours, we will scroll through 120+ videos. When you are reading a newspaper, it is not just reading alone; you are assimilating those ideas, storing them in the brain, and, if needed, partly analyzing them as well. However, during the actual watching process, you are not giving your brain a chance to participate. As a result, we are paralyzing it.

You might ask, “What is the problem?” as we are cooling the brain for some time. It may act as a regenerative state, similar to meditation. If you think so, we are in big soup! A major review in Psychological Bulletin summarized data from ~71 studies and nearly 100,000 people: heavy short-form video use was correlated with weaker attention and impulse control, and higher depression, anxiety, and stress!!(nbcnews.com/health/health-news/brain-rot-research-short-form-video-consumption-rcna245739)

It is not relaxation! It is actually stress!!

Recently, I asked my students how many clicked on my stories (text-based, story-driven, and long paragraphs!) that I send every Saturday. To my surprise, the click rate is 0%!! However, a recent, albeit controversial, topic on a trivial issue on social media has gone viral, centred on reel-based content. Slowly, we are losing the habit of reading paragraphs and enjoying text! What does it mean? The analytical capability is fading away!!

These survey studies show that higher short-video usage intensity and “addiction” predict decreased attention control and reduced self-control!!

Rather, approximately, we are buying this anxiety and stress!! How? Can you guess? Approximately, 1 hour → $10–$200 from Reels Play Bonus ($0.01–$0.15 per 1K views) or affiliates!!

What does it mean? You are generating revenue for somebody while decreasing your cognitive functioning!!

How much time do you spend on Reels?

Ravi Saripalle

Should We File an MTR Along with Our ITR?

Dear Friends,

How many pairs of shoes/chappals, including both used and unused, are you holding right now? When I asked this question, I immediately checked myself. Two pairs of shoes and one pair of chappals! The additional pair of shoes is kept as a backup. Perhaps after one or two years, I’ll discard it without using it much as it naturally wears out.

According to Statista, approximately 23 billion pairs of shoes are produced worldwide each year. An estimated 22 billion pairs end up in landfills. According to the U.S. Department of the Interior, Americans throw away at least 300 million pairs of shoes each year. These shoes end up in landfills, where they can take 30 to 40 years to decompose.

Similarly, globally, approximately 23 billion toothbrushes are discarded every year. If we prepare a list, it continues like this—diapers, toys, baby care products, crayons, sketch pens, craft materials, fast-fashion clothing, school bags, disposable razors, smartphones, cosmetics, artificial jewellery—and the list goes on.

Approximately 60–70% of the human body mass is water, composed of hydrogen and oxygen atoms. By mass, the main elements are oxygen, carbon, hydrogen, and nitrogen, which together make up roughly 96% of the body. The rest are minerals such as calcium, phosphorus, and potassium, which also come from soil and food chains.

The idea that the human body originates from the environment and returns to it is broadly correct, both scientifically and in traditional philosophies such as the Pancha Mahabhuta concept. When a person dies, the body’s elements gradually break down and re-enter soil, water, and air, effectively closing a natural material cycle. In a nutshell, the body is a temporary organization of earth, water, air, and other elements that, after death, remix with the environment—completing a continuous natural cycle rather than a one-time event.

Having said this, when the human body is designed this way, and all life on the planet completes the cycle—including the items they use—why are the items used by human beings not completing the cycle?

The simple rule applies: during our lifetime, the items we use should be recycled, upcycled, or repurposed. If this equation is solved, the world’s sustainability and circular economy issues will also be resolved. Every year, we file an ITR for income tax. The time has arrived to file an MTR—Materials Responsibility Report. ITR for money, MTR for matter. Every individual mobile-linked purchased item should be automatically reported in the MTR!!

We file ITR for what we earn; MTR for what we return. What came from Earth must not end in a dump.

Can MTR solve recycling and sustainability issues as a matter of self-declaration (inspiration) and tax (motivation)?

Ravi Saripalle

Are we drowning from Aspiration to Desperation? The psychological cost of being "left out" now exceeds the financial cost of the EMI.

