Discover the Bindi, India’s forehead decoration, as a sophisticated communication system. Explore how this simple dot encodes complex information about marital status, regional identity, and modern style.
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Why Behind What
Culture
The Arranged Marriage Algorithm: How Traditional Matchmaking Systems Balance Individual Compatibility with Social Stability
by Sarawanan
Discover the Indian arranged marriage as a complex “algorithm” for compatibility. Explore how it balances cultural, economic, and astrological factors to optimise for long-term success and social harmony.
UPI
The Social Media Payment Flex: Why Indians Started Broadcasting Their UPI Transactions
by Sarawanan
The UPI screenshot has become India’s new social media currency. It’s used to prove relationships, signal status, and tell stories. We explore this trend of ‘payment flexing’ and what it …
India Explained
The 50-Mile Rule: Decoding India’s Hyperlocal Taste Maps (and Why Your ‘Authentic’ Butter Chicken is Only Authentic Right Here)
by Sarawanan
Discover India’s hyperlocal taste maps and why our food changes every 50 miles. Explore the extreme regional culinary diversity shaped by geography, history, and community, creating unparalleled gastronomic variety.
Ever felt that moment of sheer panic when UPI is down? This isn’t just an inconvenience; it’s a new form of learnt digital helplessness. We explore how over-reliance on UPI …
India’s urban transport challenges are being solved by the humble scooter, supercharged by apps. Explore how bike taxis and quick commerce thrive by building ecosystems around our national preference for …
The IPL, fueled by India’s passion, became a lab for streaming innovation. Explore how platforms like JioCinema and Hotstar used algorithms to create interactive, personalized viewing experiences that have reshaped …
UPI
How UPI’s Success Accidentally Killed India’s ATM Industry: The Great Cash Infrastructure Collapse
by Sarawanan
UPI’s success led to an unintended consequence: the slow death of India’s ATM industry. We analyse how this digital revolution is dismantling our physical cash infrastructure, creating a paradox of …
Explore “Data Darshan”—the ritualistic way Indians use the internet. It’s not casual browsing but a purposeful, temple-like visit driven by scarcity and cultural habits, with the smartphone as a personal …
UPI’s peer-to-peer magic has done more than simplify payments; it’s turned millions of Indians into informal lenders and micro-entrepreneurs. We explore this accidental revolution, where every smartphone user is now …