Dear Friends

Recently, I read an interesting article by Varun Aggarwal. Let's assume a massive auditorium with 362 million Indians. In this auditorium, the billionaire showcases his Rolls-Royce, the college student displays her new iPhone, the maid shares a photo of her daughter's wedding, the startup founder announces his "unicorn" status, and the retired uncle shares photos of his vacation in Goa. So nice, right? We all come to know each other regardless of our social status.

But, they are not just watching them. Psychologically, they are comparing each other. The post states that in real life, you typically compare yourself to people in your circle, usually including cousins, neighbours, and close friends, with a maximum of 50 to 100 people.

However, on Instagram, your comparison group became 1000 times larger, possibly 10 00,000 people. The 25,000 per month salaried individual watches the millionaire's Maldives trip, a Friend's new car, a Colleague's promotion, and an Influencer's brand deal. It doesn't put you in a positive mindset to work hard. It puts you into a competitive zone and tames you, drags you unknowingly into crooked competition. The middle class feels poor (compared to the rich), the Rich feel inadequate (compared to the richer), the Poor feel invisible (nobody's watching their stage performance)!!

As a Result, in 2024, India's personal loan market hit 710 lakh crores,

Credit card debt is at an all-time high. Loan apps are growing indefinitely!! Yes, many families are collapsing. Many young couples are opting for divorce after watching couples’ reels, assuming that the reel makers' lives are always fun, happy, and filled with togetherness. But in reality, there will not be a perfect couple and a perfect life. It is always a mirage! But reels portray perfectness and completeness!!

Many house tours showcase the best parts of their apartments, including the finest interiors and gadgets. They will not disclose whether they purchased through a loan or post-savings. It agitates and prompts us to make a purchase!

I don't get inspired by many of these Insta Reels, but sometimes when my classmates call me and share their 6- or 7-figure salaries, I get tempted. End of the day, I am a human being! It takes me back to my old memories!! Had I continued in my IT job, I would have been drawing the same. Or had I settled in the US in the late 1990s when I was deputed with L1 Visa, financially it would have given me a different comfort zone! However, I comfort myself that I could fulfil my father’s last wish to stay in his house for some time at least, and live with my single mother as far as possible. I have avoided unwanted corporate competition and sales travel, which has helped me stay in a Tier 3 city environment. This list provides some comfort in the wake of a huge financial opportunity loss.

Whether you agree or not, we must all be internally growing through these struggles. Nobody is an exception unless we are spiritually inclined and cultivate detachment. That is not an easy task. It is like a Bhagiratha Prayatnam.

Did you experience this desperation?

Ravi Saripalle

We Don’t Hear, We Listen: Lessons from Social Entrepreneurship and Science

Dear Friends,

This week, I discussed social entrepreneurship with our MBA students. As part of this, I was presenting about Mirakle Couriers, a National Award-winning courier agency that employs low-income deaf adults. I really liked their slogan, “We don’t hear, we listen.” The concept was amazing and forward-looking.

The WHO estimates that in India, there are approximately 63 million people suffering from significant auditory impairment. India is believed to be the country with the largest number of Deaf individuals. Approximately 1.5 billion people worldwide experience hearing loss.

For the first time, I learned that Deaf and deaf are different. ‘deaf’ with a lowercase ‘d’ refers to the medical condition of significant hearing loss. ‘Deaf’ with a capital ‘D’ extends beyond the medical definition to signify a distinct cultural and social identity.

I was also presenting in my class about Helen Keller, who was a remarkable American educator, disability activist, and author. She is the most famous Deaf-Blind person in history. Vint Cerf, known as one of the fathers of the Internet, a mathematician and inventor who co-invented the TCP/IP protocol, had hearing loss. Thomas Edison spent much of his life with little to no hearing. Having said that, sometimes it also provides an excellent opportunity—Edison was better able to concentrate on his work due to his hearing loss.

Louis Laurent Marie Clerc was a key figure in the development of American Sign Language and deaf education. He is considered the first deaf teacher of the deaf in the United States and is sometimes known as “The Apostle of the Deaf in America.”

Why am I driving this conversation?

Sheffield researchers are developing novel cell therapies that could repair the damaged inner ear, potentially reversing deafness for many. Currently, there is no cure or therapy for sensorineural hearing loss; the only treatments available to manage the condition are hearing aids and cochlear implants.

This research brings significant value to the community. It also has implications beyond hearing. The same regenerative principles could potentially be applied to vision loss, spinal cord injuries, and other neurological conditions where nerve damage is the primary problem.

Having said that, questions around stem cells—such as ethical issues, feasibility, and cost—still remain unanswered.

While we appreciate this research, in the mid-course, the only help we can render is to support individuals in all possible ways and not discourage them.

We never know what disability may come to us in our lifetime.

Ravi Saripalle

We are looking for Grandmoms!! A New Ad!

Dear Friends,

Are you surprised by this title? A couple of days ago, a hotel chain posted an ad looking for grandmas. They named it with a purpose, just like how we all used to visit our grandmothers' places as kids. No qualifications are necessary for this job. Job responsibilities include vacationing on the job, performing audits, suggesting improvements, and creating content. I really appreciate the founders’ naming of this stay and their hiring of grandmothers, which reminds me of their commitment to preserving Indian ethos and values.

Having said that, why is this situation arising? Recently, I wrote another article on Fake Wedding events, simulating the real experience without a bride and groom. Thanks to the growing number of nuclear families and migration patterns in search of better opportunities, a vacuum has emerged. A new business model is emerging.

How many of us can confidently say that we lived with our grandmother during childhood, and also provided this opportunity to our children today? Very few! Living under the same roof for two generations continuously (for 50+ years) requires tremendous patience from all family members. A country border appears peaceful for 300 days a year, but experiences vibration for 65 days. The field marshal on the ground cannot simply receive salutes from the force but not face the bullets during the war! It requires preparation for both angles!!

Similarly, while the individual enjoys the benefits of grandparents’ affection and love, once they become parents, living with their spouse, their parents, and children “under the same roof” comes with responsibility and resilience. We cannot say, “I wanted the grandmother’s love, but I will not provide it to my children.” A coin has two sides. It is not an easy task. A boat voyage gives you a pleasant experience, and sometimes it encounters a storm. There is no perfect happy experience. If one thinks so, he or she is foolish!

Why am I writing this article? Alarmingly, South India leads in nuclear family adoption, with 69% of households (Kantar, 2022), up from 50% in 2008 — a 19 percentage point rise in 14 years, an alarming rate! Tamil Nadu, Andhra Pradesh, Telangana, Karnataka, Kerala, etc., are leading this race. I am not here to say what is right or wrong; I am only presenting the facts.

Having said that, there is no perfect solution. We cannot blame one side. In some cases, the fault lies with the parents; in other cases, the fault lies with the children. On a lighter note, surprisingly, across the universe, no party owns the fault! The nuclear family is designed to promote independence — both personal and financial.

Recently, one of my friends told me, 'How can we judge someone who has lived a successful life?' He gave a beautiful answer — A few minutes before death, only he/she can give marks to oneself on whether they lived as per dharma or not. No one else in this world can certify today, and no one else has any moral right to evaluate as well! Because we hide half of our mistakes within us and hide most of life’s truth from ourselves.

No one is exempt from this golden rule.

Ravi Saripalle

Urban Growth, Human Comfort — and the Silent Crisis of Bees

Dear Friends,

I have discussed significant topics—technology, digital transformation, the importance of AI, tech innovation, and entrepreneurship—in many of my earlier stories. However, with all humility, I am now realizing that all of this becomes a bluff (I must admit) if we fail to address our basic ecological existence.

Recently, I read that “Bees pollinate approximately 75% of our crops and 90% of wild plants, and they help regenerate our natural forests. Bees and other pollinating insects improve the food production of 2 billion small farmers worldwide, ensuring food security for the global population.” What effort have we truly made to preserve them?

The other day, I witnessed an unethical way of removing a beehive. We should feel ashamed. We are entering their zones—thanks to rapid urbanization—and then asking them to leave their place. It is like buying a house and renting it out, only to have the tenant threaten to occupy it.

Habitat loss, pesticide use, climate change, and disease are contributing to an alarming decline in the numbers and diversity of pollinators. Pesticides intended to boost agricultural productivity are inadvertently poisoning these vital creatures, weakening their immune systems and disrupting their reproductive cycles.

We don’t need grand establishments, but we do need policies that prioritize habitat conservation. We can create landscapes and ecological corridors that allow bees to thrive.

Do we have urban bee towers the way we have parks for human recreation? The time has arrived to establish one.

Ravi Saripalle

The Hidden Cost of Attention – Are You Also Trapped by the Attention Economy?

Dear Friends

Recently, one of the spiritual personalities delivered a talk to MBA graduates of IIM Calcutta. He was discussing the attention economy and how it has quietly become a new form of currency.

Revenue in today’s world comes from training us to pay attention. The mobiles, ads, designs, and people around us are all working towards this new game. In this attention economy, our focus is constantly being captured and redirected, leading to intermittent attention. This is evident in schools, colleges, and workplaces, where people attend to tasks only sporadically, frequently distracted in between. Such fragmented attention is extremely harmful and can lead to a disintegration of the psyche.

Nowadays, when attending any meeting, training, function, or public gathering, you can often observe this issue. He was also referring to the book Deep Work, which emphasizes the tremendous value of focused and concentrated work.

For example, why does one song receive 1 million views, while another gets 1 billion? It’s not because the latter is a thousand times better, but because it captures attention far more effectively. Deep work—sustained, focused concentration—is increasingly rare today, yet it is highly energizing and productive.

He mentioned a boy who secured second rank in the JEE. This boy gives full concentration to every single activity. Once, somebody visited his hostel room at 6 AM in the morning, and he was meticulously cleaning every inch of the window corners, too, with intense focus and care. A small act—but it demonstrated the power of sustained attention. This boy gives 100% to everything he does.

On a different note, Dr. Ritesh, a leader of the World Economic Forum, posted an interesting real-life scenario:

“My cousin bought a ₹2.8 lakh sofa last month. Six months later, she'd spent another ₹1.45 lakhs. Coffee table. Curtains. Lighting. Rug. Wall art. ‘Everything looked mismatched,’ she said. ‘I need to repaint the walls now.’”

She wasn’t being indulgent—she was trapped in a 255-year-old psychological pattern.

Dr. Ritesh Malik highlights how the Diderot Effect explains why one premium purchase often triggers a cascade of additional spending. Your new sofa or car can make everything else feel outdated—leading to costly upgrades.

In India, this is amplified by Instagram’s 362 million users, who are constantly inspired by curated homes, the rise of easy EMIs and “Buy Now, Pay Later” options, and retail setups that tempt us to buy more. Durable, long-lasting furniture is being replaced every 5 years—driven not by need, but by attention-seeking upgrades.

In fact, why do we do all this? To draw the attention of others? Or to give our own eyes a fleeting feast? If you have the money, it may still be acceptable. But doing this on EMI or debt is a dangerous trap.

We bought our sofa exactly 25 years ago in Bangalore. It has now moved with us to a fourth city. Somehow, it didn’t break or scratch! Of course, it looks old-fashioned—not jumbo-sized or fluffy. But instead of replacing it, we just painted it—and we’re still using it.

Many homes are collapsing under the weight of debt. People are taking extreme steps, including suicides. If we earn 10 rupees, we should live with 9—not spend 20.

Prof. Chetan Singh Solanki from IIT Bombay is raising public consciousness about climate change. He’s encouraging local energy generation and consumption in line with Gandhian principles and has built a people-powered movement called the Finite Earth Movement (FEM). Prof. Solanki resigned from IIT Bombay to dedicate himself full-time to this mission. He has pledged not to return home until 2030, living fully in a solar bus.

The attention economy may bring immediate happiness, but it rarely offers lasting comfort.

Are you also caught in this trap?

Ravi Saripalle